We are all hoping that summer 2021 goes better than last year in terms of retail sales. Even at the wholesale level, we are hoping for a good retail season. We are anticipating a good summer season with many happy returns. Indeed, we think this could be a particularly good year for designer shades in all the classic styles.
If you are gearing up for summer sales – and if you’re not, you should be – there are a few key messages to really home in on. Bearing in mind what we’ve all been through over the last 15 to 17 months, the following five messages are going to resonate with most of your customers:
1. Freedom
As strange as it sounds, a lot of people conflate coronavirus with confinement. They feel like they’ve been locked up in their homes for the better part of a year. You can use the CDC’s recent announcement that masking is no longer required for fully vaccinated people as a message of freedom. People are free to get out and enjoy their favorite beaches, public pools, water parks, etc. They will need sunglasses to do that safely.
2. Summer Fun
Summer fun is something you should always be pushing at this time of year. But more so in 2021, given how last summer was such a washout for so many people. As long as you’re marketing designer sunglasses, do so in the context of popular outdoor activities.
Maybe you are located near one of the coasts. Push the fun factor as it relates to the water. Talk about lying on the beach in a new swimsuit and a pair of cat eye sunglasses. Maybe promote wraparounds with polarized lenses to anglers. Make the most of summer activities that people in your local area enjoy.
3. 2021 Vacations
Next up are 2021 vacations. So many families didn’t go anywhere last year because they were either afraid to travel or didn’t want the hassle. This year looks to be different. People are starting to get out and about. They may not be traveling overseas, but they will be traveling domestically. And wherever there is travel, there is a need for men’s, women’s, and children’s sunglasses.
4. Health and Safety
Anytime is a good time to talk about health and safety in relation to eyewear. This year, you can probably make more of the message due to our collectively raised awareness of general health issues. Remind your customers that long-term exposure to UV rays could be bad for their eyes. Remind them that even inexpensive sunglasses rated UV 400 are better than nothing at all. The goal isn’t to scare people into buying. Rather, it is simply to remind them why they buy sunglasses.
5. Financial Savings
Last but not least, this is a good time to market sunglasses with a message of financial savings. Your customers could go out and spend a week’s pay on the latest fashions from big-name designers. But they don’t have to.
The wholesale sunglasses you purchase from Olympic Eyewear are every bit as good in both quality and style. Let your customers know just how much they can save by buying designer sunglasses from you. Those still hurting from the financial effects of the coronavirus crisis might be willing to look your way. And if you get them to buy just one pair, they will be back when they need another.
This could be a very big year for designer sunglasses. We wish you success as you pursue your summer sales. As always, check back frequently with Olympic for all the latest wholesale products.
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