Features: Marketpulse

Aug
2014

All Kidding Aside...

… DON’T Put Kids Aside


From top: K12 4089 from Avalon Eyewear; TC CHARTON ASIAN FIT Stella from Prologue Vision

Selling eyewear to kids can be tricky, but also rewarding and lucrative. For those independents selling to the under 14 age group, this segment makes up 15 percent of their total gross dollars, according to 20/20’s Kids’ Eyewear MarketPulse study conducted in 2014 by Jobson Optical Research. The trick is learning what’s important to kids AND their parents and catering to BOTH of their needs. You want both parties to walk out smiling. Selling just one initial piece of eyewear to a child patient can lead to multiple future sales, not just from that child, but also from family members and classmates. Take a look here for some stats on what the major and minor challenges are in this space, and use this information to help develop your approach to selling kids’ eyewear.

—Jennifer Zupnick, 20/20 Senior Research Analyst



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Source: 2014 Kids’ Eyewear MarketPulse Survey

Source: 2014 Kids’ Eyewear MarketPulse Survey

Source: 2014 Kids’ Eyewear MarketPulse Survey

Source: 2014 Kids’ Eyewear MarketPulse Survey

Source: 2014 Kids’ Eyewear MarketPulse Survey

Source: 2014 Kids’ Eyewear MarketPulse Survey



METHODOLOGY

20/20’s Kids’ Eyewear MarketPulse Survey 2014 was conducted in April 2014 by Jobson Optical Research’s in-house research staff. The 2014 sample of 216 independent optical retailers, who sell to children as well as other age groups, was derived from the proprietary Jobson Optical Research database. Only the responses of dispensers who sell eyewear to children were included in the report. The 2009, 2010, 2011, 2012 and 2013 studies were conducted online where participants were recruited by e-mail, and the questionnaire was completed online. Respondents were offered the chance to enter a drawing to win a $200 American Express gift card or Amazon.com gift card as an incentive. Six years of data is provided for comparisons where possible. To purchase the full report, visit jobsonresearch.com/marketpulse-kids.

 

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