trends now

Seasonal Selling

Alicia Hoglund

From the fashion runways to the faces of actors, musicians, athletes, and other A-listers, eyewear is consistently one of the must-have accessories. Which means that glasses and sunwear will be at the top of holiday wish lists this year.

With the months of November and December accounting for 25 to 40 percent of annual sales for retailers (according to the National Retail Federation), the time to act is now. Here, we offer tips on how to leverage glasses as the gift of the season.

1. MAKE IT EASY

Holiday shopping can be tough on even the most experienced of shoppers. Long shopping lists and even longer lines at the store can make for a miserable combination. So make it easy on your customers by pointing them in the right direction with specialized marketing.

Take a cue from the major department stores and websites and create specialty displays based on the intended recipient, e.g., “Gifts for Her,” with winning options in a variety of price ranges. The holiday season is also the time for big-ticket purchases, so consider highlighting high-end sunwear and specialty pieces, like sports eyewear and sunwear or 3D glasses. And be sure your displays are in plain view.

1. A&A Optical's Jimmy Crystal line of jewelry and accessories add sparkle to any eyewear purchase; 2. ClearVision Optical's 2013 sun program offers the next season's hottest trends at savings of up to 20 percent; 3. The GUESS? Holiday Gift Set includes a limited-edition sunglass with a matching black patent lipstick and ID case. Images courtesy of A&A Optical, ClearVision Optical, and Viva Group International

2. BONUS BUYS

Shoppers are always looking to stretch their dollars, especially around the holidays. Draw in customers with targeted promotions such as early-bird specials, limitedtime offers, and of course, Black Friday sales. Even something as simple as a free gift wrap service for any purchase over a certain amount may go provide customer satisfaction.

Promotional gift sets, gift-with-purchase deals, and other specials are a great way to make your customers feel like they're getting a bang for their buck. Many companies offer premade sets, like Viva International Group's GUESS? Holiday Gift Set, while others, like A&A Optical's Jimmy Crystal Holiday Collection, offer coordinating accessories, which act as freebies with an eyewear purchase or can be used for individual sale.

3. MODEL YOUR MERCHANDISE

As they say, imitation is the sincerest form of flattery. But it can also be a great way to increase your bottom line. There's a reason employees at clothing stores are required to wear the current styles—it sparks interest and stimulates sales! And this tried-and-true method can be easily applied to eyewear dispensaries.

Have your staff mix and match frames from your inventory. Not only will they become a walking advertisement for your merchandise, it will give customers a first-hand look at how to wear the latest styles and help clueless shoppers choose a gift for their hard-to-please recipients. As a bonus, your staff will be even more informed when discussing frame options with patients.

4. Hilco's holiday lens care kit includes lens cleaner, keychain screwdriver, and cleaning cloth; 5. The Ultra Clarity Winter Collection from Nanofilm includes one-ounce sprays, a fourounce easy-pour bottle, and a care kit. Images courtesy of Hilco and Nanofilm

4. STOCKING STUFFERS

Eyewear and eyewear accessories make for great stocking stuffers. Cash in on these smaller sales by placing readers, retainers, lens care kits, and other accessories near your register to nab those last-minute add ons. Companies like Nanofilm and Hilco offer holiday-themed cleaners and kits. Best of all, the labels can be customized with your dispensary's logo and contact information, so your holiday costumers come back for more. And for the indecisive shopper, a gift card in any denomination is always a welcomed present. EB