Men account for just 38.8% of eyeglass frame purchases, falling an average of 10.3 percentage points below their share of the population across U.S. regions. This gap raises important questions about what influences male purchasing behavior, including the potential role of price sensitivity.

To investigate, GPN Technologies analyzed more than 1.3 million frame transactions from calendar year 2024 across 2,000 eyecare practices nationwide, focusing on the average list price for men’s frames by U.S. Census Division.

The Pacific ($248) and South Atlantic ($243) divisions report the highest average frame prices for men, while the East South Central division lags at $186.

Most regions cluster within a $220 to $250 price band, with the East South Central and West North Central divisions pulling the averages down. This suggests stronger price sensitivity or a budget-conscious clientele in these areas. In contrast, coastal and urban regions seem to support higher-priced offerings, potentially reflecting greater brand affinity or higher
disposable incomes.

What This Means for Your Practice

Understanding regional pricing behaviors gives eyecare practices a strategic advantage. By aligning frame assortments and pricing strategies with actual consumer buying data, practices can better match patient expectations, boosting both satisfaction and profitability. —Ron Krefman, OD

Want the full breakdown, including insights by age group and deeper recommendations? Click here for complete analysis.