NOT EVERY GREAT IN-STORE event looks the same.

Some businesses throw a party to build momentum for sales down the road. Others structure a single day specifically to move a targeted amount of stock. Still others shut the doors to regular traffic and devote the day to free care, with a focus on building community ties. And of course, there is that industry staple, the quest for the perfect trunk show. These all involve different playbooks and, when the day is done, different scorecards. What the best versions share, though, is intention: focused goals, early preparation, clear invitation messaging, and follow-through.

Many businesses get things wrong out of the gate, thinking they can make an event work by hastily firing off a blizzard of unfocused invitations. Consultant Megan Crabtree told our sister publication INSTORE, “We see retailers making the mistake of sending an 8-by-10-inch mailer with 10 different offers on it to 20,000 people.” Instead, she says, narrow the message and begin prep months ahead — her advice is to have sales staff working on an event at least three months in advance. Chris Dudley, director of operations at Capstone Pearle Vision in Tampa Bay, FL, agrees. “Plan well and ahead,” he warns. And while it’s OK to “get the word out far and wide,” be sure you’re making time to “separately target your whales,” he says.

ECPs should never be shy about learning from other industries — and who knows more about turning a recurring moment into a regular earner than a jeweler? “We do it year after year after year,” says Jimmy Pesis of Continental Diamond about their annual Vikings party — a reminder that repetition builds loyalty. It’s a philosophy shared by their fellow Minnesotans at St. Peter and Belle Plaine Eyecare Centers in Saint Peter, MN. “The only one that I think universally applies is consistency,” shares Dr. Zachary Dirks. “Find the time and pattern of repeat and just keep doing it.”

Keep in mind that when your event depends on RSVPs, it’s crucial to get the number of invites right — and don’t forget to follow up. Consultant Kathleen Cutler offers a simple planning ratio: roughly half of those invited RSVP, half of those who do so actually attend, and about 20% of attendees buy — so “for every one sale … invite 20 people.” Valerie Lambert at Optical Arts in Toledo, OH, underscores the other half of the equation: “Engage and follow up. Collect contact info, thank attendees afterward, and offer an exclusive post-event special to turn visitors into loyal customers.”

The key takeaway here isn’t that there’s one “right” model. It’s that strong events are specific to your practice, clear about their goals, realistic about capacity, and on-brand — whether that means a retro trunk show that deliberately defers sales, a single-day blowout built for bargain hunters, or a Day of Giving involving schools, nonprofits and vendors.

Below, five businesses share their in-store event success stories; we trust you’ll find much in them to learn from.

Zero G Eyewear owner Tom Cody lent Urban Optics his 1953 Airstream Trailer for a trunk show featuring the brand.

Urban Optics
San Luis Obispo, CA

At Urban Optics, parties aren’t just an occasional indulgence — they’re part of the culture. And when owner Dr. Dave Schultz throws one, he doesn’t hold back.

One of his most memorable was a 1950s-themed trunk show featuring Zero G Eyewear and a gleaming 1953 Airstream trailer. “Tom Cody, a longtime friend and business partner, is the owner of Zero G Eyewear,” Schultz explains. “He had purchased a 1953 Airstream Trailer and did an impeccable restoration. He towed it to New York City and set it up at VEE for a promo in his booth. Awesome! I asked if he could set it up outside my office for a trunk show and party. We don’t sell at trunk shows, we just show eyewear and sell later. He towed it to San Luis Obispo, and we had another one of our epic parties, giving tours to all attendees.”

“Attendees were encouraged to dress ’50s style, think Happy Days,” says owner Dr. Dave Schultz, seen setting the tone at right.

The atmosphere was pure retro. “Attendees were encouraged to dress ’50s style, think Happy Days,” he says. “Letterman jackets were big! Beehive hairdos also a hit. Myself, I did ‘The Fonz’, wearing Levis and a white undershirt.” Food and drink carried the theme too: “Hot dogs, Coke in retro bottles, beer in cans, candy in boxes — Milk Duds, Hot Tamales, etc., as well as Twinkies and a popcorn machine.” A Zero G fashion show added to the fun.

Promotion for the event was straightforward. “We obviously mailed invites. Also, a mass email invite to patients and customers. Plus, Facebook and Instagram posts.”

The result: a packed house. “Our parties are always epic and therefore well attended. We remove all other brands and show the entire line on our shelves. We will put frames on hold or people will just return if interested.”

If there’s a formula behind these events, Schultz keeps it short. “Don’t sell; cater; and provide booze,” he says. By design, trunk shows at Urban Optics aren’t about high-pressure transactions. The eyewear is there to be seen and tried, but the focus is on atmosphere. “Have a theme, cater, don’t skimp on alcohol, and have themed music. We usually have a DJ. Just have fun!” he says.

