Sales of Reading Glasses Boost ABFFE

Thousands of indie bookstore customers are reading with less eyestrain and supporting free speech under a partnership between the American Booksellers Foundation for Free Expression and 2020 Vision USA, which launched in June at BookExpo America.

2020 Vision USA, a Sarasota, Florida, importer of reading and sunglasses, is contributing $1 to ABFFE for every pair of glasses it sells to independent bookstores. "Bookstores have ordered more than 3,500 pairs of glasses since BookExpo," said ABFFE President Chris Finan, "and everyone reports that they are selling very well. Some bookstores are already reordering."

To help bookstore customers make the connection between their purchases of reading glasses and support for free speech, ABFFE has created fun, point-of-sale signs in the form of "eye charts," which are downloadable from abffe.com. However, ABFFE stressed, booksellers report that most customers don't need additional incentives because the glasses are stylish and priced right.

2020 Vision's product line will be on display at the fall shows of the Southern Independent Booksellers Alliance and the Northern California Independent Booksellers Association. ABFFE board member Mary Gay Shipley, owner of That Bookstore in Blytheville in Blytheville, Arkansas, will join representatives of 2020 Vision to answer questions at the SIBA show, and ABFFE's Finan will be on hand at NCIBA.

The entire collection of 2020 Vision eyewear and accessories and wholesale prices can be found on the company website, www.2020visionusa.com.