As the holiday season approaches, marketing efforts ramp up, and automotive businesses have a prime opportunity to attract women—who play a significant role in holiday spending and decision-making. Women are the primary influencers and purchasers in their households, often coordinating holiday travel, gift-giving, and family logistics. Tailoring your marketing strategies to women during this busy time of year not only helps build strong customer relationships but also sets your business up for sustained success.
The Importance of Marketing to Women During the Holiday Season
We say this all the time, but it always bears repeating: Women are involved in 85% of all consumer purchases, a trend that intensifies over the holidays when families are on the go and vehicles are in high demand. Whether it’s planning for winter travel, buying a new vehicle, or getting the car ready for cold-weather conditions, women are at the forefront of these decisions. By focusing your marketing efforts on women, you meet them where they are, addressing their needs, values, and preferences—and building brand loyalty.
Effective marketing to women means more than simply adding holiday decorations or discounts. It involves communicating that your business is a trustworthy, inclusive, and supportive place for women to turn to when they need automotive services. This can make all the difference in how women perceive your brand, especially in an industry where many women feel underserved or even intimidated.
Cause-Related Marketing: Building Brand Loyalty and Community Impact
The holidays are also a time when consumers look to support businesses that give back to the community. Cause-related marketing allows your business to align with values that matter to your customers, and women, in particular, appreciate companies that support social causes. Creating cause-related initiatives over the holiday season can boost both your business and community involvement. Examples of impactful holiday cause-marketing efforts include:
- Hosting Toy Drives
Partnering with local charities to host a toy drive is a popular way to give back. Offer customers a small discount or free service (like a tire check or fluid top-off) if they donate a new toy. Not only does this support families in need, but it also positions your business as a place of generosity and compassion. - Supporting Women’s Shelters
Consider hosting a donation drive or pledging a percentage of your December sales to a local women’s shelter. This not only directly helps those in need but also resonates with female customers who prioritize businesses that demonstrate genuine care for the community. - Environmental Efforts
The holidays are a great time to promote eco-friendly initiatives, such as offering a discount on eco-friendly products or donating to environmental causes. Women often prioritize sustainability and will appreciate knowing your business is making efforts to reduce its environmental impact.
These cause-related marketing efforts build trust and rapport with women, making them more likely to become loyal customers who value both your services and your social impact.
How the Certified Female Friendly® Program Can Help You Connect
AskPatty’s Certified Female Friendly® Program empowers automotive businesses to create a welcoming environment for women and sets you apart as a business that values inclusivity and respect. This program provides you with the tools and training needed to build trust with women consumers and communicate your commitment to quality service.
Becoming Certified Female Friendly® not only enhances your reputation but also aligns perfectly with holiday marketing. Women who see the Certified Female Friendly® logo know your business values their needs, understands their concerns, and is trained to provide the best customer experience. Whether they’re stopping by for holiday maintenance or planning a new car purchase, women feel confident knowing they’re in a safe, supportive space.
Give Your Business the Gift of Trust and Loyalty This Holiday Season
Investing in the AskPatty Certified Female Friendly® Program is a lasting gift that will benefit your business well beyond the holidays. By becoming certified, you’re committing to a standard of service that resonates with women, builds loyalty, and makes a positive community impact. This holiday season, as you focus on the needs of women consumers, add the power of the Certified Female Friendly® Program to your toolkit.
Get certified today and give your business the best holiday gift of all: a stronger, more trusted relationship with your customers. Let’s make this holiday season one of connection, compassion, and growth—for you and your community.