Has the price of eyewear blown you away? It can leave you feeling confused and wondering why the same pair of glasses costs more in some retailers. Is it all one big scam?
The truth is that not all eyewear retailers are equal. Some have hidden fees, which is why their prices are higher. So let’s get to the bottom of it!
Some Eyewear Retailers Have Higher Prices
The power of branding.
Like everything from grocery stores (ever heard of Erewhon) to clothing outlets, some retailers just cost more than others, and the same goes for the eyewear industry.
Brands like Sunglass Hut and LensCrafters have made a name for themselves in the eyewear industry. Their prices may seem inflated, but the reality is that some brands can and do charge more because they have a famous name and global presence.
Branding makes customers trust them more, so they can mark up the price and still get sales.
Proof of Branding Markups
If you browse the sites of big brands for sunglasses, you will see that the costs are much higher than those of some in-store and online sunglass retailers. For example, on the Gucci website, the average cost for women’s sunglasses ranges from $500 to $600, while you can find classic Gucci shades on EZContacts for under $300.
That’s the power of branding and having a famous name!
Big parent company, big prices.
Here’s where it gets even more interesting. The two eyewear retailers I just mentioned (Sunglass Hut and LensCrafters) are owned by EssilorLuxottica, which is the biggest eyewear company in the WORLD.
Yes, this multi-billion-dollar company dominates the industry and has bought a few eyewear retailers to expand its distribution network. They also own big brands, including Ray-Ban and Oakley. So you think they’d reduce the prices of eyewear in their stores because they also make it?
Think again.
These big parent companies can mark up the prices in their retailers because they own and manufacture the brands. They can set the price because of how much control they have in the industry. They don’t have any real incentives to offer big discounts.
Proof of the Markups
Let’s take the incredibly popular Oakley Holbrook OO9417 sunglasses and check how much they cost at LensCrafters. They retail on the LensCrafters site for $237, while the exact same sunglasses cost $147.20 on the EZContacts website. It goes to show that when a company owns an eyewear brand, they can set the prices as high as they like.
Brick and mortar stores vs online retailers.
Some eyewear retailers have physical stores across the U.S., and that means one thing…
Bills, bills, bills.
Every homeowner reading this knows the cost of running a household, including the gas, electricity, water, and then there’s the killer, the mortgage. It’s no different for stores.
They have to keep the lights on, pay staff wages, keep their shops looking great, and pay rent. These overheads add up fast, and someone’s got to pay for them.
So that cost is passed on to the customer through markups in product pricing. They still have to make a profit, too, so they can hike the price up even more. That’s why you might have noticed that your favorite eyewear costs more in-store than at online eyewear retailers.
Online retailers have less overhead. There’s no rent or bills. There are often just the costs to run an effective website, warehouse, and transportation costs, and marketing.
Proof of the Markups
For example, on the EZContacts online store, the Ray-Ban Large metal aviators are $152.80, and the exact same sunglasses are $207 at Sunglass Hut, even if you shop at their online store!
Big celebrity marketing campaigns cost big dollars.
Have you seen those fancy designer eyewear ads with big-name celebs like Emily Ratajkowski and Gigi Hadid? Well, some brands invest heavily in marketing to entice consumers. Marketing costs can also end up pushing up the price of eyewear.
What are some extra hidden fees?
Many big eyewear retailers mark up the costs of products because they deal with distributors. These act like middlemen, sourcing the products for the retailers.
That adds costs on, and you’ve guessed it, those costs are passed on to the customer.
How to Avoid Hidden Markups
Compare the prices of your favorite eyewear.
Before choosing an eyewear retailer, do a little price match by shopping around. You might end up saving big!
Because some eyewear retailers offer discounts, even on designer eyewear, if you’re lucky, you could find your dream pair of Ray-Bans for 40% off. Or, you could snap up some trendy Prada glasses for 30% off!
Yes, it’s possible, so check out different retailers before committing to your order. You might even find that some have a price match guarantee.
Shop online instead of in-store.
Some online retailers are much cheaper than physical retailers. They often have bigger sales, more frequent discounts, and coupon codes.
You’ll avoid the markup that physical eyewear retailers add on.
Find free delivery.
Look out for delivery fees; not all online eyewear retailers ship products for free. So instead of being surprised by steep delivery costs when you’re ready to check out, look at their delivery policy.
Some online retailers, such as EZContacts, offer free delivery across the U.S.
Check your insurance.
If you need prescription glasses or lenses, your insurance could fully or partly cover the cost. So check your policy or contact them for details.
Look out for perks and offers.
Some retailers have offers such as contact lens subscription models (with a discount) or buy one, get one half off. These kinds of offers can be a game-changer, especially if you need ongoing vision correction.
Check if there are any add-ons.
Add-ons can be common with prescription glasses; you could find several options once you’re ready to check out. Some could include anti-scratch coating, blue-light blocking, and tinted lenses.
Check which features could benefit you and which could just hike up your bill.
Does EZContacts Have Hidden Markups?
One of the things that sets EZContacts apart from other eyewear retailers is that we don’t have hidden fees.
Since we first opened for business in 2005, our mission has always been to offer honest, affordable prices. When you’re looking at products on our site, the price you see is the price you get!
We’re able to offer lower fees than most eyewear retailers because we operate 100% online. We pass the savings on to customers with heavily discounted prices of premium eyewear, and we even have a 105% Price Match Guarantee.
We also don’t typically spend on flashy marketing campaigns. Having a leaner marketing budget means we don’t need to put our prices higher to recoup the investment of paying expensive influencers. We invest more in sourcing high-quality products for our customers.
Another reason EZContacts is cheaper is that we source eyewear from the manufacturers, cutting out the middlemen. This helps us ensure that we’re only selling authentic eyewear, while still getting you the best price possible.
When you shop at EZContacts, you can rest easy knowing you’re buying authentic products at prices that are lower than many other eyewear retailers.
TL;DR
Hidden markups can end up adding hundreds of dollars to your eyewear. So here’s a summary of what these hidden costs are and how to avoid them:
- Eyewear retailers can markup eyewear because they have big overheads like rent, staff wages, and fancy marketing campaigns. Avoid them by price matching and shopping online.
- Some retailers use distributors, which adds to the cost. Avoid them by shopping with retailers like EZContacts that source eyewear from the manufacturers.
- Look out for extra savings like free delivery, coupon codes, and sales!
