This year has been one of the toughest for our industry and country. While cigar sales industry-wide have increased, COVID-19 has brought challenges to the way we live and operate. As 2020 comes to an end, we want to bring some focus on the ways we can all learn from this difficult year and improve the way we  do business.

A key takeaway from 2020 for retailers and our industry is that we must become more adaptable and diverse in the way we do business. We must all learn to adjust how we operate and service the needs of all customers like the many retailers who have pivoted to create online sites, offer curbside service, and deliver cigars directly to their customers’ homes. Many stores started doing virtual events, so adult consumers could interact with manufacturers. These virtual events were successes for many retailers. Clearly, Covid has taught us that we must become more agile to adjust during difficult times.

Nearly nine months since the pandemic outbreak, the industry is seeing inventory shortages. Manufacturers were forced to close their factories for a short amount of time, and some are operating now with smaller workforces due to social distancing. As  manufacturers are not able to fulfill the supply to meet the demand, we are encouraging retailers to be more strategic with the ways they purchase. For example, instead of buying inventory for a month at a time, it would be more prudent to buy larger quantities when the product is available. Also, when you’re consistently having trouble getting a specific item due to inventory shortages, consider temporarily replacing that item on your shelf with something similar. Remember, Santa Clara carries more than 400 different lines of cigars in over 2,000 SKUs, so be sure to take advantage of our diverse and extensive portfolio to help fill any empty spaces on your shelves.

As 2021 is on the horizon, it’s important we learn other lessons from our 2020 experience. Besides being agile in our business practices, we must be resilient in our resolve going forward. The truth is we have no idea what lies in front of us, but we must continue to focus on doing better than we have in the past. Adult cigar consumers can buy cigars anywhere, but they only become repeat customers if you provide great customer service — this is vital for any business.  Here at Santa Clara we’ve added additional members to our customer service team to help ensure  we can be more responsive and accommodate the needs of all customers.

Santa Clara has always valued the business and support we receive from all our retail partners. We strive to provide the best selection of premium cigars and great monthly deals to help increase your margins. Be sure to check out the amazing deals in this month’s catalog. If there is anything we can do to make 2021 smoother for your business, please let us know.