A festive boost for sales and health 

As the festive season approaches, convenience retailers have a significant opportunity to support adult smokers looking to switch to less harmful alternatives while maximising their seasonal sales potential.

The festive season is a time of joy, celebration, and indulgence – but for many, it is also a period marked by stress and increased smoking. Research has shown that the average British smoker consumes an additional 145 million cigarettes in December [UnSmoke UK, 2022], driven by festive stress, long work hours, and hectic social schedules.

However, the holiday period also presents a unique opportunity for convenience retailers to introduce harm-reduction alternatives like vaping, heated tobacco, and nicotine pouches to adult smokers, many of whom will consider quitting as part of their New Year’s resolutions.

The scale of seasonal smoking

As the December rush sets in, smoking rates tend to spike, with stress, late-night parties, and frantic gift-shopping often leading smokers to increase their consumption. The stress factor cannot be understated – according to the Stress Management Society, one in 20 people find the Christmas period more stressful than experiencing a burglary!

The UnSmoke UK survey showed a 17 per cent rise during this period. But the festive season is also a time for reflection and resolutions, offering a window to encourage customers to explore smoke-free alternatives.

“It’s at this time of year when many smokers start to consider quitting as a New Year’s resolution. Retailers can support this by introducing adult smokers to harm reduction alternatives during the holiday season,” comments Angelo Yang, associate general manager, UK at Elfbar.

Looking ahead to the June 2025 disposable vapes ban, Yang highlights the importance of preparing customers for the switch to refillable products.

“For smokers and former smokers who have already made the switch and rely on single-use vapes, following the confirmation of the single-use vape ban in June 2025, retailers should highlight the availability of reusable products to encourage their transition to viable alternatives. This will also help retailers maintain sales post phase-out,” he notes.

Stocking for success

To maximise sales during the festive period, it’s crucial to stock a well-rounded range of products that cater to varying customer needs, Yang adds.

“Retailers should focus on stocking a balanced range of high-demand products, including single-use, prefilled pod, and open pod systems. Offering a variety of e-liquids and pod flavours is also important to cater to diverse adult preferences,” he suggests.

Sales trends show a growing preference for high puff count devices, which are both cost-effective and sustainable. As household budgets are more stretched over the festive period, these reusable devices offer excellent value, holding more e-liquid than single-use vapes. Elfbar has responded to this demand with the AF5000, while its sister brand Lost Mary launched the BM6000.

“Both products have gained strong traction in the market and are performing well,” Yang reveals.

Leverage flavours

Flavours play an integral role in encouraging adult smokers to adopt vaping, as noted by the Royal College of Physicians, who recommend that a selection of options should be available to aid quit-smoking attempts.

Reflecting this, Elfbar and Lost Mary have introduced innovative solutions like the 4-in-1 prefilled pod kits, which allow users to switch between four different flavours in a single device.

“All these devices are rechargeable and use replaceable prefilled pods, providing a clear alternative to single-use vapes. Available in a wide range of flavours, the new products build on the Elfbar Elfa Pro and Lost Mary Tappo prefilled pod kits, which were designed to deliver a similar experience to single-use vapes but in a reusable format,” Yang says.

Additionally, Elfbar has released the first product in its ELFX series, developed as an accessible entry point to open pod systems. The device allows adults to add the e-liquid flavour of their choice and adjust settings for a more customisable vaping experience.

Fruit continues to be the most popular flavour with adult smokers and ex-smokers, as evidenced by the Action on Smoking and Health 2024 adult vaping survey and member-commissioned research by the Independent British Vaping Trade Association. In terms of sales, some of the most popular flavours include Pineapple Ice, Strawberry Ice, Watermelon, and Blueberry.

Vaping isn’t the only option for adult smokers during the festive period. Heated tobacco products and nicotine pouches provide additional avenues for harm reduction. Stocking these alongside vape products ensures that retailers can cater to a wide audience, from traditional cigarette users to those exploring newer alternatives.

Festive displays and promotions 

A strong visual presence can make all the difference. Create festive-themed displays featuring vape and smokeless product range to catch the eye of holiday shoppers. Highlight: 

• Starter kits: Perfect as gifts for smokers considering quitting.
• Limited-edition flavours: Appeal to the season with festive-inspired options.
• Promotions: Bundle deals or discounts on reusable devices to encourage sustainability.