Showing a Little Love With Valentine’s Day Specials

Eyewear retailers get customers to fall in love with their stores

By
By Catherine Wolinski: Assistant Editor

 
 Specs Around Town only has eyes for you, but has frames for everyone.
A presentation of frames for the
Specs Around Town Valentine’s Day sale.
Bauer’s Fashion Optical uses this bright promotional piece to attract Valentine’s Day shoppers.
Every eyewear shop wants customers to fall in love with their store, but some put in a little extra effort to get the affection they deserve.

At Specs Around Town in Bloomington, Ill., Julie Kubsch celebrates with a February promotion that kicks off on First Friday, a town-wide event that occurs each month to promote local businesses. The February theme, appropriately, is Tour de Chocolate, and Specs Around Town gets festive with hot cocoa, goodie bags of chocolate covered popcorn and sales on pink and red frames.

“It’s the largest attended First Friday after the holidays,” said Kubsch. “People are aware of it, people know it’s coming up.”

For Kubsch, that means more foot traffic and returning customers. “It’ll bring new people in. They might not buy that night, but months down the road, they think of the chocolate walk and are ready for glasses and they’re back in. It’s not always an immediate sale, but it gets more long term business.”

Bauer’s Fashion Eyewear practices its seduction techniques by advertising discounts on all merchandise at their shops in Fairfax, Va. and Salt Lake City, Utah. The Valentine special includes 20 percent off on purchases up to $300 and 25 percent off purchases of $300 or more.

“We figured with the economy today, we kind of need to entice people with deals to get them to shop,” said vice president Daryl Bauer. “Our main emphasis when we do these is to make it fun for our staff and for the customers who come in.”

On the West Coast, San Francisco Optics holds a week-long sale with markdowns on designer sunglasses and boutique optical lines, and shows off a window display with heart candies and red frames. “Eyewear is not typically a gift item,” said owner Alex Feldman. “We try to promote it as a romantic gift opportunity, and it works.”

 
  Alexander Daas model Love in maroon/white is used in the Valentine’s Day promotion because of its name and color. 
Feldman has always seen the romance in eyewear—also the creator of Alexander Daas sun and optical lines, the optician/designer launched his first two styles around the time of his wedding and named the collection Eye Do. “Trying to tie eyewear into a romantic theme is a good way to promote in general,” he said.

If your dispensary is feeling lonely this month, let Cupid show you the way— as proven by these eyewear retailers, jewelers, florists and candy shops are not the only businesses that can flourish on Valentine’s Day.

cwolinski@jobson.com