Olympic Eyewear, a wholesale company specializing in assorted batches of cheap designer-like sunglasses, have some pretty interesting information to offer regarding their business activity throughout the year. The sunglasses they provide sell consistently all year round.
This puts to bed the commonly held misconception that sunglasses are only popular in summer. The real reason that you should sell sunglasses in winter, therefore, is that they sell well. Although, that said, you are probably interested in why this is this case.
Learning a bit about why sunglasses sell in the season least associated with them will give you the information necessary to truly optimize your marketing strategy. Marketing material that shows beaches and blazing balls of fire in the sky of course won’t be the most effective in the winter. But an advert that, for example, emphasizes UV protection (UV is still a danger in winter) or depicts sunglasses wearers surrounded by freshly driven snow is much more likely to be successful. And the market is there.
A Note About Brand Name Sunglasses
The market is certainly there for the big brand name sunglasses, but this is not actually the most popular choice for sunglasses retailers – either online or off. That goes to the inexpensive sunglasses that everyone will be familiar with from racks in grocery stores and product sections on ecommerce websites. And when it comes to selling in winter well, brand name sunglasses are almost totally unaffected by what season it is.
This is because there are few practical considerations made when a pair of expensive brand name sunglasses are bought. Instead, it is all about celebrity endorsements and the prestige of the brand itself. They might be out of fashion by the winter, but otherwise people buy brand name sunglasses, for the aforementioned reasons, at any time of year.
Why Do Sunglasses Sell in Winter?
Understanding why sunglasses sell in the winter time is important. It is this information that will allow you to actually go about effectively selling them at this time. Here is what to emphasize:
They Reduce Glare
Glare: the enemy of drivers or anyone who has tried to concentrate on a screen or any other reflective surface when the sun is out. The sun comes out in the winter, it just isn’t as warm as in summer. This means that glare is still very much an issue during the winter months. And if the snow is all around, it is even more of an issue. People need sunglasses to help with glare, so you should market the glare-resistant qualities of sunglasses more heavily during the winter.
They Protect from UV
Just because the sun isn’t hot does not mean that it isn’t emanating harmful UV radiation. All sunglasses claim to do something about UV radiation, so you should big up this aspect of your glasses in winter.
Fashion Doesn’t End in Winter
Quite the opposite, and sunglasses still feature as an integral part of the most fashionable winter outfits. Accordingly, the stylish sunglasses will remain stylish when the weather becomes a bit cooler – and you can sell them in that way too.
They Reduce Eyestrain
And considering that people aren’t outside as often during the winter, this potentially means more time spent in front of computer screens or the television. People also work at this time (excepting the holidays) so selling blue light-cancelling sunglasses or others that help with eye strain has great potential during the winter.
Understanding why sunglasses continue to sell during the winter is the first step to creating an effective winter marketing campaign – and to ensure that your profits do not get worse with the weather.
