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Online retailers gear up for weekend traffic beginning on Black Friday

Published November 25, 2020

LONGMONT, Colo. (BRAIN) — Bicycle online sales volume on Black Friday through Cyber Monday is projected to be higher than the surge in May, when the COVID-19 pandemic sparked the industry boom.

This forecast comes from SmartEtailing, an industry marketing company that also provides website and data solutions to help IBDs and suppliers sell products in-store and online.

"The weekend is on track to be a really big year," said Ryan Atkinson, president and co-owner of SmartEtailing. "We have seen online sales remain significantly higher in Q4 already, signaling continued high demand and early holiday shopping. (Recently), we started to see a dramatic spike in conversion rates, online orders, and online sales dollars."

Atkinson said SmartEtailing has taken proactive action to prepare for "unprecedented sales volume" and is in contact with retailers across the country to prepare for the influx of online activity.

According to the National Retail Federation in a story published by on Nov. 23, American consumers have more to spend this year on goods because of money saved on travel and other services impacted by the pandemic. The federation projects a 20%-30% rise in online sales, resulting in between $202.5 billion and $218.4 billion this holiday season.

The Pro's Closet, the used bike and component e-commerce seller, is hoping to see a 200% increase in online sales, said Matt Heitmann, TPC chief marketing officer.

"We're going deep on our discounts for our Cyber 5 sale, which starts Thanksgiving Day, especially around trainers, wheels, and framesets," Heitmann said. "We expect to see continued interest in bikes and riding accessories this winter, but we also recognize that people are looking to get the most value out of their holiday spending."

On TPC's website, the sale is advertised as "five days of incredible 24-hour deals. Save up to 70% on the best brands and products in cycling! First come, first served..."

E-bike manufacturer Rad Power Bikes said because of the growing popularity of electric assist amid the bike boom, it has provided "special bundles" that include everything a consumer needs to start riding, while also offering accessory packages for current e-bike owners.

"And while we typically don't share sales figures or predictions, this is historically our largest order-volume period of the year," a Rad Power spokesperson said.

A pre-holiday display Wednesday at Longmont (Colo.) Bicycle & Coffee Co.

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