When to Buy a New Bike

First published January 28, 2021

You’ve got a couple of grand burning a hole in your pocket, and you decide now is as good as a time as any to invest it in a new bike. So let’s go. No, stop! Knowing when to buy may save you a substantial amount of change, which you could splash on some other shiny new toys. In this post, I offer you an insider’s view of when’s the best time to grab a bargain.

Not all months are equal when it comes to getting the best price on your new bike. An understanding of the cycling industry calendar can help you maximise your purchasing power.

The industry calendar starts with the launch of the new year’s models. Contrary to common sense, this happens in September, give or take a month depending on the brand. At this time of year, new models can be like hen’s teeth—demand often outstrips supply, so it’s not a great time to grab a deal.

As the year progresses, we move into November and December, and people flock to bike shops looking for that special big present. If you’re in the market for a sub-one-thousand pound ride, you’ve got very little chance of paying anything but the ticket price. On the other hand, if you’re looking for a high-end road bike, you could be in luck because road sales have already taken a nosedive. But wait, the prime time is just around the corner.

We slide into January and February, and bike shops are dead. Not only are they dead, but they’ve also got mounting bills, for all of that Christmas stock, to pay. Bingo! You are in the prime season for grabbing a bargain. The bike shop wants your money, and you want a new bike—it’s perfect.

As the clocks change and we roll into Easter, people start to flock to the great outdoors, and this means they’re looking at buying bikes. Only a desperate shop discounts heavily at this time of year. If you’re itching to part with your cash, just wait a little while and you’ll get a second chance at grabbing a great deal.

Early summer provides us with a bit of a dichotomy. On the one hand, manufacturers are starting to run out of stock of some popular models, and this means that it can be difficult to locate specific models and sizes. But on the other hand, any bike shop that still has high-end models in stock becomes motivated to turn them into cash before the new season’s models arrive. If you’re happy to buy a bike off the shop floor, this can be a great opportunity to pick yourself up a bargain.

Just like months, not all days of the week are equal. Choosing the right day to stroll in and start haggling can save you some serious cash. The first rule is not to buy on a Friday, and especially not on a Saturday. These are the busiest days of the week. The till is ringing, and sales peoples simply don’t have the time or motivation to quibble over price.

A better choice of day is a Tuesday or Wednesday. There are good reasons for these days. Firstly, Mondays are normally busy with people bringing bikes into the workshop or looking for items that need replacing after their weekend’s ride. Secondly, Thursday is a day of hope. It doesn’t matter what trade has been like, sales people are licking their lips waiting for the weekend onslaught. Ultimately, when they’ve got hope, they’re not likely to be so keen on haggling.

If you pick your time well, sales people will have time to serve you and, just as importantly, time to discuss price. The best times are, generally speaking, mid-morning and mid-afternoon. Let’s look at the shop’s day to understand why this is the case.

As a shop opens, there’s often a steady flow of people dropping off or collecting bikes—sales people have zero time. Then, as midday strikes, the first of the lunchtime browsers and buyers arrive. Quite often these are the people that have nothing else to do on their lunch-break, so they’re quite happy to spend the entire time picking the brains of whomever they get hold of.

The lunch rush abates by two o’clock and there’s a small window of calm a.k.a. a buying period. In an instant, it’s over because the schools close and shops get swamped with prams, screaming children, and harassed mothers or au pairs if you’re in Surrey.

Before you can bat an eyelid, all eyes are on the clock as everyone waits for closing. By the time you find yourself in the final thirty minutes of opening, you’ve no chance of a deal. The sales people want to shut up shop, get on their bikes, and head home. The thought of watching their imminent departure disappear to entertain a bargain hunter is nothing more than loathsome to them. Forget it.

So, now that we’ve looked at the best months, days, and times to buy a bike, let’s bring it all together. The optimum time and date is mid-morning on a Tuesday in early February. If you want to mark it in your calendar, it’s 10:30 am on February 16, 2021. Happy shopping and happy riding until next time.

Photo credit: Jp Valery