Hilco's Dualies leashes.

Even though the holiday season is traditionally slow for optical retailers, many eyewear accessory manufacturers report that their sales double during fourth quarter. This goes to show that people do indeed view cases, chains, repair kits, and sun clips as great gifts. So don't accept slow sales when a little marketing savvy can turn a quiet quarter into a strong season. But achieving increased accessory sales during fourth quarter requires early planning. "Those who have been successful building their accessory business will double their accessory inventory for the holiday season and display the merchandise prominently," says one manufacturer. "Some optical retailers place a display fixture near the store front window so holiday shoppers can see their accessory offerings as they pass by. It's also a good idea to incorporate accessories into a holiday-themed storefront window. One optician used eyeglass chains and other accessories as ornaments by hanging them on a Christmas tree."

Build it and they will come

The Ochner Clinic Optical Shop in New Orleans has taken accessory merchandising to the next level by installing a permanent slat board with pegs on a wall to hang chains, cords, and other accessories. "When we moved, we decided to add the slatwall as a permanent part of the space," says Jeanne Ferraro, manager of the store. "And ever since we've had the display, more of our customers impulsively buy coordinating chains to go with their new pair of eyeglasses." In fact, Ferraro reports that her accessory sales increased 70 percent after the slatwall was installed.

Similarly, Richard Morgenthal, co-owner of Morgenthal-Frederics, New York City, built a display area dedicated to accessories that's part of the store's architecture. "Once we made a commitment to accessories, our sales for that category increased from five percent of our total sales to 20 percent," states Morgenthal. In fact, Morgenthal is so committed to accessories that he developed an accessory line under the Morgenthal-Frederics brand name. "We view eyewear as a fashion accessory and accessories are just a natural extension to it," he says.
To maintain the store's high volume in accessories, Morgenthal-Frederics makes sure new product is added to the mix at least every three to four weeks. "When customers realize we're always getting in new items, they come in more often to check it out," says Morgenthal. "During the summer, we offer silk shantung citrus-colored eyeglass pouches with drawstrings, and during the winter months we show the same pouch in twill or wool fabric. For the holidays, we do a strong business with evening accessories like readers in Swarovski crystal cases that retail from $250 to $280."

NanoFilm's holiday-themed cleaning kits

Since Morgenthal-Frederics is located on tony Madison Avenue-one of the great shopping meccas of the country-the average ticket price for an accessory is relatively high-between $50 and $75," says Morgenthal. "In fact we've done so well with a line of beautifully crafted leather eyeglass cases that we're adding a coordinating line of handbags. I am always looking for ways to diversify, and since we've been successful merchandising eyewear accessories, why not keep pushing the envelope?"

Alyce Skinner, owner of Adair Optical, based in Houston, Texas, has also discovered that when you add merchandise that coordinates with your core product, it becomes an easy, add-on sale. "For the holidays, show a bit of glitz to commemorate the holiday season," Skinner advises. "Since accessories are often impulse buys, people can justify buying a festive looking chain and case to use for a special party or event." She adds, "and if your customers don't notice your accessory assortment, simply ask for the business. It's that simple. After all, that's what the McDonald's cashier does when he asks if you'd like french fries with your meal."

Offer gift wrap

Ferraro of Ochner Clinic has found that one way to clinch a gift sale is by offering free gift wrap. "More people are time pressed, so they appreciate an added service like gift wrap-especially around the holidays," she says. "We have wrapping paper for the holidays, birthdays, and generic white and gold paper that could be used for any kind of gift. Just make sure you put up signage to make your customers aware of this benefit." 

	Eyemagine's readers with Swarovski crystal cases.

There are also accessory manufacturers that merchandise their product in special gift packaging. "We were very successful with a Mother's Day reader merchandising promotion, so we're utilizing the packaging for the holidays too," says one vendor. 

Jan Standard, an optometric technician at Easely Eye based in Easely, S.C., displays a Santa's sleigh at the end of the year filled with accessory items such as cases, chains, and lens cleaners. In addition, she places a sticker that says "makes a great stocking stuffer" on a fixture with lens cleaner kits that sits right next to the cash register. "As it is these cleaners sell by themselves, but we sell twice as much during the holiday season," says Standard.

Similarly, Benny Shor, who owns Diamond Vision in Brooklyn, N.Y. says that his lens cleaner kit sales have been growing steadily since he first started carrying them five years ago. "AR coated lenses are great, but they're hard to keep clean, and this cleaner does the trick," says Shor. "Plus, since the packaging features our logo, our customers are reminded where they can come to buy more cleaner. We always keep a supply next to the cash register to encourage impulse buying. But it's also a way of better satisfying our customers."

California Optical's newest bowling bag-inspired cases

"The bottom line is you've got to let customers know through the complementary product you carry, displays and signage that you're also a retailer who can help meet their gift needs," says Ferraro. And if you do that, your business can enjoy a very merry, and profitable, holiday season. EB