What strategies are helping premium cigar retailers increase sales, and which products and merchandising techniques are delivering the strongest results?
In the third quarter of 2026, the Premium Cigar Association (PCA) anonymously surveyed 125 retail members to better understand customer spending habits, add-on purchases, merchandising practices and promotional strategies.
The results, originally published in PCA The Magazine, Volume 3, 2026, offer an opportunity for retailers to compare their own business practices with those of other shops across the industry.
Whether you’re looking to increase the average transaction, introduce new products or make better use of your retail space, the findings may offer ideas worth testing in your own store.
Average Customer Transactions
What is your average customer transaction?
| Category | Respondents |
|---|---|
| $25–$49 | 51.2% |
| $50–$74 | 34.4% |
| Under $25 | 5.6% |
| $100 or more | 4.8% |
| $75–$99 | 4.0% |
More than half of the retailers surveyed (51.2%) reported average customer transactions between $25 and $49, while another 34.4% reported averages between $50 and $74. Combined, 85.6% of respondents reported average transactions in the $25–$74 range.
Most Effective Strategies for Increasing Average Sales
What strategy has been most effective at increasing your average sale?
| Category | Respondents |
|---|---|
| Staff recommendations | 52.0% |
| Events | 12.0% |
| Loyalty program | 10.4% |
| Featured cigars | 8.8% |
| Bundled deals | 6.4% |
| Premium spirits/coffee | 4.8% |
| Other | 4.0% |
| Accessories near checkout | 1.6% |
Staff recommendations were the clear leader, with 52% of respondents identifying them as the most effective way to increase their average sale. Events ranked second at 12%, followed by loyalty programs at 10.4% and featured cigars at 8.8%. The results reinforce the potential value of knowledgeable employees who can introduce customers to additional products, recommend complementary purchases and help shoppers discover cigars that fit their preferences.
Top Add-On Products Generating Additional Revenue
Which add-on products generate the most additional revenue? (Respondents could select up to three.)
| Category | Respondents |
|---|---|
| Lighters | 61.6% |
| Cutters | 32.0% |
| Humidity products | 30.4% |
| Single cigars | 16.8% |
| Spirits | 16.0% |
| Five-packs | 14.4% |
| Pipe tobacco | 12.0% |
| Pipes | 7.2% |
| Other | 5.6% |
| Snacks | 5.6% |
| Cases/humidors | 5.6% |
| Ashtrays | 4.8% |
| Apparel | 4.8% |
| Leather goods | 1.6% |
| Coffee | 1.6% |
Lighters were the strongest-performing add-on category, selected by 61.6% of respondents. Cutters followed at 32%, with humidity products close behind at 30.4%. These findings suggest that practical accessories and cigar-care products represent opportunities for retailers interested in generating additional revenue beyond their core cigar offerings. For retailers reviewing their product assortment, the results may provide a useful starting point for evaluating accessory inventory, product placement and staff recommendations.
Best-Performing Accessory Price Ranges
When customers purchase accessories, which price range performs best?
| Category | Respondents |
|---|---|
| $10–$24 | 40.8% |
| $25–$49 | 36.0% |
| $50–$99 | 11.2% |
| Under $10 | 8.8% |
| $100 or more | 3.2% |
Accessories priced between $10 and $24 performed best for 40.8% of retailers surveyed. Another 36% reported that accessories priced between $25 and $49 performed best. Together, these two price ranges accounted for 76.8% of responses. For retailers, the findings may be useful when evaluating accessory price points, particularly for products intended to complement a customer’s cigar purchase.
Where Retailers Display Their Best-Performing Impulse Items
Where do you display the highest-performing impulse items?
| Category | Respondents |
|---|---|
| Checkout counter | 72.8% |
| Humidor entrance | 8.0% |
| Behind the register | 6.4% |
| Throughout the humidor | 4.8% |
| Other | 4.8% |
| Lounge area | 3.2% |
| Humidor exit | 0.0% |
The checkout counter was overwhelmingly the most effective location for impulse purchases, selected by 72.8% of respondents. The humidor entrance ranked a distant second at 8%, followed by displays behind the register at 6.4%. Retailers looking to generate additional revenue may want to review how they use available space around the register, particularly for smaller accessories and other products that complement a customer’s primary purchase.
Merchandising Techniques Generating the Best Results
Which merchandising technique has generated the best results?
| Category | Respondents |
|---|---|
| New arrivals | 34.4% |
| Staff picks | 27.2% |
| Limited editions | 12.0% |
| Brand displays | 9.6% |
| Educational signage | 4.8% |
| Bundles | 4.8% |
| Seasonal displays | 4.0% |
| Themed displays | 3.2% |
New arrivals were the most effective merchandising technique, according to 34.4% of respondents, followed by staff picks at 27.2%. Limited editions ranked third at 12%, while brand displays accounted for 9.6%. The results suggest that retailers may benefit from emphasizing product discovery and employee recommendations within their merchandising strategies.
Promotional Strategies That Consistently Drive Sales
Which promotional strategy consistently drives sales?
| Category | Respondents |
|---|---|
| Social media | 21.6% |
| Percentage discounts | 16.8% |
| Buy X Get Y | 15.2% |
| Manufacturer events | 15.2% |
| Loyalty rewards | 11.2% |
| Other | 6.4% |
| None consistently | 5.6% |
| Email marketing | 4.0% |
| Gift with purchase | 3.2% |
| Text messaging | 0.8% |
Social media was the most frequently selected promotional strategy, identified by 21.6% of respondents. Percentage discounts followed at 16.8%, while Buy X Get Y promotions and manufacturer events each received 15.2%. Loyalty rewards rounded out the top five at 11.2%. Unlike the results for staff recommendations or checkout displays, responses to this question were spread across several strategies, suggesting that retailers are finding success through different approaches to customer engagement and promotions.
Putting the Survey Results to Work in Your Store
The PCA’s third-quarter retail survey provides a snapshot of how fellow tobacconists are approaching sales, merchandising and customer engagement.
Several findings stand out: staff recommendations are an important driver of higher average transactions, practical accessories offer add-on revenue opportunities, and checkout counters remain valuable space for impulse purchases. New arrivals and staff picks also play a significant role in merchandising.
Every retail operation is different, and the strategies that work for one store may not produce the same results in another. However, the survey gives retailers a useful benchmark for reviewing their own sales performance, evaluating product placement and identifying opportunities to test new approaches.
Source: PCA The Magazine, Volume 3, 2026, page 13. Survey of 125 PCA retail members, conducted anonymously during the third quarter of 2026.
This story first appeared in PCA The Magazine, Volume 3, 2026. To receive a copy of this magazine, you must be a current PCA member. Join or renew today.
