Eighty-eight per cent of retailers are failing to capitalise on the potential for cigar profits at Christmas, new independent research commissioned by leading tobacco firm JTI has found. The insight reveals that while nearly one in four retailers notice an increase in cigar sales over the Christmas period, only 11% of retailers take advantage by stocking up. Cigar sales can increase by as much as 10-15% the week before Christmas versus the preceding weeks.

Retailers overwhelmingly reported that Hamlet is the most recognisable cigar brand while miniatures remain the most popular cigar size with 63% stating this as their most successful format.

Jeremy Blackburn, JTI head of communications, comments: "Hamlet is a long-standing success story for retailers and an absolute ’must stock’ in the run up to Christmas. As the figures suggest, cigar sales typically increase over this period, so retailers need to take advantage of this trend and prepare accordingly."0800 163503