The 1950s bash was hardly a one-off — other parties have included a Cinco de Mayo celebration featuring a lot of tequila and a Mariachi band, plus events for Christmas and New Year’s. For Schultz, the trunk show model is simple — throw an epic party, bring people together, and let the eyewear speak for itself — and the approach is consistent: Make it a celebration first, and let the goodwill carry into business later.

Zionsville Eyecare
Zionsville, IN

Each fall, Zionsville Eyecare in suburban Indianapolis closes its doors to the public for one Saturday and opens them to dozens of local residents in need.

Through partnerships with schools and nonprofits, the practice identifies recipients for its Day of Giving offerings: a free comprehensive eye exam and, if needed, a pair of glasses, with no strings attached.

“No judgments. Just helping others,” says patient care coordinator Betsy Brockett, who helps organize the event and gather input from staff and community partners.

The current format was shaped by Team Leads Renee Karnavas and Alicia Chastain.

Zionsville Eyecare owner Dr. Nicholas Garn (front, top photo) and his team prepare for their annual Day of Giving.

“We wanted to be able to give the gift of sight,” says Karnavas. Drawing on her experience at another practice, she began contacting lab and frame vendors for donations. “Going in, get your lab and frame vendors on board with donations for lenses and great frame options,” she advises. “We asked the lab to provide single vision or progressive poly (no add-ons). Once I knew we had that secured, I knew we were a go.”

The practice has learned that getting the logistics right is key. “Devise a really good, realistic strategy on how many people you can see and then build on the initial footprint,” says Chastain. “Don’t go too large too fast. Don’t set expectations too high out of the gate. Small successes now lead to bigger successes in the long term.”

Chastain also leads community outreach. “Build a list of community organization leaders to partner with to help identify people truly in need,” she says. “We spread word with lots and lots of emails, phone calls, touch points with leaders and other events. It truly is a team effort to help bring patients in for the day.” The team sends early emails to school counselors and nonprofit contacts and coordinates with vendors for donated materials.

The results speak for themselves. In 2021, Zionsville Eyecare completed 46 exams and donated $26,207 in care. By 2024, that number had grown to 88 exams and $58,835. Their goal for the 2025 event (held in September, just after we went to press): 94 exams.

The emotional impact is just as significant. “We had a little girl one year that was a –4.00 or –5.00. She had never had glasses before,” recalls optician Claudia Hoffman. “We were able to cut her lenses same day, and she talked about how excited she was to go home and watch TV because she could see. It was adorable.”

Hoffman adds, “A lot of the time, the people that come to us and need help are people that have guilt about helping themselves. They take care of their kids, their family, their friends, etc., but they have a hard time taking time out of their day/week/month to take care of their own personal needs.”

On its 2021 Day of Giving, Zionsville Eyecare donated 46 exams and $26,207 in care. By 2024, that reached 88 exams and $58,835.

Founder Dr. James Haines, now retired, still returns to help. “My thoughts on the Zionsville Eyecare annual Day of Giving include how warm of a feeling deep down inside I feel as I participate in this charitable event, seeing the appreciation from the patients, and knowing the heartfelt gratification that we together have made a positive difference in the quality of life for these individuals.”

“It’s truly my favorite workday of the year,” says patient care coordinator Anne Fink. Chief Operating Officer Ashley Taul adds, “This event means so much. It’s close to my heart. We reach a wide age range and there are no stipulations.”

Joni Schrup, left, and her team at Discerning Eye hold five to seven trunk shows every Q4.

Discerning Eye
Iowa City, IA

At Discerning Eye, Q4 is show season. But owner-optician Joni Schrup doesn’t treat trunk shows as one-offs; she builds a calendar. “We do several — five to seven — trunk shows in Q4. Most are two-day shows,” she says. Each August, the store prints an info card listing dates and vendors so regulars can plan around their favorites. As Schrup puts it: “Every show is a party!!”

Looking to spark new ideas, the team begins planning as early as March or April.

“Keeping things fresh is always a challenge. We build on what has worked in the past and throw out new ideas at our staff meetings,” says Schrup. Importantly, vendors are part of this build-up: “We get our reps involved as well. We ask that each rep record a short video to introduce themselves and share what’s great about their frame line and what they will be bringing to the trunk show. We can use those videos for social media to keep customers engaged.”

Discerning Eye sta don red tuxedo bow ties and cummerbunds to create the right mood at an in-store event.

