Even more interesting is the fact that the number of 65-plus Americans has more than tripled since 1900--soaring from 3.1 million in 1900 to 34.4 million in 1998. This older population will continue to grow significantly in the future, as the baby boomer generation--Americans born between 1946 and 1964--reaches age 65 between the years 2010 and 2030.

 happy retirement years in a very active way. Many play golf and tennis. Many participate in activities like biking, hiking, boating, fishing, and even inline skating. Like their younger peers, this population segment requires sports eyewear to protect their eyes from the sun and to enhance their vision and, thus, their performance.

"I try to explain that it's a piece of equipment for them--like a golf club," says Bob Royden, optician and owner of Village Eyeworks in Scottsdale and Surprise, Ariz. "Their eyewear is important."

According to many opticians, this seniors segment has the disposable income to purchase high-quality sports eyewear products. And they have the time to research their options--either in-store or, as many of them are doing, on the Internet. Thus, for those optical shops interested in capturing the power and dollars of this lucrative market, it is important to be prepared with both the proper product and knowledge to make the most of this eyewear sale.

DIFFERENT, YET THE SAME
While there are some differences in the styling choices between the senior customer and a younger consumer, most dispensers say that they want the newest and the most technologically advanced products just the same.

Thus, Morgethal says his dispensers may guide older customers to a different type of design when they ask to see the latest in sports eyewear offerings. And instead of pointing them toward fashion, the focus is more on functional concerns.

"We have a lot of seniors coming to our Surprise location and younger folks coming into our Phoenix location," adds Royden. "They are very similar in what they're looking for, except we do sell more Oakleys to the younger crowd. But the older customer is definitely taking more of the options available on the frames and lenses because they have more disposable income."

THE BELLS AND WHISTLES
Many dispensers agree that prescription sports eyewear is a tremendous growth area, even including prescription inserts for those frames that cannot be Rx'd. Many sports eyewear manufacturers offer their own prescription programs in which they supply prescriptions in their own proprietary lenses. Many say the older customer goes for this advantage.

Eyecare professionals also report that the add-ons like flash mirror and AR coatings are an easy sell. And most say that the polarized lens business is growing in leaps and bounds.

"Everybody takes polarized--at least 85 percent," says Royden, who also notes that his average sale to the senior population is about $525 for prescription sunwear.

Adds Skip Flynn, owner of the seven-location Abba Eyecare in southern Colorado, "We see a much bigger desire for polarized products from the older demographic versus the younger population. They have the income for it."

One surprise for Stephen Schubach, president of the 15-store Standard Optical in Utah, is one of the bestsellers at his one sports eyewear location in the Deer Valley Resort area. "We put it in just to try it and it turns out that Escada has been huge with women in this age group," he says. "They want something that is fashionable and yet can function as sports eyewear on the slopes as well."

Perhaps because of their larger amount of disposable income, seniors are looking for sports-specific eyewear as opposed to multi-functional pieces, according to dispensers.

This represents great sales opportunities. But it also requires an investment because when marketing to this growing and disposable-income rich population segment, it is critical to have three things: A variety of products available, a selection of lens and coating options, and the knowledge to explain why they need them to enjoy their active lives to the fullest. EB