Planning marketing content in advance is a challenge. Planning an entire year’s worth of content before the year actually begins? For many, that seems downright impossible. At OfferUp, we know how difficult it is to time your ads just right, so we’ve created a tool to help you get ahead of the game this year: OfferUp’s 2023 Marketing Calendar Guide.
With this detailed guide to holidays, celebrations, and important events in 2023, you’ll be able to plan out your dealership’s marketing efforts in advance.
Q1: January, February, March
January 1st: New Year’s Day – New year, new you, new car. The end of the year is a great time for new beginnings and, with many people having just received an end-of-year bonus, consumers are more inclined to treat themselves to something new. It’s also a great time to focus on tire care as colder temperatures set in and cause tire cracks and other damages.
February: Black History Month – February is dedicated to celebrating and elevating African American history and achievements. This month can be used to support Black-owned dealerships or partners, and publicly expressing support through marketing campaigns..
February 14th: Valentine’s Day – Love and care are in the air! What better way to show someone you love them than by giving them something they’ll enjoy? While consumers will be on the hunt for the perfect gift, keep in mind you can also use this time to show your love and appreciation for your loyal customers through discounts and thoughtful messaging.
February 20th: President’s Day – One of the first three-day weekends of the year, President’s Day weekend gives consumers an extra day to shop, resulting in big business opportunities for your local dealership.
March: Start of Spring Peak Season – Summertime is just around the corner and many customers are starting to make plans for road trips and vacations. More often than not, they also realize around this time that their current car isn’t up to the task. Get ready to have an influx of interested buyers by making sure your online inventory and listings are up-to-date.
Q2: April, May, June
April: National Car Care Month – Sponsored by The Car Care Council, the month of April is dedicated to ensuring regular maintenance is done to get cars ready for summer driving. As temperatures start to rise, it’s also a great time to get your AC checked before the heat becomes unbearable.
April 22nd: Earth Day – A global holiday recognizing the beauty of nature and the importance of protecting and preserving our shared environment from pollution, deforestation, and other destructive practices. This is a great time to highlight the efforts your dealership is making to “go green” as well as highlight the more fuel-efficient hybrids and emissions-free electric vehicles.
May 14th: Mother’s Day – Time to recognize all the moms in our lives and the impact they have! Many businesses find success around this day by focusing advertising efforts on the children and spouses who will be purchasing gifts for Mom. Don’t forget to also recognize the working moms who make a difference on your team!
May 29th: Memorial Day – Marking the official start of the summer car sales season, Memorial Day is full of sales, deals, and promotions. Customers expect to find good deals and they’re diligently searching for them in the weeks leading up to this busy three-day weekend.
June: Pride Month – June is dedicated to recognizing and showing support for members of the LGBTQ+ community. Companies show support in various ways, including adding rainbow flag-colored products, raising and donating money to LGBTQ+ charities, and publicly expressing their support through marketing campaigns.
June 18th: Father’s Day – Don’t forget to celebrate Dad! While spending for Father’s day isn’t quite as high as Mother’s Day, the National Retail Federation surveys show that up to 76% of people will celebrate this day.
Q3: July, August, September
July 4th: Independence Day – It’s one of the biggest and busiest sales events of the year! The 4th of July is the highlight of the summer season with people traveling all over to celebrate. It also has come to be one of the most anticipated sales weeks for customers and businesses with splashy promotions and some of the biggest discounts you’ll see all year long.
September 4th: Labor Day – Labor Day weekend is another popular three-day weekend for customers searching for a deal. Promotions and discounts are once again expected by consumers. However, it’s also when some of the newest models for next year are starting to be released by the manufacturer and making their debut on the showroom floor. This is a great opportunity to clear out old stock and start showing off next year’s models.
August: Back to School – Parents will be looking for affordable and reliable used cars for their newly-licensed teens and recent high school graduates. And, those who already found a used car the year before will be bringing them back for regular maintenance to make sure everything is in tip-top shape before their child starts the drive back to their college campus.
Q4: October, November, December
October 31st: Halloween – Celebrate the spooky season by treating your customers to scary good deals and frightfully fun promotions!
November 5th: Daylight Savings Time – Falling back an hour means more travel time in the dark. Encourage safety and help your customers prepare by running discounts on headlight/tail light checks and upgrades.
November 24th–27th: Black Friday, Small Business Saturday, & Cyber Monday – November’s triple threat sales events officially kick off holiday spending. While many customers are starting to purchase holiday gifts earlier in the year, by this time everyone is on the lookout for a great holiday deal. Be sure to post your ads well in advance of the multi-day spending spree to maximize views and keep your dealership top of mind.
December: Holidays – Christmas, Hanukkah, Kwanzaa, and Others – The best time to reach your last-minute shoppers! December is not just a great sales month, it’s also a great time to focus on giving. With spirits high, people are more generous than during other times of the year, which makes this a great time to make donations to non-profits and partner with local charities to host fundraising events.
With Over 11 million car shoppers every month, OfferUp is a great place to kick-start your marketing calendar. Find out how by visiting autos.offerup.com to learn more.