How do your progressive lens prices stack up nationally? GPN analyzed over 1.6 million PAL sales from more than 2,000 practices across the U.S. in 2024. The average list price per pair was $663, but the range tells a more nuanced story.

Nearly half of all PALs (45.4%) were sold between $550 and $799. At the lower end, 11.2% were priced under $400, while 18.1% landed in the $400 to $549 range. On the higher end, 21.5% were sold for $800 to $1,049, and just 3.8% exceeded $1,050.

These benchmarks offer more than just insight—they can help your eyecare business uncover pricing gaps, evaluate competitive positioning, and refine your product mix. If your sales skew low, it may be time to reposition premium options or adjust pricing strategies. Practices selling at the high end must focus on communicating value clearly through staff training and patient education.

Compare your numbers with national trends and get real-world tips to align pricing, improve margins, and increase patient satisfaction. —Ron Krefman, OD

Practice Resources

The GPN Visions business solutions channel (visions.gatewaypn.com) offers timely webinars and resources to ECPs. The open-forum webinars feature some of the industry’s most successful ODs, practice management consultants, and business owners. GPN Visions members are invited to attend live webinars, view recorded presentations, download useful tools, and participate in live Q&A sessions with industry pros.

• All industry data provided by GPN: gatewaypn.com