buyer’s forum
Back-to-School Sales
Amy Spiezio
Back to school means back to the mall—and back to the doctors’ offices—as youngsters prepare for another year of academics and all of the accompanying bells and whistles. Are you ready for what the National Retail Federation (NRF) deems “the second-biggest shopping time of the year?” In a recent blog post at the NRF’s site, blog.nrf.com, spokesperson Kathy Grannis points out that families with children in grades kindergarten through 12 spent almost $690 on school related-items.
In a recent survey conducted for the NRF by BIGinsight, nearly 77 percent of families with school-aged children report that the economy is impacting their back-to-school spending plans. These cost-conscious shoppers have bargain-buying plans in place, Grannis notes, that all retailers can consider. These include a few factors optical buyers can think about as they set up for their best back-to-school sales.
INTERNET. Though much of frame-buying work involves what’s on the boards, increasingly shoppers are looking online to pre-shop. According to the BIGinsight survey, 18.4 percent of families with school-aged children will visit the Internet for deals and product education. Maybe this should be the year to step up your website content of dispensary inventory.
COUPONS. The survey also found that 36.7 percent of parents are planning on utilizing coupons to boost their back-to-school buying power. Whether via your Facebook page, email, mailings, or however your distribute your discount vouchers, doing your homework this time of year pays off.
GENERIC PRODUCTS. Finally, purchasing generic products is a money-saving strategy for 36.9 percent of respondents. While optical doesn’t have generics per se, it’s a good reminder to have a cross-section of frames, branded and non-branded, available to appeal to all patients.
| Inventory Question of the Month |
|---|
|
This back-to-school season, my practice is going to capture more sales by: - Working with local schools to build post-screening referrals. - Stocking up on budget-friendly kids’ styles that will appeal to youngsters and parents. - Upgrading our sports protection selection for children to build our add-on/second-pair sales. Please email your responses to executive editor Amy Spiezio at Amy.Spiezio@PentaVisionMedia.com, or cast your vote at the EB website, EyecareBusiness.com |
| MOMMY BLOGGER STYLE TIPS |
|---|
Jen Hatmaker was a Facebook sensation this summer for her “Worst End of School Year Mom Ever” blog, posted on jenhatmaker.com/blog. In the article, she notes that at the end of the school year, things kind of go off the rails, “So, Mom out there sending Lunchables with your kid, making her wear shoes with holes because we’re.almost.there, practicing ‘auditory reading’ with your 1st grader, I got your back, sister. We were awesome back in October; don’t you forget that. We used to care, and that counts for something.” But she notes that by August, parents are back in the groove and ready to trick their kids out as best they can. Here are a just a few mommy blogger takes on kids’ fashions: ■ THE BLUE CLOSET (thebluecloset.com), Mother of three Cassaundra, covers style, beauty, and fashion for girls, boys, and tweens. This summer her stylish progeny are tricked out in florals and polka dots on skater dresses as well as cute separates.
■ PETIT VOGUE (petitvogue.com/blog). Focusing on “hand-picked children’s fashions” Petit Vogue features reviews of clothing for kids with an emphasis on comfort, environmental sensitivity, and pure cuteness. Hot on the fashion list are comfy t-shirts and jumpers that are designed for the needs of kids rather than shrunken down adult clothes.
■ LADYS & GENTS (ladysandgents.com). Created by a stylist, Estee Stanley, and a designer, Jenni Kayne, who also happen to be moms, Ladys & Gents is a high-fashion look at what’s cool for kids. Their tots sport mirrored sunglasses, floppy hats, and patterns ranging from gingham check to color blocking and stripes of the horizontal and vertical variety.
|
![]({"src":"/media/edqdadjv/82013.jpg","focalPoint":null,"crops":[{"alias":"thumbnail","width":1110,"height":700,"coordinates":null}]})