America's Shifting Interest in Bikes

Did you know May is National Bike Month? The League of American Bicyclists chose this month, one which signals warmer weather and a return to the outdoors for many Americans, to celebrate getting outside and on a bike.

The third week of the month is designated as National Bike to Work Week, with that Friday holding the title of National Bike to Work Day, which is meant to encourage Americans to keep the car in the garage for their commute and instead take the bike out for a spin.

As the leader in global ecommerce acceleration, we’re constantly curious about the forces that shift in consumer behavior, which helps brands know how to forecast demand for their products, inform product design, and influence marketing strategy.

So, to celebrate National Bike to Work Day, we decided to do a deep dive into the online demand for bicycles and bicycle supplies to answer:

  • When does the most online shopping for bikes and bike gear happen?
  • Which types of bikes and bike gear see the most online demand?
  • Did COVID-19 impact demand for bicycles and bicycle gear?

To find the answers, our data science team analyzed Amazon market demand for bicycles and bicycle gear over the past three years.

Key Findings for Brands:

  • Demand for bicycles and bicycle gear is highest during spring and early summer
    • Mountain and road bike demand is highest during early spring
    • Bike trainer demand is highest in January (resolutions season)
    • Demand for e-bikes surged by 106% during Amazon Prime week 2021
  • COVID-19 had a huge impact on demand for bicycles and bicycle gear
    • Demand for new bicycles of all types was up big in 2020, but returned to at or below pre-pandemic levels in 2021
    • Since the pandemic, demand for bike tires has increased year-over-year
    • Bike jersey demand spiked by 86% during the Tour de France

Let’s dig into the data.

When is Market Demand Highest?

To start out, we wanted to see when Americans are most often shopping for new bikes, helmets, tires, etc. So we examined weekly demand for bicycles and bicycle gear in 2021 and the first few months of 2022.

Demand is low to start the year, and then quickly picks up in early spring. It stays consistently high from April through June, before it starts a slow decline, hitting a low point during the winter months.

The holiday shopping season may be huge for all sorts of items, but clearly not bicycles and bicycle gear.

2022 has brought an even sharper climb from February to March, although that’s more due to January and February of 2022 being much slower than those months were in 2021.

But, do all types of bicycles and gear experience the same seasonal demand? Let’s dig a little deeper.

In 2021, mountain bikes were far and away the most popular item in our analysis. They’re so popular they drew more than twice as much demand last year as road bikes, the second most popular type of bike in the analysis.

Unsurprisingly, universally important types of bike gear are also extremely popular, with bike racks, bike pumps, helmets, and bike shorts all landing the top five most in-demand items.

E-Bikes, a popular new type of bicycle which offers a pedal-assisted electrical boost, fell behind road bikes and just ahead of tricycles.

Next, let’s compare some of these items to see if and how seasonal demand might differ between them.

When is Market Demand Highest by Type?

Let’s start by comparing changes in demand for different types of bicycles:

Springtime is significant for most of the types of bicycles in our analysis, with the major exception being bike trainers, which saw the bulk of their demand come during New Year’s Resolution season early last year.

E-bikes, meanwhile, relied heavily on Amazon Prime Day to drive the bulk of their demand last year, with demand spiking by 106% during the week of the shopping holiday.

Demand for mountain bikes peaks a few weeks earlier than their road bike counterparts, peaking in mid-March as opposed to early April.

Mountain bike demand drops below average a bit earlier in the year than road bikes, but it does see a brief resurgence around New Year.

Tricycles saw the most consistent demand throughout the year, and, unsurprisingly, was the type that saw the biggest holiday shopping bump.

Now let’s take the same view of some popular types of bike gear.

Bike pumps see the first big spike in demand, with a huge surge coming in the final weeks of February.

The rest of the gear in our analysis saw demand steadily climb in early spring, but there’s clearly a more consistent level of demand throughout the summer months for bike gear, as opposed to the bikes themselves, which definitely rely more on early spring.

Bike racks and bike shorts both experienced their biggest weeks of the year during Prime Day, while cycling jerseys clearly rode a huge wave of popularity during the Tour de France.

