To coincide with Black Friday and promote sustainable travel, Transport for London is offering a 25 per cent discount for Santander Cycles annual memberships.
The discount is one of a number of initiatives introduced by TfL aimed at encouraging people to opt for greener travel options while enjoying Black Friday and Christmas shopping.
Measures include the introduction of a partnership with InPost to install parcel lockers across the city and the continued running of public transport services throughout December.
The Santander Cycles scheme reported record ride numbers for September earlier this year, with an average of 40,660 journeys per day.
Santander Cycles can be hired from £2 a day for an unlimited number of 30-minute journeys, while annual memberships work out cheaper for regular users.
“We’ve seen an increase in the number of personal deliveries across the capital which is affecting air quality in the capital and the health of many Londoners,” said TfL Director of City Planning Alex Williams.
“Black Friday weekend is one of the busiest shopping events of the year and is highly anticipated for London’s shoppers and retailers. We’re encouraging Londoners to choose greener ways of getting their deliveries such as using click and collect or getting to the shops by public transport, helping to reduce the congestion on the capital’s roads and improving air quality.”