In the final quarter of 2025, the Premium Cigar Association (PCA) conducted a survey of its retail members to better understand how premium tobacco businesses are operating, marketing, and performing in an evolving marketplace. The results offer a clear snapshot of today’s cigar retailer—how shops are staffed, which digital tools are actually being used, where new products are discovered, and what concerns are shaping day-to-day decision-making.
Taken together, the data highlights both resilience and reality. While nearly half of respondents report sales growth compared to last year, retailers continue to navigate rising costs, taxation pressures, and an increasingly complex regulatory environment. At the same time, the survey reinforces the continued importance of relationship-driven channels—from sales representatives and trade shows to trusted legacy brands and classic cigar formats that remain central to consumer demand.
Below, we’ve compiled the key findings from the survey to provide insight into current trends across marketing, staffing, sales performance, product discovery, and consumer preferences within the premium cigar retail landscape.
- What digital marketing tools are you using within your business?
Facebook – 91%
Instagram – 85%
Email Marketing – 59%
SMS – 15%
Twitter – 9%
Podcasting – 6%
Video Conferencing – 3%
Snapchat – 0.83% - Including yourself, how many employees does your store have?
1-5 – 47%
5-10 – 27%
10-20 – 18%
Over 20 – 10% - What are your top concerns as a premium tobacco retailer? (top answers compiled by commonality)
* Taxation
* Tariffs
* Rising Costs
* Regulation
* Legislation - How would you describe your store’s 2025 sales performance so far compared to last year?
An increase in sales – 48%
Stagnant/Flat Sales – 34%
A decrease in slaes – 15% - How do you typically find out about new products?
Sales Representatives/Brokers – 85%
Trade Shows – 57%
Directly from Manufacturers – 54%
Online Media and Ratings – 49%
From Customers – 35%
Other Media (Print, Podcasts, Video) – 20%
From other Retailers – 5% - What were the most popular brands in your store this year?
1. Arturo Fuente
2. Padrón
3. Perdomo
4. Drew Estate
5. My Father
6. Davidoff
7. Oliva
8. Rocky Patel
9. Plasencia
10. Ashton - What is the most popular cigar size sold in your store?
* Toro (6 x 50) 78%
* Gordo (6 x 60) 11%
* Robusto (5 x 50) 8%
* Gordito (4 1/2 x 60) .83%
* Corona (5 1/2 x 44) .75%
This story first appeared in PCA The Magazine, Volume 4, 2025. To receive a copy of this magazine, you must be a current PCA member. Join or renew today at premiumcigars.org/membership.