OPINION Interest in child-carrying equipment is also strong, with
around a fifth of respondents considering a cargo bike purchase. But confidence about buying this equipment is notably lower than confidence about buying a standard bike. The concerns are familiar: cost, making the wrong choice, storage, safety, and whether they’ll use it enough to justify the investment. Parents want practical, experience-based information before they commit.
Second-hand challenges and opportunities One notable finding is that nearly half (49%) of parents planning to buy a child’s bike in the next two years are actively seeking guidance on buying second-hand. This reflects the economic reality many families face - children grow fast, and bikes are quickly outgrown. It also underlines why quality matters. A well-built kids’ bike that holds its value and can be sold on is a powerful argument for investing in a better bike from the outset. For the industry, the opportunity here is real. Trade-in and
period. These are not impulse buys. They are considered, often significant investments that parents make precisely because they are serious about using their bikes for real journeys. Looking ahead, the pipeline is strong. 72% of respondents say they intend to buy a child’s bike in the next two years, with a further 15% saying they might. Over half (56%) are also considering buying a new bike for themselves.
When it comes to what actually drives a purchase decision,
bike weight comes out as the most important factor - ahead of whether the child likes it, reviews, second-hand availability, and cost. Interestingly, brand name barely registers. Parents who have done their research know that a heavy bike is a bike a child won’t want to ride.
buy-back schemes and long-term lease arrangements have an important role to play.
Human expertise still beats the algorithm There has been a lot of discussion about what AI might do to specialist publishing and in-person retail. Our survey offers a useful data point. When asked whether they would trust AI to give them advice on family cycling, 45% of respondents said no. A further 45% said it depends. Only 9% said yes outright. Where parents have used AI tools for cycling research, the most common response is that they found it a useful starting point - but not definitive, and not something they would act on without checking against other sources. The reasons are telling: concerns about outdated
www.bikebiz.com
May 2026 | 41
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