Light up sales this Christmas with a cigar selection to suit every need.
The season of celebration and extravagance is prime time to capitalise on cigars.
Throughout the year, the category is largely driven by cigarillos. “Our latest data shows the total cigar category to be worth £327m in annual sales, which is a YOY growth in value terms of 2.6% [IRI MarketPlace, Value and Volume sales, w/e 06/07/2025],” says Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group (STG) UK. “Sales from the cigarillo segment currently account for nearly £154m of that total [ibid], while the three other segments combined (miniature, small and medium/large) account for just over £171m [ibid]. The remaining c£2m is made up of handmade cigar sales.”
A big occasion
But as the nights draw in, wreaths start to appear on doors and the houses twinkle with fairy lights, it’s time for the big boys to come out to play.
“It’s well-known cigar sales enjoy an upward trajectory over the Christmas period when many adult smokers like to enjoy one as part of their festive celebrations,” says Jhingan. “Retailers certainly won’t need me to tell them, but it’s typically larger cigars that people will gravitate towards as a bit of a Christmas treat when they are in celebratory mood and typically have more time to enjoy it.”
Glasgow-based convenience retail chain, Racetrack, agrees cigar sales rocket during the festive period. “Based off of last year’s figures, our cigar sales were at least triple from November to December just because people were buying them mostly for gifting,” says retail manager Guna Sud. “We try and target that gifting market with branded gift boxes.”
He concurs with Jhingan that bigger cigars see increased demand. “Usually, the larger cigars pick up at Christmas,” he says, noting that premium brands are popular.
Racetrack displays its cigars in a humidor for maximum impact. “When people see the range, they like to gift a brand they know, maybe they’ve seen it in a movie – something like Romeo y Julieta or Cohiba. It’s a luxury vibe and a better gift,” says Guna, adding that H Upmann cigars are another top seller.
STG UK claims that its Henri Wintermans brand is also a must-stock during the run up to Christmas. “My advice at this time of year is always make sure you have brands like our Henri Wintermans Half Corona in stock as it is easily the UK’s best-selling medium/large cigar and has a loyal following due to its quality blend and heritage,” says Jhingan.
Cigarillos soar
Nevertheless, there are still plenty of opportunities for cigarillos to shine this season. “The cigarillo segment may be the smallest in terms of the actual cigar size, but it is easily the largest of the four segments in terms of volume and not far off the other three combined in terms of value,” says Jhingan.
She claims that over the last couple of years distribution has improved and sales have really “shot up” for STG UK’s Signature Action cigarillo brand, almost doubling since last year.
The firm recently announced the expansion of its Signature Action menthol capsule range with the introduction of a new 17-pack format. It also tapped into the trend for flavoured cigarillos with the launch of Signature Action Mix earlier this year. Each product contains two capsules, combining the flavours of Berry and Mint.
Whether it’s a fruity fix or a large luxe line, stocking a range of cigar sizes and gifting options is sure to keep Christmas cigar consumers in high spirits this festive season.
