The Best Time for a Seller to Have an Auction

Is There Really a “Perfect” Time for an Auction?

If you’ve ever thought about selling through an auction, you’ve probably wondered, “When is the best time to do it?”
Many sellers picture a perfect calendar date when buyers will be flooding in, ready to bid. The truth? The “perfect” time is often when you’re ready — as long as you have the right marketing plan in place.

At National Auction, we’ve found that while timing can play a role, urgency and strategic marketing almost always outweigh the calendar.

Myth vs. Reality

Myth: You must schedule your auction during peak buyer demand to get great results.                                                                            
Reality: With proper marketing, strong bidder engagement, and competitive urgency, auctions can thrive at almost any time of year.

Some of our best-performing events have been held on dates most people would never expect:

• New Year’s Day — consistently one of our highest-performing auctions of the year.

• Thanksgiving evening — past auctions have drawn exceptional bidder turnout.

The only days we recommend avoiding? Christmas Day and Easter, when family activities are at their peak.

When Timing Does Matter

While the calendar isn’t everything, there are a few instances where timing can give you a boost:

• Seasonal alignment for certain items: Outdoor and recreational equipment often sees higher demand in spring.

• Seller urgency: If you need to meet a move-out deadline, settle an estate, or quickly access funds, the auction date should match your timeline, not the season.

• Avoiding major national events: While not critical, skipping big events like the Super Bowl or election night can help maximize attention.

The Real Key: Marketing Lead Time

We recommend 4–6 weeks of marketing whenever possible. This window allows us to use a snowball effect approach:

• Week 1–2: Initial listings and targeted outreach

• Week 3–4: Expanding promotion through email campaigns, social media, and industry networks

• Week 5–6: Peak exposure with frequent reminders, creating urgency for bidders to register and bid

This buildup ensures your items are seen by the right buyers multiple times before bidding ends.

A Word from Cash Seal

“If you try to pick a perfect date or try and miss every little event that is around, you would never have an auction. With a properly marketed auction with good merchandise, the bidders will be there.” – Cash Seal, AMM.  President / Auctioneer, National Auction

Planning Your Auction: Balancing Urgency and Exposure

When you’re ready to sell, the best time to set the auction date is when these three things align:

1. Your readiness and deadlines — Urgency matters.

2. Ample marketing time — Give the auction 4–6 weeks of exposure.

3. Your auctioneer’s schedule — Fit into the calendar for maximum marketing resources.

If waiting months for “peak demand” risks missing your goals, it’s better to launch sooner with a strong marketing push.

Final Takeaway

The best time to have an auction is rarely about the perfect season or date — it’s about being ready, prepared, and marketed well. With the right auctioneer, your sale can succeed on an unexpected day, whether it’s the start of the new year or an autumn evening.

If you’re considering selling, let’s talk about your goals, your items, and the marketing strategy that will get them in front of the right buyers — no matter what the calendar says.