Brits plan for a 'wheely' good Christmas this year


The great bicycle boom of 2020 saw over 3.1 million bicycles purchased in the UK alone[1].  With sales continuing to grow throughout this year, it's no surprise that new research by Direct Line Cycling Insurance reveals as many as one in eight Brits (12 per cent) plan to buy a bicycle this Christmas, with nearly half (46 per cent) influenced to do so by the recent Black Friday and Cyber Monday deals.

With UK customers buying a bike every 10 seconds1, the latest research from Direct Line further highlights the nation’s love for cycling, as one in 10 (11 per cent) surveyed say they have already bought a bicycle this year. Almost a quarter (23 per cent)of those purchases came from those living in the East of England and over a quarter (27 per cent) were aged between 25 – 44.

As the nation gears up for the festive season, two in five (39 per cent) admitted they will be treating themselves to a bicycle this year and nearly a third (30 per cent) plan to buy a bicycle for a friend this Christmas.

In fact, while a generous 66 per cent of those living in Leeds said they would be buying a bicycle for their partner this Christmas, of the 2,000 people surveyed, the data also revealed that those in Newcastle and Bristol wouldn’t do the same for their other halfs!

The research went on to show that mountain bikes are still ahead of the race, with a third of Brits (34 per cent) planning to purchase one, closely followed by road bikes (28 per cent) and BMX’s (21 per cent), whilst less than a fifth (17 per cent) said they would opt for an Electric Bike.

Despite the increase in bicycle purchases, a whopping 39 per cent polled have not considered cycling insurance for these, with just over a quarter (27 per cent) having bought it as part of the gift. However, over a quarter (28 per cent) said they would be buying safety equipment, such as lights, a bike lock and helmet with their new bicycle.

Alison Traboulsi, marketing manager at Direct Line Cycling Insurance says: “Covid brought about a dramatic increase in bicycle sales. Heightened anxiety over public transportation and a surge in exercise and the well-being benefits of cycling have encouraged more and more people to get out riding.

"There has never been a better time to buy and ride a bike. It's therefore no surprise that bicycles are topping the list this Christmas, as the demand continues to increase. Insight shows cycling is loved by all ages across the UK, so we’re sure Brits won’t get too-tired of this sport any time soon. But, it is important to remember how vital it is to protect both yourself and your bicycle and consider what insurance you may need.”

- Ends -

For further information please contact:

Chelsey Wheeler

Direct Line PR Manager

Email: [email protected]

Tel: 01651 832 095

Notes to Editors

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line.

Direct Line Cycling Insurance is arranged by Gator Bikesure Ltd, a subsidiary of Two Three Bird, who provides insurance solutions across the UK. The insurance is underwritten by Red Sands Insurance Company (Europe) Ltd. Gator Bikesure Ltd is an Appointed Representative of Compass Underwriting Ltd who is Authorised and Regulated by the Financial Conduct Authority under firm reference number 304908. Red Sands Insurance Company (Europe) Ltd is Authorised and Regulated by the Gibraltar Financial Services Commission. Gator Bikesure Ltd (Company Number: 09492364) registered address: 3rd Floor, 114a Cromwell Road, London, United Kingdom, SW7 4AG. Customers can find out more about our Direct Line Cycling Insurance products or get more information by visiting or calling 0330 460 0277.

Two Three Bird has operated in the cycling insurance industry for over 13 years and holds a presence on four continents, providing leading specialist cyclist insurance solutions to partners in South Africa, Australia, North America, the United Kingdom and Europe.

Direct Line Specialist Cycling Insurance:

Direct Line’s specialist Cycling Insurance packages are available now and depending on the cover level you choose; you can get insured for: 

●        Theft, accidental or malicious damage to your bicycle (including e-bikes) and cycle accessories 

●        Reimbursement for travel or cycle hire if you have an accident and need to get home and while you wait for your claim to be resolved 

●        Public liability cover while riding a bicycle 

●        Personal injury and Emergency medical cover, including dental care, optical care and physiotherapy 

●        Taking your bike abroad, including bike box protection 

●        Participation in a cycling race, sportive or organised event. If you can't take part in an event due to a cycling injury, we'll cover your entry fee 

Customers who bought their bicycles new also enjoy a lifetime New-for-Old benefit to cover their bikes on a new replacement basis that is not capped to a limited time period. In addition, the cover also provides public liability and personal injury cover to the rider, which is tailored to the customer with packages suited towards commuters and casual riders, adventurers and cycling enthusiasts. Direct Line’s customers also have the option to be covered while participating in cycling races or sportives; or while travelling abroad with their bicycles.

[1] Sourced on 30.11.21: