With cigar sales increasing by as much as 15% in the week before Christmas, JTI is urging retailers to prepare for the Christmas cigar demand.

A survey of 200 independent retailers has found 88% of retailers are failing to capitalise on the potential cigars present at Christmas.

Despite one in four retailers noticing an increase in cigar sales over the Christmas period, only 11% of retailers take advantage by stocking up.

Jeremy Blackburn, JTI head of communications said “As the figures suggest, cigar sales typically increase over this period, so retailers need to take advantage of this trend and prepare accordingly,” he added.