The Sun is the same as ever. It's just that people tend to stare at it for long times during the eclipse. A quick glance doesn't do much damage, but prolonged staring could be bad.
Those who see the phase of totality have an additional risk. After the Sun goes completely dark, and it then finally shows up again, some people feel compelled to keep watching that tiny sliver of light without protection for a long time. Don't. When the actual surface of the Sun is visible again after totality is over, it's time to put the googles back on.
Do not use regular sunglasses. They typically don't block the kinds of radiation they should block to allow you to watch the event safely. There are several options here:
Very dark welding glasses. Ask a welder or go to a welding shop. They have these special glasses to protect themselves from the radiation from the welding arc, which is similar to the Sun's radiation. These glasses are numbered to show how dark they are. For viewing the Sun, use the darkest ones, labeled #14. A welding mask with a #14 glass is perfectly safe no matter how long you're looking at the Sun. #13 glass might be safe too for short durations, but it's not recommended. Anything lower than that is not safe.
Goggles made specifically for watching the Sun. There are many kinds of them. As long as they pass the ISO 12312-2 international safety standard they're fine.
I recommend the goggles made of Baader solar film. They show the Sun in its original color (not red, green, orange, etc). There are several kinds here, too; the Baader AstroSolar Silver/Gold Film passes the ISO standard, these are what I use. You can buy them online in various places and they're very cheap.