Imperial Tobacco is advising retailers to stock up on premium tobacco products ahead of the festive season, because brands such as Lambert & Butler, Golden Virginia and Embassy experience a boost in sales at Christmas as consumers trade up from their usual tobacco brand.

Imperial Tobacco’s head of consumer marketing, Jo Wren, says retail tobacco sales traditionally increase in the weeks running up to Christmas, providing a great commercial opportunity for retailers, with premium cigarette brands seeing the greatest uplift in sales the weekend before Christmas.

She said: “The festive season is an extremely important time in Imperial Tobacco’s business calendar. This is the season for celebrations and parties and a time when adult smokers often trade up and enjoy our premium product lines.”

She continued: “While our lower priced brands such as Player’s Gold Leaf and JPS RYO have seen the biggest volume growth this year, premium brands such as Golden Virginia Classic see a particular uplift in sales around the festive period. As consumers across the country begin to get into the festive spirit retailers need to be prepared, plan ahead and ensure they have a range of tobacco products available.”

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