At this time of year dealers are desperate to get rid of cars so play the game with them, and it depends on what you want, new or second hand.
Don't be afraid to offer stupid low prices on second hand cars, all the seller can say is no, and there are thousands of cars for sale, and you are the only buyer there at that point in time,so don't be in a hurry.
Most of my car purchases over the years have been private or auction, but be warned, auction is basically retail due to wankers who keep putting their hand up, so know the value of what you are buying.
I remember going to an auction and noticed on one particular vehicle, the representative from the selling dealer hiding behind a post putting his hand up to push the price up, and the auctioneer thought it was funny, until I pointed it out to the manager, who of course denied it happened until I showed him the video on my phone and threatened to take it to the authorities, so be very careful of auctions, and don't go to your first auction expecting to buy a car straight away, and also keep in mind, auction cars are unregistered as is where is to the public..
Look on Redbook for prices of the vehicles you are interested in.
If you have to finance, do the sums as to what the finance costs are, and remember Dealers make money from finance as well as extended warranty, which usually are not worth what they cost.
Last but not least, dealers only make money when they sell, so they will try every trick in the book to get you to buy, and if there is more than one salesman pressuring you, walk away.