Best (and Brightest) Tips to Boost Sunglass Sales

Featured frame Longchamp LO795S

Sunglasses are both a fashion accessory and a medical necessity. Yet, sunwear remains one of the most underpenetrated segments in optical practice sales—less than 10%* of all sunglasses sold come from eye care practices. By making sun safety a consistent part of every patient conversation, your practice can capture more of this market while improving and protecting their vision.

Below you’ll find easy-to-implement tips to help increase sun sales and save you time.

1. Set Yourself Up for Success

START THE CONVERSATION 
The sunwear conversation starts with the right questions. A few simple prompts can help you tailor your recommendations to each patient’s lifestyle and vision needs:

• Do you currently wear sunglasses?
• Are you bothered by glare while driving or outdoors?
• What outdoor activities do you enjoy?

These answers give you and your staff the insight needed to make recommendations that feel personal to your patients’ lifestyle and vision needs.

EXAMINE THE JOURNEY
Every touchpoint in the patient visit is an opportunity to introduce sun safety. Map out your patient journey and make sure sunwear is part of the conversation throughout:

• Appointment scheduling and confirmation: Enhance your VSP^® Find a Doctor Directory listing by including all the Marchon and Altair frame brands you carry.
• Check-in and waiting area: Include educational materials around the importance of sun protection and new frame styles.
• Patient education during exam: Learn more about the patient’s lifestyle to finetune your recommendation. 
• Frame selection: Sunwear recommendation can naturally be part of the discussion.

PRODUCT PLACEMENT
Make Sunwear Unmissable

A dedicated sunwear section can do a significant amount of selling on its own. Think of your dispensary as a retail environment and design it accordingly. Here are some ideas to add a fresh, new perspective to your sunwear set up:

• Position sunglasses in the center of your optical space and in storefront windows so they’re the first thing patients see from the street and as they enter your practice.
• Use bright, sunshine-inspired colors, textures, and props (think natural wood, woven materials, or warm lighting) to create an inviting, vacation-like atmosphere around your display.
• Rotate your window display seasonally—spring and summer should feature lifestyle-forward sun looks; fall and winter are a great time to highlight sport and driving styles.
• Place frames at arm’s reach so patients feel comfortable picking them up and trying them on without needing to ask. Accessibility drives trial, and trial drives purchase.

PREPARE FOR SUCCESS
Create Second-Pair Opportunities 

• Contact lens wearers are prime candidates for plano sunwear and often don’t think to look in the frame area—bring the product to them and include it in your conversation. 
• Place a small, curated selection of plano sunglasses priced under $125 near the checkout or front desk. This price point is impulse-driven, and proximity to the point of sale converts browsers into buyers.
• Consider a “Best of Sun” shelf that highlights your top three to five staff-recommended styles. A simple handwritten or printed “Staff Pick” card adds a personal touch that builds trust.

Stock Strategically

• Sunglasses should make up approximately 25–30% of your overall frame inventory. Use brand promotions to keep your assortment fresh.
• Balance your selection across activity types—active/sport, casual, and fashion-forward—as well as a variety of face shapes and sizes.
• Carry a mix of male, female, and unisex options, and make sure the display reflects that variety visually.
• Train your staff on current trends and key talking points for your top sun brands so recommendations feel confident and informed.

2. Access Marketing Resources at Your Fingertips

Engage with new and existing patients using National Sunglasses Day on June 27th to tell patients how they can protect their eyes, while promoting the latest sunglasses available at your practice. In the June content calendar, you’ll find social media posts, images, and email templates that make it easy to promote sunwear in your practice.

Visit the VSP Premier Edge™ Marketing Support dedicated sunwear marketing campaign page to get a jump on the sunny celebration by promoting stylish sunwear on your social media accounts.

Build a year-round sun calendar. Rather than treating sun as a seasonal push, build sun promotion into your practice marketing every month of the year using these social media resources. UV exposure happens in all seasons, and patients who understand that are more likely to invest in quality eyewear. Schedule quarterly social posts, include sun messaging in every new patient welcome email, and feature sun in your end-of-year “use your benefits” outreach.

Want to promote suns while saving your patients money? On the Premier Edge Marketing Support Promotions page you’ll find the latest rebates and offers available to VSP patients, including rebates on Maui Jim sunglasses.

Don’t forget light-adapting glasses may be a suitable alternative for some patients. Check out the helpful recommendation tips and product information from the SunSync Resources page to support your recommendations and explain light-adaptive lens technologies using patient-friendly language.

You can also reach out to your Marchon or Altair rep to get the latest frame images for your practice and social media pages.

3. Enlighten Your Patients

Many adults are unaware of the link between UV exposure and serious eye disease. Closing that knowledge gap is one of the most valuable things your practice can do—for your patients and for your business.

Share these VSP patient education articles through your social channels or email:

• UV Protection 101: What You Should Know About Sunglasses
• Beyond Fashion: Discovering Unique Benefits of Sunglasses
• Can Your Eyes Get Sunburned?
• How to Choose the Perfect Pair of Sunglasses
• What Are the Benefits of Polarized Sunglasses?
• Sunglasses on Kids Are Just as Important as Sunscreen

One of the most effective things you can do is frame sunwear as a health recommendation—not an upsell. Empower your staff to use this language consistently. It builds trust and can increase conversion.

Now Your Patients Are Ready to Chase the Sun—Year-Round.
Sunglasses deliver on protection, function, and fashion, and every patient who walks through your door is a candidate. By asking the right questions, designing a dispensary that sells on its own, and using the marketing resources at your fingertips, you can grow your sun business and make a real difference in your patients’ eye health.

Reminder: VSP members get an extra $20 to spend on select frame brands, which can also be used for sunglasses. 

Premier Edge Marketing Support is an exclusive, complimentary benefit for practices participating in Premier Edge. Personalized consultations are available to help you meet your practice goals. Get started today by completing the 3-minute Virtual Marketing Assessment.

Source *Vision Council of America Survey