To better understand women’s frame purchasing behavior, we analyzed more than 1.3 million frame transactions from 2,000 practices nationwide in 2024. 

A Pricing Guide

Purchases were classified into quartiles (Q1-Q4) based on list price percentiles to capture spending distribution:

• 1 (Entry level): $104 average

• 2 (Median): $194 average

• 3 (Upper mid-tier): $250 average

• 4 (Premium): $389 average

This analysis reveals that women actively purchase across all tiers. While affordability drives Q1 behavior, premium demand remains strong, with nearly 25% of purchases averaging close to $400. Mid-tier purchases (Q2-Q3) anchor the market, making up the most consistent share of sales.

Takeaway for Practices

Stock a tiered frame board that spans value, midrange, and premium options:

• Stock value lines to capture budget-conscious patients.

• Ensure depth and variety in midrange assortments, since these tiers drive most sales.

• Maintain a curated premium selection for women who prioritize brand, exclusivity, and fashion.

Coastal and urban practices should lean into premium assortments, while Southern and central markets benefit from expanded entry-level offerings. Aligning your product mix to these purchasing patterns maximizes both patient satisfaction and profitability.

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Practice Resources

The GPN Visions business solutions channel (visions.gatewaypn.com) offers timely webinars and resources to ECPs. The open-forum webinars feature some of the industry’s most successful ODs, practice management consultants, and business owners. GPN Visions members are invited to attend live webinars, view recorded presentations, download useful tools, and participate in live Q&A sessions with industry pros.