Strider Bike UK won't be entering the fray on Black Friday and Cyber Monday deals.
In the US, Black Friday grew out of the Thanksgiving public holiday weekend and always signalled the start of the Christmas shopping period. Thanksgiving obviously doesn't exist here; there is no public holiday in the UK and most people would rather a day of promotions and discounts weren't taking place while they were at work.
So why are we different?
Strider Bike UK don't offer Black Friday sales, promotions or discounts at any time of year. We ensure that the independent toy store or cycle shops don't lose out on sales by being undercut. Plus they can keep offering great customer service and helping parents make informed decisions.
Karen, MD at Strider explains:
"At Strider, our ethos is to work alongside people who are as passionate about our bikes as we are. We actually took Strider bikes off the shelves of the large chains, that seemed hell-bent on discounting. We want to work with retailers that can give informed, honest advice to our parents. We protect our small passionate retailers who will happily spend an hour of their time educating parents as to which first bike to buy.
We appreciate budgets are tight for parents of toddlers at Christmas - we are parents ourselves, and that's how we got into this business! A Strider is a balance bike that's safe, with the research and testing to be expected from the industry leaders.
The bikes last from 18 months to 5 years and then they'll still be in top nick condition to hand to siblings. Our parents repeatedly come back and tell us their Strider is the best present they've ever bought their child.
By retailing through BMX tracks, velodromes, clubs, schools, and instructors, the profits get pumped back into keeping the centres open. Kids can ride bikes and keep the small passionate shop owner trading."
After all, a STRIDER is not just for Christmas!