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Eyewear consumers most often are concerned about: 1. Is there a trick behind 50% off sale? 2. Are 'add-ons' like UV and scratch protection really worth it? 3. Is 'Buy one, Get one FREE' possible? 4. How do I know I'm getting right frame for my prescription? 5. Why is there such a difference in price between optical stores? 6. Is there a difference in eyeglass lenses? 7. How do I know if I'm paying too much for my frame?

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In this brief report we'll try and answer a few of these questions.

IS THERE A TRICK BEHIND THE 50% OFF SALE?

Let's use a common sense approach when evaluating this offer. It's not very likely a business would offer a product for less than their purchase price of product. So when optical companies run 50% off sales one of two things is happening. They want to get rid of outdated merchandise or product mark up is inflated to begin with. How else could they afford to discount product 50% and still make any profit?

Most 50% OFF sales advertise discontinued frames. While this can save you money, be careful of being enticed to buy a product that is outdated. Replacing a broken temple piece or a broken discontinued frame can be difficult if not impossible.

Fifty percent off sales are also frequently on frames that have been marked up by 3 to 31/2 times their cost, and then reduced by 50 percent. So you end up paying almost regular retail on a frame that is advertised at 50% off.

Often on 50% off sales you will notice an offer that discounts frame only if you purchase 'premium' lenses.

THIS IS THE CATCH!! You WILL overpay for these lenses. They are often priced higher than regular lenses. So you think you're getting a good deal because frame is half-priced. Shop around for lens prices in your area. You'll be better prepared when investigating 50% off sale.

Be sure to read fine print in advertisements.

Stores that run 50% OFF sales 365 days a year are simply marking up product to reduce it. This is very misleading. You might even notice that some optical stores have 50% OFF as a permanent business practice.

There are less expensive and easier ways to save money and get real quality frames and lenses at a very affordable price.

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WHY DO OPTICALS ALWAYS TRY TO SELL YOU ADD-ONS?

This is an area of great profit for most optical companies, and is 'easy money'.

Many opticals give generous commissions and sales incentives to sales staff based solely on number of tints, scratch coatings, ultra-violet protection, edge polishing and service agreements sold.

For little cost to them, optical business can substantially increase price of an eyeglass sale using 'add-ons.'

Add-ons can amount to over 30% of cost of a pair of glasses, often giving company excessive and outrageous profits.

Buy only protective coatings that you need. Specialty lenses, like hi-index lenses and polycarbonate material automatically come with scratch protection and ultraviolet coatings from manufacturer.

So you DON'T NEED TO PAY AN ADD-ON FEE to have these coatings added! They are already on lenses!

Again, do not overpay. If your prescription requires hi-index or polycarbonate lenses, lenses have ultraviolet and scratch protection coatings already impregnated in lens.

Oftentimes, if pressed to make sale, some optical companies will provide scratch protection, UV coating and edge polishing for half price! Negotiate and insist on a discount.

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THE TRUTH BEHIND 'BUY ONE GET ONE FREE'?

In this promotion, while second pair is advertised as FREE, 'free frame' is not an identical one to first frame of purchase. The 'free frame' is usually one selected from a special collection in store. These cheap frames cost optical store about $2 to $4 each.

You are overcharged 'full' price for first pair and told you get a second pair free.

The lenses used to fill prescription in free pair are often cheap, uncoated lenses. Is optical giving away a free pair?

Not really!

The store makes money from this promotion by encouraging consumer to purchase an 'add-on' package of coatings. These coatings are scratch protection, ultraviolet coating and a tint. A total for all three options may cost you from $29 to $59.

So optical will make anywhere from $23 to $53 on your FREE pair!

In reality, you are overpaying for your first pair and getting a poor quality frame for second pair. ==============================

HOW TO RECOGNIZE AND AVOID CHEAP FRAMES?

The optical industry considers a 'cheap' frame to be one that costs optical store anywhere from $1 to $7. Yes, believe it or not, there are imported eyeglass frames that cost as little as $1 which some optical stores sell for $39 to $99!

In many optical stores these frames are often found:

- in 'Spare Pair' section - with 'Buy One Get One FREE' promotions - combined with a Contact Lens promotion - with certain Vision Insurance Plans - often advertised, '$79 Complete Pair of Glasses'.

The frames are usually made in Far East of low grade material. They will often tarnish easily. Cheap frames won't stay in adjustment, arm coatings will often chip, screws will loosen and frame will break easily.

Be very careful about spending your money on these frames.

Generalized Anxiety Attacks Generalized Anxiety Disorders (GAD) is characterized by anxiety symptoms that are present for much of time and not restricted to specific situations.

Generalized anxiety often accompanies phobias and is extremely common in people who are depressed. It can also be caused by physical illness, such as an overactive thyroid gland, or result from emotional response to a serious illness such as a heart attack.

Some 15 per cent of people with GAD have a hereditary background, it is likely that their brother, sister or a parent are suffering from a similar problem. This disorder reflects an inherited tendency to attacks or effect of surrounding environment. Two thirds of sufferers are women.

Panic Disorders In panic disorders, repeated panic attacks occur unpredictably and often without obvious causes. They consist of severe anxiety attacks with physical and psychological symptoms.

Physical symptoms can include any of general symptoms of anxiety described above, and more often that of hyperventilation syndrome.

Psychological symptoms typically include dread (particularly of extreme events such as dying), having a seizure, losing control or 'going mad'.

To sufferer, attacks feel as if they are going on for a long time, but actually they tend to last only a few minutes, and at their longest they last around an hour. Panic attack is common in depression, GAD or agoraphobia.

Phobic Disorders A phobia is a fear that is out of proportion to situation that causes it and cannot be explained easily. Simple phobias are phobias that are specific to objects or situations. Specific phobias include:

Animal phobia (eg dogs, snakes, frogs, cockroach, spiders and other insects) these phobias often start in childhood, usually before age of seven years.

Blood and injury phobia: fear of blood tests or sight of blood that results in fainting.