Issues of supply and demand are basic to markets, but economic sociologists ignore consumers, while sociologists of consumption rarely treat consumption as demand. I conceptualize markets as cyclic interactions of producers and consumers around a product, each group embedded in different types of macrosocial patterns, with different purposes and structures. I apply this conceptualization to the French and U.S. bicycle markets from 1865 to 1914. The model helps explain differing market trajectories in these cases.