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Eyecare Business

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Sunwear Sales Peak

Optometric Business Tracker

Eyecare Business and GPN offer a fresh focus on industry data—exploring a specific aspect of the optometric practice each month. Here, GPN pinpoints the strongest quarter for sunglasses, offering insight into retail strategies to capitalize on the sunwear sales peak.

Eyecare Business January 23, 2026 Vol 40, Issue Business Intel 2026

According to data from January 2024 to December 2025, sunwear peaks at 13.6% in June. The second quarter averages 13.0% overall, making it the strongest quarter for sunwear across 2,248 practices. The seasonal pattern is consistent enough to plan inventory and promotions around.

This analysis is most relevant for practices with optical dispensaries looking to grow their sunwear category. Practices in sunny climates may see extended peaks. Practices with limited sunwear inventory should focus on the Q2 window to test expanded offerings.

Key Findings

• Sunwear averages 12.2% of frame revenue annually across 2,248 practices.

• April to June, or Q2, peaks at 13.0% average, the highest quarter of the year.

• June reaches 13.6%, the single strongest month for sunwear.

• Year-over-year Q2 performance is down 0.3 percentage points compared to 2024.

• October to December, or Q4, shows the lowest activity, typically under 10% of frame revenue.

Sunwear peaks early but remains undercaptured.

The second quarter represents the annual sunwear peak. Practices that stock early and promote prescription options see the biggest gains.

Practice Pearl

The numbers confirm what many practices sense but rarely quantify: Sunwear has a reliable seasonal rhythm. The Q2 peak is not a surprise, but the consistency of the pattern across 2,248 practices shows this is an industrywide opportunity, not a regional anomaly. A small dip from last year signals room for more active promotion. Practices that treat sunwear as an afterthought are leaving predictable revenue on the table.

  • Stock up before June; that's when sunwear hits 13.6%.

  • Train staff on prescription sunwear options to capture more of the 13% Q2 opportunity.

  • Track your monthly sunwear percentages against these benchmarks to see where you stand.

  • Review what's selling and adjust displays to match patient demand.

Sunwear follows a predictable calendar. Practices that prepare inventory and staff before Q2, rather than scrambling during it, will capture more of this reliable revenue stream.

For the full analysis, visit the GPN Industry Insights blog.