When to Buy: Timing Your Purchase for the Best Deal
Learn when dealers are most motivated to sell—and when you'll have the most leverage to negotiate.
The Big Idea
Dealers don't just sell cars—they have quotas to hit and bonuses to earn. If you understand when these deadlines are, you can show up exactly when they're most desperate to make a deal. It's not about being lucky—it's about being strategic.
Why it matters
Salespeople have monthly quotas. Missing their number affects their paycheck and their standing with management.
What happens
If they're one or two cars short of their goal on the 28th or 29th, they may accept a deal they'd normally reject.
Pro tip
The last Saturday of the month is often the best single day to buy a car.
How to use this
Start your research and get quotes earlier in the month. Show up to finalize the deal in the last 3-4 days when salespeople are counting their numbers.
Why it matters
In addition to monthly quotas, dealers have quarterly targets set by the manufacturer.
The quarters
March, June, September, December are all quarter-end months.
What happens
Missing a quarterly number can mean losing out on much bigger bonuses than the monthly ones.
Pro tip
December is a "double deadline"—end of quarter AND end of year.
Why it matters
This is the big one. Yearly bonuses are on the line, and dealers are trying to clear out the current model year to make room for the new one.
The perfect storm
Models from the outgoing year often have the biggest discounts because the dealer wants them gone.
Caveat
If you want the newest model with the latest features, year-end isn't the time. But if you want the best PRICE, December is golden.
How Dealer Bonuses Work (The Stair-Step Explained)
Here's what dealers don't talk about publicly: manufacturers pay them "stair-step" bonuses based on how many cars they sell.
Example:
That's right—selling 10 more cars can mean an extra $55,000 for the dealership.
This is why a dealer might be willing to LOSE money on your specific car if it helps them hit the bigger number.
What this means for you:
If a dealer is close to their target, you have massive leverage. They're not just trying to make a profit on your car—they're trying to unlock a much bigger payout.
Other Good Times
Holiday Weekends
Memorial Day, Labor Day, July 4th, Black Friday—dealers run sales events and may be more flexible.
Model Year Changeover
When the new model year arrives (usually late summer/fall), last year's models get discounted.
Slow Days
Tuesday and Wednesday are typically the slowest days. Fewer customers mean salespeople have more time for you—and more motivation to close.
When Timing Doesn't Matter as Much
If there's a shortage
During supply crunches (like the recent chip shortage), timing becomes less important because demand outpaces supply.
For hot models
If everyone wants a specific car, the dealer doesn't need the sale as badly.
Used cars
Timing strategies work better for new cars. Used car pricing is based more on market conditions than dealer bonuses.
The Bottom Line
The best time to buy combines multiple factors:
Remember: Timing is ONE tool in your toolbox. It helps, but it doesn't replace doing your research, knowing the fair price, and being willing to walk away.
Sources & Further Reading
- Edmunds: Best Time to Buy a Car
- Experian: When is the Best Time to Buy a Car?
- Bankrate: Best Time to Buy a Car
- AARP: Best Time to Buy a New Car
Notes: Sources are provided for general education. Rules can vary by state and change over time.