Despite being trusted providers of vision care, optometrists and optical shops capture only about 6% of plano sunglass purchases over the past 12 quarters¹. This indicates a significant missed opportunity to expand sunwear sales within optical practices.

By engaging patients in thoughtful discussions about the risks of sun exposure and the benefits of proper eye protection, eye care providers can both enhance the patient experience and boost practice revenue. Addressing patients’ functional needs and style preferences through sunwear education and recommendations can strengthen trust while meeting an untapped demand.

Understanding the factors that influence sunwear sales—such as seasonality, regional differences, and demographic trends—can guide practices in setting realistic goals and strategies for increasing their share of sunwear revenue. Tracking sales data by quarter, region, gender, and age group allows businesses to cater more effectively to diverse patient needs.

Methods

To uncover the impact of season, location, gender, and age on sunwear purchases, we analyzed data from GPN’s database, sampling 1,000 optical locations across the U.S. The dataset included over 7 million transactions from 2023. Our focus was on the share of transactions that involved a sunwear frame purchase.

Results were calculated using weighted averages for each patient segment, defined as a unique combination of U.S. region, calendar quarter, gender, and age group. Transaction volume within each segment determined the weights.

Results

Across all regions, demographics, and timeframes in 2023, only 2.4% of transactions included a sunwear frame purchase. Here’s how key factors influenced these transactions:

1. Regional Impact

Sunwear frame purchases varied significantly by region:

• West: 4.1%
• South: 2.2%
• Midwest: 2.0%
• Northeast: 1.2%

2. Seasonal Patterns

Seasonal variation was less pronounced than regional differences:

• Q2: 2.5% (highest)
• Q4: 2.4%
• Q3: 2.3%
• Q1: 2.3%

3. Gender Differences

Purchasing behavior differed substantially by gender:

• Male: 3.7%
• Unknown Gender: 2.7%
• Female: 1.4%

4. Age Groups

Mid-life patients were most likely to purchase sunwear:

• Ages 25–50: 3.0%
• Over 50: 2.2%
• Under 25: 1.9%

Discussion

Regression analysis helped isolate the impact of each variable on sunwear purchases:

• Region: Explains 65.5% of variance
• Gender and Age: Each accounts for 49% of variance
• Seasonality: Explains only 0.14%

This analysis highlights the importance of regional and demographic factors in sunwear sales, while seasonality plays a more limited role.

For example, the highest purchase rates were observed among males aged 25–50 in the West during Q2. In contrast, females under 25 in the Northeast during Q3 represented the lowest purchase rates. Regional and seasonal trends reflect factors such as sun exposure, lifestyle, and economic behavior.

Takeaways and Recommendations

To grow sunwear sales, consider the following strategies:

1. Focus on High-Performing Segments

Target males aged 25–50, particularly in the West. Tailor messaging to align with their preferences for functional, stylish eyewear.

2. Address Underperforming Areas

Regions like the Midwest and Northeast may benefit from localized promotions or patient education campaigns to boost engagement.

3. Design Age-Specific Campaigns

Younger and older age groups have different preferences—consider curated offerings that cater to their unique styles and needs.

4. Plan Seasonally

While seasonality plays a minor role, Q2 is the peak time for sunwear purchases. Consider aligning promotional efforts with this period.

5. Optimize Inventory

Practices in high-performing regions like the West should stock a deeper selection of sunwear brands, styles, and colors to meet patient demand. Ensure staff can articulate the features and benefits of premium sunwear effectively, using brand-specific language.

6. Educate Patients

Position premium sunwear as the go-to choice for both protection and style. Equip staff to discuss how your curated collection meets patient needs, supporting their vision health and enhancing their lifestyle.

Conclusion

By understanding the factors that drive sunwear purchases, optical practices can better target key patient segments, refine marketing strategies, and optimize inventory. Applying these insights will not only help patients protect their vision but also improve overall practice performance.

1.  The Vision Council: Consumer inSights Q3 2024 ↩︎