Seeing Green According to Vision Monday, a leading publication for the eyewear industry, total US vision care revenues for the 12 months ending June 2017 were $40.17 billion, a 16.6% increase from the 12 months ending June 2016. Eyeglasses accounted for 55.6%, or $22.32 billion in revenue. Contact lens revenue increased the most, +3.1%, to $4.89 billion. Sunglasses revenue increased +1.9% to $4.21 billion. Revenue from eye exams also increased. The top 50 U.S. retailers increased their 2016 share to 36.7% from 35.3% for 2015, for an estimated $12.813 billion in revenue. The top 10 US retailers also increased their share, to 31.6%, for 2016 from 30.5% for 2015. Mass merchants’ share was 9.7%.

The Contact Lens Market ABB Optical, a company that distributes optical products to two- thirds of US optometrists, said in its industry report that among its customers, there has been almost an 8% increase in contact lenses, particularly daily disposables, which increased 23%. Sales of toric contact lenses increased 11%, driven by daily disposable torics, and multifocals increased almost 17%. Reusable contact lens sales decreased 0.4%, but are increasing with recent new monthly spherical, toric and multifocal product introductions. The Optical Business Barometer gauges the business outlook among independent eyecare professionals on a scale from 1–5, with 5 being the best. The OBB was 3.94 for Q1 2017, an increase over Q2, Q3 and Q4 2016, but a decrease from Q1 2016.

Mass Merchants Losing Business Mass merchants and wholesale clubs with optical departments increased their 2016 optical revenues 4.0%, or $3.372 billion, but considerable less than the 15% increase during 2015. This sector’s revenues represented 9.7% of the total US vision care market and 26.3% of Vision Monday’s top 50 retailers. This was a slightly lower share for the top 50 than for 2016, meaning that they are gaining share from independents. The number of optical locations at Walmart remained stable, while Costco added 16 new optical departments and Target added 86.

More Trends in View Although Warby Parker, the online optical retailer, was not included on the 2016 top 10 list, it was #11, with $220 million in revenue, double that from 2015. Starting January 1, 2018, United Healthcare members can use their benefits at Warby Parker. During November 2017, Healthy Eyes Advantage (HEA), a buying group of four optical providers, started to serve more than 10,000 members. HEA will give independents lower prices and marketing support to help them compete with the big retailers. According to an EyeCare Business survey, the biggest threat to optical retailers is online companies, 30%; managed care, 22%; BOGO pricing, 14%; big box retailers, 11%; and the economy, 11%.

Eyecare Products Preview The sale of blue-light blocking lenses will increase during the next year, say 84% of eye care professionals (ECP) surveyed. In the South, sales of blue- light/digital eyewear are more than the sales of sunglasses. The fastest-growing categories according to ECPs are Rx-ready frames, 29%; Rx sunwear, 29%; children’s frames, 11%; Plano sunwear, 9%; and sports products, 6%. The most popular lens material during 2016 was polycarbonate, 74%; followed by high index, 45%; CR 39, 44%; and Trivex, 28%.

Seeing Ahead At the International Vision Expo held during September 2017, the trend in frames was pink and other playful colors. Bars across the tops of frames continue as a fashion trend. Wood frames were also popular. New lens technology to reduce eyestrain from digital devices was released, including a progressive prism design to relieve binocular misalignment and single-vision lenses with extra accommodative power for fatigued eyes. Shamir announced its WorkSpace lens, a virtual-reality video experience that “takes the viewer through a variety of daily outdoor activities highlighting the advantages of each lens.” The purpose is to make it easier for the ECP to sell specialty lenses.

Advertising Strategies Emphasize personal service and recommendations from friendly staff to appeal to Baby Boomers and Millennials and showcase seasonal styles to boost add-on sales. Consider offering family discounts for 4 or more purchases from the same family (Include extended- family members to appeal especially to Latino American consumers). Remind prospective customers of the dangers of blue-light and its effects and show them the new technologies in contact lenses, including multifocal.

New Media Strategies Use digital scheduling tools to schedule and remind patients of appointments to engage busy Millennial moms. Use digital tools to encourage customers to post a positive review before they even leave the store and upload a photo in their new glasses. Invite customers to post photos and/or videos about how they choose fashions/clothing to accent and complement their eyeglass styles, especially to help customers who think eyeglasses detract from their looks.