EDITOR’S LETTER

’Tis (almost) the Season

“Making a list and checking it twice….” Santa isn’t the only one who thinks that’s a good idea. We do, too.

So, in case you’re not listing from, well, all your lists, here’s a short one with a few points to ponder this month and next.

1. COLOR COMBOS. Want to merchandise in a festive way, without offending anyone? Do it with silver and gold. And, as visual merchandiser Travis Reed says, “If you get tired of it, no problem. That’s what spray paint is for!”

2. TAKE NOTE(S). OK, maybe you love “Jingle Bells,” but not everybody does. And, after the 999th time, even your most holiday-centric employee won’t either. If seasonal sounds are in your plans, mix them up with other tunes as well. And, for the sake of everyone’s sanity, don’t start until AFTER Thanksgiving.

3. GOOD GIFTS. If you don’t already have them, create gift certificates for holiday giving. And, as with other good gifting items (see our holiday accessories article on p. 62), keep them near the register.

4. USE IT OR…. According to The Vision Council, “80% of Americans eligible for FSAs don’t use them.” Though the Dept. of Treasury now allows a $500 carryover of FSA benefits, “use it or lose it” still applies to most vision benefits. Remind patients with in-store signage, online messaging, and, after checking records, direct contact to patients who have money left to spend.

5. TESTING 1, 2, 3. Need more CE credits before 2015? Go to eyecarebusiness.com and take our Transitions CE course. We’ll do our best to get your CECs out before the last chorus of “Auld Lang Syne” begins.

Happy (almost) holidays.

Stephanie K. De Long
Editorial Director

P.S. Don’t miss this month’s Actable Video Link on p. 52 that features an interview about the new luxury consumer with Unity Marketing’s Pam Danziger.