People buy sunglasses year-round. But let's be real. You are more likely to sell them in late spring and early summer simply because people spend more time outdoors as temperatures warm and the sun shines longer. So now that spring is here, you should already be talking about summer with your customers.
We always need to be one season ahead in our industry. Actually, retailers need to be a season ahead. We wholesalers need to be ahead by two seasons. We need to purchase and promote the wholesale sunglasses you are going to need with enough time for you to stock your shelves before the next season begins.
We say all that to say this: now is the time to promote designer sunglasses for summer vacations. Now is the time to talk about road trips, summer softball leagues, taking the kids to soccer practice, and catching a ballgame at the local park. If some of your customers are into golf, fishing, hiking, or other similar outdoor activities, they will be doing a lot more of those things, too.
Adjust Your Displays for the Summer
The best advice we could give any retailer is to adjust their eyewear displays for summer. Through a combination of color choices and graphics, you can get your customers thinking about their summer plans even while it is still spring. But you can go beyond basic marketing. You can try pairing sunglasses with other outdoor items.
A display featuring a rack of sunglasses alongside a stack of portable coolers, beach towels, and flip-flops is a dynamic combination. It will get some people to stop and gaze at the display while imagining how they are going to spend their own summer.
At the sporting goods store, setting up a display of sunglasses next to the fishing rods and reels is a great idea. The same goes for displaying sport sunglasses near the baseball gloves and golf clubs. No matter what people spend their time doing during the summer, your goal is to get them thinking about doing it with sunglasses.
Summer Sales Are Always a Good Idea
You can never go wrong by running a summer sale. Here's a great idea: a 'School Is Out' BOGO. Some of your customers are going to need new sunglasses before that summer road trip. Give them an opportunity to reward the kids for a great school year with a free pair of shades. BOGOs are always a hit.
Another great idea for summer is a spring model closeout sale. Let's face it, some of your customers are going to want new sunglasses but don't care about the hottest summer styles. They care about value. Giving them a discounted price on spring closeouts is just what they need to pull the trigger. A spring closeout sail makes them feel like they are getting a great deal by not being a slave to trends.
Its Peak Sunglasses Season
It is true that retailers sell a lot of sunglasses during the busy holiday shopping season. But in our industry, the peak season is summer. People spend more time outdoors doing the things they love. That means they are also losing, breaking, or leaving their sunglasses behind. You are the one they will look to for high-quality sunglasses at great prices.
If you are not already talking up summer with your customers, now is the time to start. Find a way to get them thinking about their summer plans. If you can do that, you can also get them thinking about a brand-new pair of shades for all that summer fun.
