The cycling industry has leaned heavily on discounts, and Black Friday epitomizes this trend. This year, some discounts are exceeding 60%—an increasingly unsustainable approach. Consumers are fatigued by constant sales, creating a cycle of waiting, not buying.
A bike is a long-term purchase—riders once upgraded every 2.7 years, now it’s over four years. With such deep discounts, why pay full price when the next sale is always around the corner? One major (non-bike) brand ran deep discounts for over 250 days last year! This devalues products and alienates loyal supporters of established brands.
Post-COVID discounting is necessary for some brands to convert surplus stock into cash, but are their private equity and VC owners guiding them into an abyss? Over-reliance on discounts erodes value and customer trust.
Smaller boutique brands, however, are thriving by maintaining price integrity and loyalty. Their approach appeals to consumers seeking authenticity and predictable value.
Today, Circular Monday offers an alternative—promoting second-hand, rental, and repair over excessive consumption. It’s a reminder for cyclists to focus on sustainability, not just discounts.
Perhaps the future lies in rethinking this approach before discount fatigue becomes irreversible.