COVID-19 Impact on Demand for Bicycles and Bicycle Gear

It’s clear that there are significant seasonal trends when it comes to bikes and gear alike, but one thing we noticed in all of the graphs above is that spring 2022 so far has had a slower start than the same time in 2021.

That naturally led us to wonder if 2021 was a particularly big year for biking, and if that was something the pandemic might have driven.

Let’s start by examining the weekly demand once more, but this time starting in January 2020.

The earliest weeks of the pandemic fell during what we now know to be the busy season for bicycles and bicycle gear, but this is clear evidence that demand was particularly high as Americans found themselves staying at home and avoiding public places.

COVID-19 Impact Month over Month

Taking a monthly view allows us to go back even further, so here’s how each month compares starting back in 2019:

Here we see even more evidence that the pandemic brought a massive surge in demand for bicycles and bicycle gear. The first few months of 2020 saw demand at levels nearly identical to 2019, but May and June saw monthly demand increase by 28% over the same months in 2019.

Naturally, we wanted to see if different types of bicycles and bicycle gear experienced different pandemic-related changes in demand.

Bike wheels saw the biggest increase in year-over-year demand from 2019 to 2020, with bike tires also not far behind.

Hybrid bikes and mountain bikes both experienced the largest increase for a specific type of bike, while bike trainers weren’t far behind.

Just about every category saw higher annual demand in 2020 than in 2019, with only bike racks and training wheels seeing demand decrease.

For a clearer picture, let’s wrap up with a closer year-over-year view of some of these categories.

Mountain bikes and road bikes both had a huge 2020, with demand surging in the spring and remaining comparatively high throughout the entire year.

2021, meanwhile, saw demand fall behind pre-pandemic levels for road bikes, while mountain bikes enjoyed a strong spring in 2021, but saw demand return to match pre-pandemic levels.

Bike trainers, meanwhile, saw a massive early spike in demand, leaping to a 120% increase in April 2020 vs. April 2019, as millions of people looked to sort out in-home training options during the beginning of the pandemic.

Demand stayed high throughout 2020, but once again we see 2021 with demand falling at or below 2019’s levels, and 2022 has seen demand reach new lows.

This all suggests that when it came to big-ticket purchases like a new bike, people splurged during the first year of the pandemic, and so we’ve seen an increasingly lower demand for those items each following year.

Although, one big ticket item has had a strong start to 2022:

E-bikes, which didn’t get nearly as huge a bump during the early pandemic, are enjoying a relatively strong start to this year, with demand in March of 2022 outpacing that month from any of the previous years.

COVID-19 Impact on Demand for Different Types of Bicycle Gear

While most types of bicycles saw demand surge in 2020 and then dwindle each following year, that doesn’t mean that cycling is dwindling in popularity. So let’s take this same view for types of bicycle gear.

Here we see more evidence that people are still biking plenty, even though they’re not necessarily in the market for a brand new bike.

The pandemic clearly brought a surge in demand for bike tires, although it didn’t pop up until later in the summer, some months after that initial pandemic surge in demand for new bikes.

2021, meanwhile, stayed consistently ahead of pre-pandemic levels throughout the year, while so far 2022 has seen monthly demand at its highest levels of any previous year.

Bike shorts have also seen demand remain high each year since the pandemic, with demand reaching an all-time high in summer 2021.

The year-over-year view of demand for bike jerseys serves to reinforce the relationship between the Tour de France and demand for this item, as the event was postponed from its usual July date to late September in 2020, which is when we see demand peak that year.

Not all types of gear have enjoyed year-over-year growth, however. Bike helmets, which aren’t as much of a frequent replacement item as tires, have seen trends match closer to the demand for bikes themselves.

A Lesson for Brands

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

Our data shows bicycles and gear surges in popularity as the weather gets nicer, but different types of bikes and bike gear hit their high points at different times of the year.

There’s also very clear evidence that people invested in new bicycles during the first months and year of the pandemic, which has seen fewer and fewer people in the market for an expensive new bike. However, many of those people are still out riding their new bikes, which means more people are in the market for new tires, a new helmet, or other types of cycling gear.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)