The optics industry is evolving, and so are its consumers. In 2025, American optics shoppers are more comparison-driven and less brand-loyal than ever before. They’re visiting multiple eyewear retailers, weighing options, and leaving room for persuasion. If your brand isn’t visible at the right moment or tailored to local behaviors, you risk losing out on 38% of potential customers who are open to switching brands.

In this post, we break down the latest insights on optics shoppers in 2025, share strategies to increase conversion, and show how brands are using AI-driven tools like Insights AI to maximize ROI.

 

Shoppers today are more curious and less committed. 41% explore multiple eyewear brands before making a purchase, and on average, they visit 1.6 different brands during their journey. What’s more, 38% of in-store visitors are switch-minded, meaning nearly 4 in 10 people who walk through your doors could be swayed by a better offer if you’re not engaging them strategically.

The Power of Localized Insights

One of the most overlooked advantages in modern optics marketing? Local consumer behavior.Even seemingly small differences like how many brands shoppers typically compare can vary widely from one market to another. Understanding these local shifts allows marketers to:

  • Adjust delivery timing
  • Customize the media mix
  • Tailor creative strategies to specific locations
  • Optimize target audiences for maximum relevance

Key Audiences to Watch in 2025

To get the most from your campaigns, it’s essential to focus on the right segments. Locala’s 2025 data identifies several high-potential optics audiences:

  • Screen-Time Professionals
  • Multi-Brand Shoppers
  • Parents of Young Children
  • Seniors
  • Beach & Sun Seekers

Connecting Online and Offline to Drive Real-World Results

Today’s optics shopper moves fluidly between screens and storefronts—and expects brands to do the same. That means it’s no longer enough to perform well online or in-store. You have to deliver both, and do it in a way that feels seamless and localized.

With tools like the Omni Planner, brands can integrate online signals like search behavior and web traffic with offline metrics such as footfall and store preference. The result is a clear, actionable view of performance across every market, helping marketers adapt strategy, creative, and media mix to match local realities and outmaneuver the competition.

As Caroline Proto, Director of Global Media at EssilorLuxottica, shared during a recent Locala-hosted panel at Cannes:

“We view the online behavior as the research phase, almost like a showroom,” she explained. “Five years ago, the store was the showroom. Now they’re coming in with intent and they have a pretty good idea of the brand or the style they are looking for. It’s a shorter conversion cycle once we get them through the door.”

As the shopper journey becomes more fluid, the need for full-funnel visibility and seamless coordination grows. Proto emphasized that identifying online engagement trends, such as increased interest in a specific brand, should directly inform in-store decisions like inventory planning, staff readiness, and localized content. It’s a smart, data-driven approach that bridges digital discovery and physical conversion for stronger, more efficient results.

Explore more takeaways from the Cannes panel here.

How Locala Helps Brands Win with Localized Insights

With over 300 campaigns across 12+ brands in 10 markets, Locala knows what works in today’s competitive environment:

 

Ready to Win More Customers?

The optics shopper of 2025 doesn’t wait. They compare, they evaluate, and they choose what feels best in the moment. By leaning into data-driven strategy and powerful AI tools, optics brands can stay top-of-mind and top-of-cart.

Read more about our latest updates or request a demo to see how Locala helps optics brands keep every shopper in sight.