This study outlines the business practices of independent optical retailers that sell to children. The major challenges of selling children's eyewear are examined within this study as are the important qualities of children's eyewear, deemed by the child and parents. We assess the offerings that retailers find most helpful in selling children's eyewear. Both frame and lens qualities are evaluated according to their importance of selling eyewear to children and parents. April 2010 data. Six years of data trended.