2022 Tobacco Retailers Almanac

Unless you are a private lounge or have a liquor license, the square footage in your humidor is almost the only square footage that generates revenue for the store. So you've got to have a strategy for how you're going to best merchandise that space. “You can’t just put cigars on the shelves where they fit.” says Michael Dougherty, West territory sales director for Arturo Fuente Cigar Company and J.C. Newman Cigar Company. This can be a challenge in today’s market where there is an abundance of choices. “You see humidors where there are just cigars everywhere. They’ve ripped lids o‚ boxes and turned some sideways... just cramming in as much as possible.” says Dougherty. “If the humidor is too crowded chances are you're not displaying it well,” says Harris Saunders, owner of multiple Vitola Fine Cigars shops in Birmingham, AL. “So it’s better to carry a little less, covering a wide variety that have strength and presence.” Humidors are like sanctuaries for many customers. It is total sensory experience... the earthy smells, the cool air, being surrounded by some old favorites or the hope of discovering something new. If your humidor is clean, neatly organized and well signed you have merchandised well and your customers will return again and again. LED lighting can makes a big di erence too, perfectly combining visibility with a so er, enticing glow that makes products “pop” and look their best. Compared to incandescent lighting, LEDs use up to 75% less energy and last 25 times longer. the money maker . . . your humidor | 11