Exploring Retailer Abandonment of Tobacco Sales

Background: Tobacco outlet density is linked to a greater likelihood of youth and adult smoking. In California, approximately 40,000 stores sell tobacco products, which are highly profitable. However, since 1995, over 900 California pharmacies and 4 San Francisco Bay Area grocery store chains have voluntarily stopped selling tobacco products. No previous studies have examined the reasons for this phenomenon.

Methods: Using a multiple case study approach drawing upon retailer and employee interviews, consumer focus groups, and media analysis, this presentation examines why and how California retailers create these voluntary policies, and explores consumer and media responses to them.

Results: Retailers cited an interest in the community's health as their primary motivation for ending tobacco sales. Family or friends dying of tobacco-related disease also played an important role. Local media coverage of retailers' decision to end tobacco sales was positive, but limited, and retailers generally did not advertise their new tobacco-free policy. As a result, many store patrons in focus groups were unaware of the change. Nonetheless, they supported the move, viewing it as a means of discouraging smoking.

Conclusions: Retailers' decision to voluntarily stop selling tobacco products has the potential to further denormalize smoking. To reach this potential, however, retailers must advertise their decision to their patrons. In the absence of retailer action, tobacco control advocates should consider ways to create ongoing positive publicity for these efforts.