Sell-In and Sell-Through Reports

In partnership with NPD, PeopleForBikes provides members with exclusive access to monthly reports on U.S. wholesale and retail they can use to understand sales trends, identify areas of opportunity, and grow their businesses as well as the industry.

Wholesale Sell-In Monthly Reports

The wholesale sell-in monthly reports summarize the sales of complete bikes from participating suppliers to independent bicycle dealers (IBDs) in the U.S. Participating suppliers provide this “sell-in” data to NPD, who compiles aggregated sales reports across all bicycle categories and reports total units and dollars. The monthly reports also include wholesale inventory dollars and units. A complete list of bicycle categories is available here. No weighting, projection, or adjustment is applied.

NPD’s confidentiality agreement prevents them from sharing the list of participating suppliers.

The monthly wholesale sell-in reports are available to anyone who works for a company that is a member of PeopleForBikes, manufactures complete bikes that sell through the IBD channel, and provides wholesale sell-in data to NPD on a monthly basis. Upon request, the wholesale sell-in reports are also available to anyone who works for a company that is a member of PeopleForBikes and doesn’t manufacture complete bikes that sell through the IBD channel.

If you are eligible (as described above) and would like to receive the wholesale sell-in report from NPD, please let us know. We will provide your name, company, and email address to NPD so that they can add you to the distribution list.

If your company produces complete bikes and would like to participate in the wholesale sell-in program, please reach out to Dirk Sorenson at [email protected] to sign up. Your company-level data will never be shared outside of NPD.

An example wholesale sell-in report is available here.

Retail Sell-Through Monthly Reports

The retail sell-through monthly reports summarize the sales of bikes and related products to consumers through retail channels in the U.S. NPD collects retail sales data directly from the point-of-sales systems located at participating retailers and compiles aggregated sales reports of the total units and dollars for bicycles, accessories, parts, helmets/footwear/gloves, and shop services. The monthly reports also include average selling prices. A complete list of products and product categories is available here.

The retail sell-through reports provide sales through two channels: Independent Bicycle Dealer (IBD) and Rest of Market (ROM).

  • IBDs are independently owned retailers with physical store locations that sell complete bicycles, parts, and/or accessories. IBDs may have multiple or single locations and typically have a service shop. IBDs may sell sporting goods products that are not bicycle-related but they must also sell complete bicycles. More than 700 IBD doors participate in the retail sell-through program with NPD and we continuously improve and grow that panel. Although NPD’s confidentiality agreement prevents sharing the list of participating retailers, stores in this category are typically less than 25 doors and have retail footprints less than 6500 square feet.
  • ROM includes the sales of bicycles and related products that “sell-through” online retailers, sporting goods specialty stores, and mass merchants. Although NPD’s confidentiality agreement prevents sharing the list of participating retailers, examples include Amazon, Backcountry.com, Dicks Sporting Goods, Kmart, LL Bean, Performance Bicycle, QVC, REI, Scheels, Target, Walmart, Sports Authority.

The point-of-sale data received from the participating set of retailers are projected to represent the total universe by channel.  Projections are based on audits of the defined universe of retailers for each channel. Brand and category differences between the retail partners and non-partners are taken into account in the projection methodology.  Inputs to understand these differences include consumer panel data, client validation, and industry expertise.

The monthly retail sell-through reports are available to anyone who works for a company that is a member of PeopleForBikes, except retailers that do not participate in the retail sell-through program.

If you work for a bicycle retailer and would like to participate in the retail sell-through program, please reach out to Dirk Sorenson at [email protected] to sign up. Your company-level data will never be shared outside of NPD.

An example report is available here.

For questions about the Wholesale Sell-In or Retail Sell-Through reports, please contact Jennifer Boldry at [email protected]