Retailers that want to boost their sales might want to read our tips on how to successfully target Generation Z with their wholesale vape products, as this age group has been shown to be the biggest fans of electronic cigarettes.
According to government data, 15.5 per cent of people between 16 and 24 years old in the UK used vapes daily or occasionally last year.
This is an increase from 11.1 per cent in 2021.
It is also significantly higher than the proportion of adults in the UK who vape regularly, which was 8.7 per cent in 2022, increasing by one per cent from 2021.
In total, around 4.5 million British adults frequently use e-cigarettes, and a greater percentage of Gen Z are among these people than any other generation.
Therefore, businesses selling vaping liquids would do much better with their sales if they directly appeal to these young adults.
The question is, what’s the secret to doing this?
Fresh new flavours
Though stocking sweet or fruity flavours has faced criticism, as it could appeal to children, it is still incredibly popular for the slightly older vapers.
After all, 18-year-olds might be adults, but they still have a young person’s palate, so selling blueberry, lemonade, grape, or bubblegum flavoured vapes will attract lots of older teens.
In the UK, it is illegal for anyone under the age of 18 to buy e-cigarettes, so it is essential the retailer is strict at checking ID. As long as they are not selling to those who are underage, they can continue stocking these flavours.
Display them well
Although tobacco products have to adhere to strict legislation with regards to their packaging and where they are displayed in stores, the same is not true for vaping goods.
Therefore, it is sensible for retailers to make their e-cigarettes as appealing to the younger crowd as possible.
Choose ones that are brightly coloured so it grabs their attention, and put them in an obvious display cabinet. You could even put them in the shop window, capturing interest from passersby.
Another thing worth doing is placing them near other products 18-24-year-olds are likely to buy, from magazines to cans of pop. If they spot vaping products while they’re out buying chewing gum, they are more likely to buy some.
Offer free samples
It is still legal to offer free samples of vaping liquids to customers, so make the most of this by doing a one-off special giveaway.
Advertise it in the shop window or local press, and you’re bound to get loads of attention. Young people love nothing more than a freebie, after all!
You could also introduce special offers on your vaping products at certain times of the year that will particularly appeal to this market.
For instance, late September and early October is when most students return to university, so this is a good time to attract their custom.
It is also advantageous to lower prices before Christmas when everyone is short on money.
The beginning of the summer is also an optimum time, as university goers will be gearing up for their leaving parties, and everyone will be making plans to spend the next few months in a park with their friends soaking up the sunshine!