The best month: December
Edmunds tracks the average discount off MSRP on new cars. In its data, December had the deepest discount in each recent year:
| Year | Average discount off MSRP in December (Edmunds) |
|---|---|
| 2023 | 3.1% |
| 2024 | 4.2% |
| 2025 | 4.7% |
Kelley Blue Book data from Cox Automotive points the same way. In December 2025, incentives averaged 7.5% of the average transaction price, the highest point of 2025, up from 6.7% in November. A year earlier, December 2024 incentives were 7.9%. Note that December prices are also high: the average transaction price hit a record $50,326 in December 2025, partly because many people buy pricier trucks and luxury cars at year-end.
Why December? Edmunds points out that dealers finishing the year below their sales goals may push harder, and late December overlaps with clearing out the current year's inventory.
What about 2026?
Edmunds reports average discounts of 4.4% to 4.9% off MSRP from January through September 2026, with June the deepest at 4.9%. That's a fairly steady level all year. It also reports a record average transaction price of $49,639 in September 2026, and loan rates averaging about 7% through most of 2026. Edmunds expects discounts at the end of 2026 to be more generous, though that's a forecast, not a promise.
The best time of year for outgoing models
Edmunds analysts say August and September are when automakers generally make the most concentrated push to switch to the new model year. That's when you're most likely to find deals on the outgoing year's models, with the trade-off that colors and trims may be limited. Edmunds also says Black Friday shoppers will likely see greater discounts on outgoing models through November.
End of the month and day of the week
You'll often hear that the last days of the month are best because salespeople chase monthly bonuses. Edmunds says that's possible but hard to know ahead of time, and gives no figures for it. On days of the week, Edmunds notes weekends are busiest, so a Tuesday or Wednesday may mean less waiting and more attention. That's about service, not a proven lower price.
When not to buy
Edmunds suggests January isn't usually a strong month, as dealers tend to start the year conservatively. More important than the month, though: don't buy when you're rushed, before you know your loan rate, or before you've compared written prices from several dealers.
What matters more than the date
- Get preapproved. The FTC says preapproval lets you know your APR, term and maximum loan before you shop. The dealer's rate usually includes compensation for the dealer, so a preapproval gives you something to beat.
- Get an out-the-door price in writing, including taxes and fees, so offers are comparable.
- Compare incentives properly. A 0% offer and a cash rebate are often either/or. The 0% APR vs rebate calculator shows which is cheaper.
- Know what you can afford. The car affordability calculator works from your income.
- Read the guide to negotiating a car price.
The bottom line
If you can wait, December has had the biggest average discounts and incentives in recent data, and late summer is when outgoing models get pushed. But a well-prepared buyer in June can beat an unprepared one on New Year's Eve. The best time to buy a car is when you've done the math and have offers in writing.