All images courtesy of Uptown Eye Care. The practice promoted this year’s event with this artwork.
Increase optical sales with a strategic plan for a frame sale
By Melonie Carlson
Nov. 11, 2025
Frame shows don’t have to be intimidating. Many practices hesitate, wondering if all the planning and energy are worth it. My answer? Absolutely. With strategy, teamwork and a little flair, a frame show can become your most profitable and energizing day of the year.
At Uptown Eye Care, our annual frame show has evolved into a beloved tradition—both for our patients and our team. This year, we shattered our previous record, selling 100 pairs of glasses in a single day. Here’s how we make it happen.
Make It a Day to Remember
Consistency builds anticipation. Our frame show happens every October, always around the same time, so patients know when to expect it—and they do. They call months ahead asking when this year’s sale will be.
We’ve experimented with multi-day sales but found that a one-day event packs the biggest punch. It’s high energy, high volume and high morale. The sale runs 8 a.m. to 6 p.m., with presales available earlier in the week for patients who can’t make the big day. They can preselect, prepay and still be part of the excitement.
Get the Whole Team Engaged
Though the optical team carries most of the load on sale day, our success depends on everyone. We start in the first quarter of the year by forming a committee to handle everything from decorating and marketing to snacks and setup.
This spreads out responsibility and builds shared excitement. By the time the event arrives, the team is buzzing. There’s something special about seeing every department pitch in. It transforms the event into a full-team celebration.
Keep It Predictable—and Profitable
The whole team gets involved in planning, supporting the opticians who carry most of the workload on the day of the event.
Patients love knowing what to expect: 50% off all in-stock frames. The discount helps us clear inventory before year-end and keeps ordering simple—no swapping for alternate colors or delayed orders. With about 60% of our frames in the Vision Source Frame Dream program, we can easily restock what sells while keeping displays full.
Most shoppers are loyal patients, but the sale also attracts walk-ins—people who spot our sign outside or past patients who return just for the event. It’s a win-win for patient retention and revenue.
Add a Theme and Turn It Into a Party
A theme transforms the day from “sale” to celebration. It fuels team creativity and gives patients something to talk about. Each year, we vote on a new theme during our Q1 planning meeting.
This year’s hit? A Western-style “Specs & Spurs” sale, complete with cowboy hats, denim and desert-themed décor. Past favorites have included Pirates of the Caribbean (featuring a Jack Sparrow impersonator), Clue, Sports Mania and a Red Carpet Grand Reopening.
When the whole team gets into character, the excitement is contagious.
Partner With Your Vendors
Don’t go it alone. Invite your vendors to join the fun.
A table display of eyewear at Specs and Spurs
For the past two years, our Match Eyewear representative has hosted a display table that guests love. She’s engaging, knowledgeable and always adds value. Last year alone, she sold 30 frames at our event.
Vendors also love contributing to giveaways. Drawings and raffles create a buzz that keeps patients engaged throughout the day.
Simplify Marketing and Keep Refreshments Light
After years of trial and error, our marketing plan is now lean and effective:
Three weeks before:
- Display a large poster in the office.
- Hand out flyers to every patient.
Two weeks before:
- Send an email blast.
- Begin Facebook and Instagram posts. (Boosted ads can help.)
One week before:
- Place a big outdoor sign. Ours reads: “Annual Frame Sale – 50% Off + Drawing for Free Glasses!”
One day before:
- Send a text reminder through Weave (we were amazed at how many people came in because of that text!)
This simplified strategy keeps costs low and results high. And as for refreshments, keep them easy and tidy. Snacks should complement the event, not distract from it.
Plan the Schedule Like a Symphony
Pay attention to all of the decorating details.
We schedule three doctors to see patients all day and adjust our usual pediatric schedule. Schedulers verify insurance ahead of time, ensuring smooth checkouts and no bottlenecks.
Efficiency and flow are key—every detail matters when the volume spikes.
Measure Success—and Celebrate It
We track sales throughout the day on a whiteboard in the back, marking milestones and comparing to previous years.
By 1 p.m. this year, we had already hit $50,000 in gross sales—$10,000 ahead of last year at that same time. By day’s end, we reached $93,500 in gross revenue, with 100 frames sold. For a single-day event, that’s our best ever.
It’s exhausting—but in the best way. The day ends with laughter and camaraderie. There’s a huge sense of accomplishment. The financial return is strong, but the team morale is priceless.
Intentional Strategies
Hosting a frame show is like throwing a party—you never know exactly who will show up. But when you plan with intention, build excitement and make it an annual tradition, success becomes predictable.
It’s not just a sale; it’s a celebration of your patients, your team and your shared passion for helping people see their best.
Western decor was included throughout the office for the Specs and Spurs theme.
Read more on marketing from ROB here.
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Melonie Carlson is the Clinic Director at Uptown Eye Care in Monticello, Minnesota, the practice of Mary Gregory, OD. To contact her: melonie.carlson@uptowneyecare.com |
