BUYER'S FORUM
golden age

Optical is entering what could be the most rewarding time in its history. The market is certainly growing by the minute. Thanks to the aging baby boomers, the audience for optical corrections is getting larger every year and will continue into the future. That's not to say that this market is going to be like the traditional senior shopper—they are aging enjoyably and focusing on treating themselves well in every facet of life. This includes eyecare. To appeal to this market, EB's editors have provided tips over the years to tempt senior spenders.

AUGUST 1989. Looking for a good time, the next generation of seniors is living the best life they can and ECPs can provide a dose of fashion and function. "Older consumers want good health," suggests optical and optometric consultant Sherrie Lambert, "but they also want to enjoy themselves and to be attractive. Optometrists and opticians are in a perfect position to answer those objectives."

SEPTEMBER 1996. Not slowing down by any means, silver sportsters are looking for functional boosters. "As a generation, baby boomers are very interested in sports and being active," says Denise Whittam, OD, of Manhattan's Cohen's Fashion Optical. "Anything that a dispenser can offer them to improve their game and make them look good in front of a colleague or friend is going to attract them."

DECEMBER 2004. Setting up for the future, the optical professional will have to make the dispensary a welcoming place for this aging group. "America is aging and the group that is moving into that aging sector is the baby boomer—historically our ultimate consumer. They are conditioned to spend. If you want to accommodate them, you need to look at issues such as wider aisles and specially equipped bathrooms. There are practical aspects of which retailers have to be aware," reports Steve Kaufman, the editor of Visual Merchandising and Store Design magazine.