LOS ANGELES - TelAve -- McCormick's frustration reflects that of many eyewear wearers—trying to strike a balance between style, quality, and price often comes with pressure and dissatisfaction.

With the U.S. Federal Trade Commission (FTC) stepping up enforcement of rules requiring eye doctors to provide patients with their prescriptions after an exam, consumers now enjoy more autonomy in choosing where to buy glasses, no longer restricted to purchasing directly at the doctor's office. This shift has opened up new opportunities for both the retail and online eyewear markets, with online retailers like Elklook attracting an increasing number of customers.

Still, cost remains a pressing issue, at traditional optical stores, the median cost soared to $511. Consumers are still facing steep costs and financial strain.

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"Today, we have so many options for buying glasses and sunglasses," said consumer Sus Vane. "Competition has led to lower prices and more choices, which is the best thing for consumers."

Indeed, the product range has grown—from inexpensive reading glasses to high-end custom prescription eyewear. At retailers like Elklook, reading glasses sell for under $20 without a prescription, catering especially to aging customers who need help seeing fine print. Prescription glasses, on the other hand, address vision issues like nearsightedness and farsightedness, with bifocals and trifocals meeting multiple prescription needs.

Price shifts also reflect intensifying competition. Greenberg noted that less than a decade ago she paid as much as $1,200 for a single pair of frames, while today she can buy an equivalent product for just a quarter of that cost. She advises consumers shopping with retailers like Elklook to review customer feedback to ensure prescription accuracy—but Elklook's 365-day return and exchange policy provides added peace of mind.

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Some consumers are also changing their buying habits. Schultz explained that eye doctors' offices offered limited options, so he requested his prescription and turned to Elklook instead.

Since the pandemic, more people have become comfortable buying prescription glasses online. Vane said she had purchased glasses both at clinics and online, and Elklook has now become an online store that I frequently visit. "The key is finding a patient, honest online customer service rep—someone who will tell you directly, 'These glasses aren't right for you,' or 'This pair looks much better on you,'" McCormick added.

With regulatory oversight and diverse retail channels, the eyewear market is undergoing an unprecedented transformation: more affordable pricing, richer choices, and consumers gaining more say than ever before.