Most retailers are currently trading at 75% of normal volumes, a 10% increase from January, according to the latest data from Auto Trader.
Registering a 10% year-on-year increase in audience performance to 15.2m cross platform visits, activity on the Auto Trader marketplace points to an encouraging recovery in the coming weeks.
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The data also revealed an 8.5% increase in advert views, and an average of 1.4m visitors every day last week, driving a 31.3% year-on-year increase in the number of leads being sent to retailers.
In anticipation of forecourts reopening with the easing of restrictions, an increasing number of consumers have been browsing around online.
Nathan Coe, chief executive of Auto Trader, said: “We are seeing early signs of a strong consumer recovery from the latest lockdown. It’s clear that consumers are getting more comfortable with the current buying options available and are anticipating physical forecourts fully opening in the coming weeks. We have seen this in both a step up in our audience performance and our proxy sold data.”
According to on-site research conducted on 23 February 2021, amongst the 800 consumers intending to buy in the next 12 months, 73% said the announcement from the prime minister had no impact on their planned purchase timeline.
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By GlobalDataOf the consumers that made adjustments to their timelines, 11% said they were considering delaying the purchase further, while 6% said they would purchase sooner.
Additional research from Auto Trader also revealed positive trends within consumer confidence in being able to afford their next car, with 84.3% reporting “very high confidence”. For individuals looking to buy in the next two weeks, this figure increased to 86.7%.
Coe concluded: “It is critical that retailers are showcasing all of their stock online to maximise current online sales opportunities now, and to ensure that buyers who prefer to wait a few weeks can begin to make their buying decisions.
“We know April sales come from consumers searching in February and March and with the additional impetus from the plate change we can expect this to be even more pronounced this year.”
