Trying to quantify whether big cycling events like the Tour de France boost sales is not entirely straightforward – even if your shop received more cash from customers during the race, were there other factors at play, like good weather?
However we’re not about to stop that get in the way of some speculation, sparked by a recent press release from shopping site VoucherCodes.co.uk. According to the statement, the Tour de France’s opening stages in Yorkshire coincided with a rise in searches for cycling-related offers by 112% (since Saturday 5th).
That’s a more conservative figure than the one eBay bandied about – it said it saw a 200% increase in searches during the 2013 Tour de France (for cycle brand Rapha).
VoucherCodes said that retailers have made 30 per cent more cycling discounts available in June than in May.
VoucherCodes.co.uk MD Claire Davenport said: “We always see searches for outdoor gear increase in the summer months, but the fact that the Tour de France began in the UK this year has resulted in even more inspired shoppers wanting to get cycling.
“Although it hasn’t been the summer we had hoped for from UK sport, this isn’t dampening Brits’ enthusiasm to embrace all things active and we hope to see even more inspired British shoppers getting on their bikes as the race continues.”
Meanwhile Oliver’s Travels – an online luxury holiday retailer – also says it has seen a traffic spike thanks to Le Tour. Visits to the site have been up 60 per cent since the Tour de France started, with cycle fans looking to book accommodation on the cycle route. The company has properties along the route for rental.
Co-Founder of Oliver’s Travels Oliver Bell said: “We have some beautiful properties in and around France and we are lucky enough to have a select few designated on the Tour de France cycle route. We knew these properties would be popular at this time of year, but we never thought we would see such a spike in site visits – it’s fantastic!”