The Memorial Day sales window is a popular time for consumers, especially when they’re seeking out deals on appliances. But is that the hot window for the premium and luxury dealer?

Appliance manufacturers and independent dealers tend to hold their collective sales breath until Memorial Day to roll out the biggest sales event of the year. For premium dealers who sell to high-end consumers and builders, there’s a different window that can dictate sales volume for the year. What we know from the past 10 years of sales campaigns with multiple dealers focused on the upper income and high-end homeowner, the hottest window to promote is Winter into Spring.

Let’s dig a bit deeper to see behind this truth of luxury sales. Ask 50 premium dealers about the sales cycle for a $10,000+ kitchen sale. The answer lies somewhere between three and six months. Premium and luxury kitchens are not commonly sold to a customer on the first visit to your showroom because of the complex nature of the sale. A final decision to purchase after multiple visits and conversations by the consumer can take 3 months or more. It’s also common for homeowners to wait until the first of the year to make such decisions and select builders or a remodeling company. If you don’t get the message to your targeted audience in that Winter – Spring window, you lose one of the largest and most predictable waves of buyers for the year. 

With few exceptions, your best ROI will be achieved during that first critical luxury window of the year. 

Test this for yourself in your market. Build a campaign for all of your premium and luxury brands. Run campaigns in the Winter – Spring window then run campaigns in other windows throughout the year. With few exceptions, your best ROI will be achieved during that first critical luxury window of the year. 

Premium dealers sometimes assume that since they have the great showroom and the brands, the business will come to them and they don’t need to bother with such strategic conversations. During the past few years, business in premium and luxury has been booming. Premium dealers are seeing a minimum of 10% growth annually and some even beyond 20% annual growth. Can we depend on this type of growth much longer? No one really knows that answer. 

Your preferred clients and builders are moving quickly right now. They are making final decisions in this window. Decisions in this Winter – Spring window will dictate premium and luxury kitchen installations from Spring through Fall. That’s just how we see it work year after year. For more than a decade, we’ve been observing the rhythms of the sales cycles for premium and luxury buyers. Don’t wait until March to get your plan in place and be late to the party. Whatever marketing strategy you embrace, act now to maximize premium and luxury sales volume during the most predictable window of the year. It just might determine the heftiness of your bottom line in December. 

We want you to be informed and be strategic. That is central to our communications with you. We are marketing specialists for premium and luxury dealers, and we’d love the opportunity to assist you in your sales growth.