ALEXANDRIA, Va.—The majority of frames (56.1 percent) sold by optical retail chains with more than 10 locations fell within the range of $100 to $149 for the 12-month period ending Dec. 31, 2014, according to the latest statistics available from The Vision Council’s VisionWatch report. About 75 percent of frames sold by chains are under $150, which is comparable to the total frame distribution market composed of chains, mass merchandisers, department stores, and independents, as indicated by the graph below.
Eyeglass Frames Sales:
Unit Shares by Retail Price and Distribution Channel
Source: December 2014 VisionWatch, the large scale continuous research study conducted by
The Vision Council with approximately 110,000 respondents. Mass Merchandisers are composed of Walmart, Target, and optical departments in other mass merchandisers (such as Shopko) as well as wholesale clubs such as Costco, Sam’s, BJ’s, and other (smaller) wholesale club retailers. Department Stores are composed of Sears, JC Penney, Macy’s, and a very few locations in other department store retailers. Chains are composed of 55 chains with more than ten locations that are not a mass merchandiser, wholesale club, or department store.