Back to school: how bike retailers can prepare for the new school year
Jul 15, 2026
•Rick Leerkes•5 min. reading timeThe summer holidays are still in full swing, but now is the time for bicycle retailers to prepare for the back-to-school season. Soon, school bags will be packed, timetables checked and the daily ride to school will begin again. For many students, that also means buying a new bicycle, cycling to secondary school for the first time or having their bike serviced before the daily commute starts.
For bicycle retailers, the back-to-school season is much more than a seasonal sales opportunity. It is a period where maintenance, safety and mobility come together. Retailers who respond to these needs help customers find not only the right bicycle, but also a safe and worry-free start to the school year.
The bicycle remains the primary mode of transport for students
The Netherlands continues to be a nation of cyclists. Research by the Netherlands Institute for Transport Policy Analysis (KiM) shows that around 80% of journeys made by secondary school students are completed by bicycle. E-bikes are becoming increasingly popular, particularly for students travelling longer distances.
For many families, the transition to secondary school is also the moment to invest in a new bicycle. Research among parents of first-year secondary school students shows that a longer commuting distance is the main reason for choosing an e-bike. The growing popularity of e-bikes among classmates also plays a role in this decision.
This makes the period leading up to the new school year particularly valuable for bicycle retailers. It creates opportunities not only to sell new bicycles, but also to offer accessories, maintenance and expert advice.
Safe cycling starts in the bike shop
When schools reopen, cycling traffic increases significantly. First-year secondary school students, in particular, are often cycling new routes independently for the first time. Every year, VeiligheidNL reports an increase in cycling accidents involving young people during August and September. This group has to adapt to unfamiliar traffic situations, longer distances and busier cycle paths.
This presents an opportunity for retailers to add real value. A properly adjusted bicycle, reliable brakes, powerful lighting and a quality lock are essential. Providing advice on visibility, tyre choice and maintenance also helps students start the school year safely.
As more students begin using e-bikes, the demand for expert advice continues to grow. Higher speeds create different expectations regarding maintenance, components and road safety. The Dutch National Institute for Public Health and the Environment (RIVM) also notes that the growing use of e-bikes among young people creates opportunities, while highlighting the importance of safe riding practices.
Customers need more than just a bicycle
Back-to-school shopping is no longer just about buying a bicycle. Customers are looking for complete solutions that prepare them for everyday use.
Think of durable panniers for carrying school books, lighting for the darker months ahead, additional locks for busy bicycle parking facilities and maintenance products that help keep the bicycle in excellent condition. A service check before the school year begins can also help prevent unexpected repairs during the first few weeks.
By broadening the conversation beyond the bicycle itself, retailers help customers solve their complete mobility needs. This not only improves service, but also increases the likelihood that customers will return for maintenance and additional products in the future.
Five questions that lead to better advice
Selling a school bicycle is often the start of a much broader conversation. By asking a few targeted questions, you quickly discover which products best suit the student's daily routine.
1. How far is the journey to school? Longer distances make comfort and convenience more important. Ergonomic accessories or an e-bike may be the right solution.
2. What needs to be carried every day? School books, a laptop or sports equipment often require a pannier, bicycle crate or sturdy luggage carrier.
3. Where will the bicycle be parked during the day? Busy school bicycle parking areas make an additional or higher-security lock a sensible recommendation.
4. Will the student be cycling in the dark? Good lighting and visibility are essential when travelling early in the morning or later in the afternoon during the winter months.
5. Is the bicycle only used for school? If the student also cycles to sports practice, work or social activities, additional accessories can make daily use even more practical.
When retailers build their advice around these questions, additional products become logical solutions rather than traditional upselling.
Five tips for smarter product presentation
A well-organised shop layout helps both customers and colleagues make better purchasing decisions.
1. Position panniers and bicycle crates alongside school bicycles.
2. Display locks and lighting together as a natural combination.
3. Create a dedicated "Back to School" display featuring the most popular accessories.
4. Place maintenance products, such as chain lubricant, bicycle cleaner and floor pumps, near everyday cycling accessories.
5. Use shelf signage or POS materials to explain how products complement one another and which everyday challenges they solve.
A logical product presentation helps customers discover complete solutions while making it easier for sales staff to provide comprehensive advice.
Be ready for the back-to-school season
Want to help your customers start the new school year fully prepared? Discover the possibilities within the PENDLR Portal and make sure your assortment is ready for the back-to-school season.
Rick Leerkes
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