Visual themes play a central role in creating the atmosphere. Several of Discerning Eye’s core brands, such as Face à Face, are French, so the team has leaned in on that motif over the years — think a 3-foot Eiffel Tower, berets and scarves, even a hired mime troupe — along with balloon arches and tight color palettes. “This year the Theo show will be over the Halloween weekend, so we are all in with ghosts, goblins, witches and the like. We always have a food table with a combo of catered and homemade items and champagne, of course. We try to match the food with the frame line or season,” Schrup says. With the shop’s 20th anniversary coming up in December, she’s planning a holiday/birthday theme. Past looks have included elf hats with striped tights and, on another occasion, red tuxedo bow ties and cummerbunds.

Promotion is multi-channel. “Printed invites and social media. We do some of each,” she says. Vendor assets help and are fully utilized: “Lindberg has supplied lovely invitations in the past and with a calligrapher on staff, the fancy addressed envelopes are stunning. Most vendors will supply invites or other assets for the trunk shows if you ask.” The business’s digital channels get equal attention: “We push out events on Instagram and Facebook. We also send targeted emails.” In the store, a postcard-size season calendar starts to be displayed on counters by September. And there’s a personal touch: “We have compiled lists over the previous years of customers who gravitate toward or have previously purchased a particular frame line and give them a personal phone call to remind them of the upcoming event. It builds another layer of excitement and connection.”

Planning is well under way for Discerning Eye’s 20th anniversary bash in December.

Schrup and her team are careful to track performance year over year. “It is easy to look at the numbers from previous years and see what our goal for this season is. We certainly enjoy beating last year’s number of frames sold and total revenue for that particular trunk show. Attendance does not always add up to more sales, but more people can make the shows a lot of fun.”

And one final lesson from Schrup: Support your team. “Keep your staff fed, watered and supported — multiple trunk shows are exhausting.” The energy pays off, though.

“We are truly excited for each show, and our customers perceive that energy and just want to join the party!”

Pascarella Eye Care & Contact Lenses
Newtown, PA

At Pascarella Eye Care & Contact Lenses, optician and optical manager Colleen Galanti has built a loyal following with two one-day sales: the “Spring Cleaning Sale” in late April or early May, and the “End of the Year Blow-Out Sale” in early December. Both are designed to reach patients who might otherwise walk without buying — especially bargain hunters and contact lens wearers.

“I was thinking of ways to move stale merchandise and bring people in to use their flex spending dollars in December,” Galanti says. “My biggest goal was to try and capture the patients that usually walk without buying glasses.”

What began as a way to clear old inventory has evolved into a high-volume event. Galanti now sources selected discontinued styles from vendors willing to offer deep discounts. “Many vendors are willing to sell discontinued merchandise at a low price. I do the mark-up on regular wholesale price,” she explains. “We will also sell a lot of plano sunglasses to our contact lens patients.”

Frames are marked up from wholesale, then offered at steep discounts — often 75% off — with lens discounts layered in. “We edge in-house so I am able to give a substantial discount on stock lenses. I will also discount surfaced lenses,” Galanti says. “Even putting current merchandise on sale, the profit is still much greater than with vision plans.”

Pascarella Eye Care leans into the bargain vibe, lining up frames on long tables, each pair with a color-coded sticker.

We know — this isn’t the kind of approach we usually preach. But for Galanti, leaning into the bargain vibe is exactly what makes it work. The setup is part of the appeal. “People love a bargain, and I make the sale look like a bargain basement event,” she says. “Long tables with tablecloths and frames lined up. All clearance frames will have a color-coded dot sticker on a demo lens to determine the clearance discount. I have signs on the tables with before and after price. It reminds me of when I would go to Filene’s basement. As a shopper I always appreciated not having to do the math in my head.”

Current board frames are also discounted — usually 20–30% — but vision plans are not accepted. “We have signage all over: ‘As is, no refunds,’” Galanti says. “We also have everyone sign that they acknowledge there are no refunds, no vision plans etc. We named that the ‘______ Clause’ after a patient who made a stink weeks later when he wanted to apply his Davis Vision.”

Marketing is simple but effective: “Six weeks before the sale I send a ‘Save the Date’ email and then a week before a ‘reminder’ email,” Galanti says. “We make these cheesy commercials for social media with our optician Kelley in an eyeball costume dancing, running down a hill etc. One commercial we sang ‘You’ll be proud of what you wear when you shop at Pascarella Eye Care’ to the tune of Ideal Manufacturing Company’s ’70s and ’80s commercials.”

The results speak for themselves: about 65 pairs of glasses and 20-plus plano sunglasses sold in a single day. “We are non-stop busy the entire day,” Galanti says. “I’ve had trunk shows in the past and they just didn’t work for us. The time put in wasn’t worth it for us or the reps.”