How the Pandemic's End Triggered a Massive Year for Sunglasses

From reading glasses to sunglasses and everything in-between, eyewear can be more than just something to help you see clearer – it can be a reflection of your personality.

As the leader in global ecommerce acceleration, we’re constantly curious about the forces impacting shifts in consumer behavior. So, to celebrate National Eyewear Day, we decided to deep dive into the online sales for eyeglasses, sunglasses, frames, and more to answer a few burning questions:

Key Questions about Online Eyewear Sales

  • When do sales spike for different types of eyewear?
  • Which types and styles of eyewear see the most online demand?
  • Has COVID-19 impacted, positively or negatively, the demand for different types of eyewear?

To answer these questions, our data science team analyzed market demand for a range of eyewear categories and styles on Amazon over the past three years and published some of our key findings.

Topline Data and Insights

  • Demand for sunglasses picks up in late spring and peaks in mid-summer, while demand for other types of eyewear remains consistent throughout the year
  • Aviator sunglasses saw more online demand than any other style in 2021
  • COVID-19 has had a mixed impact on demand for different types of eyewear
    • Demand for sunglasses was down in the first months of 2020, but surged in 2021
    • Demand for blue light blocking computer glasses surged by 76% in early August 2020
    • Necessary items like contact lens care products saw demand rise in the first weeks of the pandemic, while most other types of eyewear experienced a steep drop
  • New Year’s Resolutions appear to drive demand for reading glasses and safety goggles and glasses
    • Safety goggles and glasses experienced a 115% increase in demand during the first week of January 2022

Let’s dig into the data.

Eyewear Demand Peaks in Summer

To start out, we wanted to see when Americans are shopping for all types of eyewear: eyeglasses, sunglasses, contact lenses, safety goggles, and more. So we examined weekly demand for all related categories and items in 2021 and the first few months of 2022.

Demand starts the year slow and picks up quickly in springtime, peaking during the height of summer. It then steadily decreases before plummeting during the holidays.

Seeing how just about everyone wears sunglasses and only a portion of the population uses corrective lenses, it’s safe to assume the above chart is heavily impacted by demand for a new pair of shades during the brightest months of the year.

With that in mind, let’s dig a little deeper to examine seasonal demand for different types of eyewear.

Demand for Types of Eyewear

First, here’s a breakdown of which categories in our combined view held the most weight:

Sunglasses and eyewear accessories for both women and men drove far and away the most online demand on Amazon in 2021. From there, it’s a pretty significant drop to the next most popular categories: safety goggles and glasses, computer blue light blocking glasses, and reading glasses.

Now let’s examine some of these major categories to see if seasonal demand differs from one type of eyewear to the next.

Demand for Eyewear – By Category

Let’s start by comparing changes in demand for different types of eyewear:

Sure enough, sunglasses and sunglasses & eyewear accessories for both men and women mirror the combined view trend in the previous section, peaking over the summer.

Computer blue light blocking glasses, however, started January 2021 off with demand at its highest, declining steadily in the spring, and has remained below average throughout all of 2022 so far. This points, perhaps, to a pandemic-related upswing in demand for these types of glasses, something we’ll dig into momentarily.

Contact lens care products saw demand peak in 2021 during the fall, although early 2022 has seen demand rise well above the same time last year.

Safety goggles and glasses received by far the largest peak in demand during any single week in our analysis, more than doubling during the week of January 9th 2022. Demand also surged for the item during the summertime and January of 2021, suggesting that people are just as likely to start a big home renovation project as a New Year’s Resolution as they are during their summer break.

Most Popular Styles of Sunglasses and Eyewear

Before we dive into the past to see how COVID-19 has impacted demand for different types of eyewear, let’s take a quick look to see which types and styles are the most popular these days:

Polarized sunglasses, a term that would encompass many different styles of sunglasses, unsurprisingly saw the most demand in this view. Oakley sunglasses saw the most demand of any individual brand, although Ray Bans weren’t too far behind.

