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Cox Automotive research reveals downward trend

Some Holiday: Dealer Traffic Down on Columbus Day

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Article Highlights

  1. This Columbus Day weekend was lower than the six-week average in terms of Dealertrack’s total credit apps and unique apps. Only Columbus Day itself (Monday) was greater than the average. The other days were all below the average.
  2. Dealer.com’s DataView saw a 5% drop in visits and a 1% drop in vehicle views over Columbus Day weekend compared with the six prior weekends.
  3. Labor Day weekend also saw a 3% drop in Dealer.com dealership website visits and a very slight (0.25%) bump in vehicle views.

Despite a strong September, Columbus Day weekend car-shopping activity was down this year, according to new data from Dealer.com and Dealertrack (divs. Cox Automotive). Analysts reported a 5% decrease in dealership visits and a 3% drop in dealer website visits when compared with traffic from the six prior weekends.

The decrease can in part be blamed on a particularly brutal hurricane season, but it was indicative of an overall trend toward underperforming three-day holiday weekends, according to James Grace Sr., director of product analytics at Cox Automotive Media Solutions Group.

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