Your Customers Need You Now More Than Ever

The Vape Landscape is Shifting—And Your Customers Need You Now More Than Ever

Let’s not sugarcoat it: change is coming, and it’s going to be felt at the till.

Change is never easy—especially when it comes with a price tag. But we believe in facing it head-on, together, with honesty and clarity.

Starting 1st October 2026, the UK is rolling out a new Vaping Products Duty. It’s a flat tax of £2.20 per 10ml of e-liquid, and it applies to every vaping product sold in the country—nicotine or nicotine-free. On top of that, every product will need to carry a government-issued duty stamp, adding another layer of compliance and cost.

When VAT is included, that works out to roughly £2.64 extra per 10ml. For your customers, that means noticeable price increases across the board.

We know what you’re thinking.

“How do I explain this to my regulars? How do I keep them from feeling blindsided?”

The truth is, your customers are going to have questions. They’re going to wonder why their usual purchase suddenly costs more. And the best thing you can do—for them and for your business—is to get ahead of it.

Here’s the thing: people don’t mind paying more when they understand why.

This isn’t about profit margins or supplier markups. It’s a government policy aimed at tighter regulation of the vaping industry. It’s happening across the board—every retailer, every brand, every product. No one is exempt.

And while the price increase is real, so is this: vaping remains a far more affordable alternative to smoking. The government has even increased tobacco duty at the same time to preserve that gap. So for customers who switched to vaping to save money, that value proposition is still intact.

What can you do right now?

• Start talking about it. Don’t wait until October. Bring it up in casual conversation, put up a notice in-store, and mention it when customers ask about pricing.
• Frame it correctly. This is regulation, not a retailer decision. It’s industry-wide and it’s designed to bring structure to the market.
• Be the trusted voice. Your customers rely on you for more than just products—they rely on you for information. Be the one who helps them make sense of this.

We understand this adds pressure. You’re running a business, managing costs and trying to keep customers happy. But you’ve done harder things. And the relationships you’ve built with your customers? Those are stronger than a price increase.

You’ve got this. And we’ve got you.

If you need support, resources or just someone to talk through how to handle customer conversations, we’re here.

The industry is changing. Let’s make sure we’re all ready.

Respectfully,