Aviators are the clear style of the moment, with “aviator sunglasses” easily outpacing any other style, and even just “aviators” still edged out wayfarers, which were the next most popular style. (And with Top Gun Maverick cementing its status as one of the first big blockbusters of 2022, we can only assume that demand for Aviators is about to surge to all new heights).

While these styles and brands of sunglasses may experience different levels of demand, here we can see that they see remarkably similar trends.

Most peak over the early summer and see demand steadily decline as summer turns to fall. Interestingly, wayfarers saw demand remain high throughout September and October, as compared to aviators who experience more consistent demand outside of a brief summer spike and another one during Halloween.

Impact of COVID-19 on Demand for Eyewear

It’s clear there are significant seasonal trends when it comes to eyewear, but we wanted to take a look back even further to see if more people working from home and fewer people spending time outdoors and on commutes in early 2020 led to significant changes in demand for different types of eyewear.

Let’s start by examining the weekly demand once more, but this time starting in January 2020, starting with a view of women’s and men’s sunglasses and eyewear accessories.

Demand for sunglasses absolutely cratered in the first weeks of the pandemic as a fresh pair of shades were clearly not at the top of anyone’s shopping list during lockdown.

It rebounded quickly as things began to open back up in early summer, but the summer surge in 2020 was clearly impacted as well. And by taking a monthly view we can look back even further and compare to pre-pandemic demand in 2019:

Interestingly, 2020 demand actually rebounded to slightly above 2019’s levels, while 2021 and 2022 so far have seen demand for sunglasses hit all time highs.

Demand for sunglasses shows us how much Americans were looking to get out and about during different stages of the pandemic, but the more indoor-focused types of eyewear tells a different story.

Computer blue light blocking glasses experienced a short dip in demand in the very first weeks of shutdowns followed by an immediate spike in mid-April. Then, in August and September as it became clear to millions of Americans that working from home and attending school via Zoom meeting would be the new normal, demand surged by over 70%.

After starting 2021 strong again, demand quickly receded in the spring and has remained low as people have returned to the office and the classroom.

The long term view shows us that 2021 actually finished the year with demand below pre-pandemic levels.

As for reading glasses, outside of a brief dip in demand during the first weeks of lockdown, 2020 appeared to be a relatively stronger year overall than 2021, but our monthly look will probably be more helpful here:

A lot of Americans must have set “read more books” as one of their New Year’s Resolutions, as January is always a huge month for reading glasses. This category also appeared to overperform during back-to-school season in 2020, suggesting yet again that the first year of the pandemic had some impact on reading glasses as well.

Demand for contact lens care products spiked in the first weeks of lockdown, increasing by nearly 30% during the week of March 15th. It then fell sharply, likely as a result of people having stocked up in preparation of an uncertain year ahead.

Even after that post panic-shopping dip, 2020 saw demand remain relatively ahead of pre-pandemic levels. 2021, meanwhile, started the year well behind early 2020, only to surge well ahead as things began to reopen and people started spending more time outside.

Finally, our long-term view of safety goggles and glasses reveals that year over year since the pandemic started has seen demand consistently outpace 2019’s monthly levels. Nothing compares, however, to the tremendous surge we highlighted during the first weeks of January 2022. It appears that more Americans than ever decided this was the year all of their big projects were going to get done.

Key Takeaways for Brands

Our data tells an interesting story when it comes to the seasonality of eyewear and the impact of COVID-19. As you’d expect, sunglasses experience the most demand during the late spring and early summer, while other types of eyewear see demand more evenly spread out throughout the year.

The early weeks of the pandemic, meanwhile, saw millions of Americans hold off on buying new sunglasses and other types of eyewear, but by late 2020 demand surged for items like blue screen computer glasses and reading glasses. 2021, meanwhile, saw demand for sunglasses pick up in a big way as Americans headed back outdoors after spending much of the previous year indoors.

Understanding the factors that influence consumer behavior can help brands better understand how seasonality (weather and behavioral) and new behaviors (staying indoors during shutdowns) impact demand for their products on online marketplaces. These trends and insights can help brands better plan promotional periods that sync with interest and demand. Drilling into the demand details like location, gender, and price points provide specific action items for marketing and creative strategy as well.

And, if you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.