Description of stores
All three grocery stores in our sample were Northern California chains, with 2-9 individual stores (Table ). All sold specialty "healthy" products (e.g., organic produce and gluten-free foods) and were located in relatively affluent communities (Table ). They also sold wine and spirits, and a wide range of high fat, salt, and sugar items. When still selling tobacco products, none of these stores reportedly offered discounts or displayed tobacco advertising. There were 3-5 tobacco retailers within a three-block radius of each store observed.
Three of the four pharmacies in our sample were independent; one belonged to a national chain whose other stores continued to sell tobacco products (Table ). Two independents were located in isolated areas, and were the only available local pharmacies. Two (one independent, one chain) were located in affluent communities (Table ). Only the chain pharmacy sold alcohol. There were 2-5 tobacco retailers within a three-block radius of each pharmacy.
Why retailers discontinued tobacco sales
Among the independent pharmacies, the link between tobacco and disease and death was the only reason given for abandoning tobacco sales. In one case, this link was personal, with the owner citing the loss of several family members to tobacco-related disease:
I've always had that idea [to stop selling cigarettes]. ... My grandmother smoked. She died of ... pulmonary embolism that I think probably had a lot to do with smoking. And my mom [a smoker] died of cancer. (Owner, pharmacy 1)
In two cases, the link between tobacco and disease was more abstract, although still a compelling reason to end tobacco sales:
We're trying to be so healthy, that's what a pharmacy is all about. ... When I started selling cigarettes as the clerk in 1960 ... we didn't know. There wasn't even the warning on the package from the Surgeon General, and so we didn't know they were bad. ... So this is how I explained it to my staff here, was that at one time, we didn't realize that we shouldn't be selling cigarettes, but now it's more than obvious. (Owner, pharmacy 4)
I was always against [selling tobacco products]. And ...with the reason ... that it causes cancer, I decided I just don't want to be part of it. (Owner, pharmacy 3)
By contrast, the chain pharmacy had discontinued tobacco sales in one particular store as a test to "see how the market fared with not having cigarettes" (Manager, pharmacy 2).
Grocery owners and managers also offered health-related reasons (both abstract and personal) for ending tobacco sales; however, all but one also mentioned at least one additional reason, such as declining tobacco sales or difficulties associated with tobacco sales, including attempts by minors to purchase tobacco and the licensure requirements:
Normally with cigarettes, you're going to have a younger ...crowd try to buy those. ... It's one less headache. .... It was that consideration and the fact that... it's not a good healthy habit for people to have. So ..., I figure, "Okay, I'm not promoting it if I don't sell a product." (Manager 1, grocery 1)
It kind of got on our radar that, uh, cigarettes were not a [briskly selling] ... product. ... We started out in the health food business. ... And then when we started acquiring grocery stores, cigarettes came, just the whole culture of the grocery store. It was embedded that you would sell cigarettes. And it was funny, because over all the years when people complain from special interest groups to me, "Why do you sell this kind of meat?" and, "Why do you sell this kind of fish?" and, "Why do you sell this?" and, "Why do you sell that?" My stock answer used to be, "If I'm going to decide what consumers should buy and they shouldn't buy at our store, and I made the call exclusively, I would start with cigarettes." I couldn't understand why someone would approach me and ask me not to sell a certain kind of veal ... but they didn't care if we sold cigarettes or not.... My father died from emphysema. ... I just got to thinking that, boy, I sure said this a lot of times over the years, and in talking with my partner, we said, "Yeah, you know what? It's our store and it's our business. If we don't want to sell them, you know, we don't have to sell them." (Owner, grocery 2)
Publicizing the new policy
Two grocery retailers alerted local media to their decision to end tobacco sales. One local newspaper wrote a front page story; the grocer also took out a full-page ad explaining the new policy as a way to "make a slight difference" in fighting cancer. In the second case, the grocery owners held a media event at one of their stores announcing the new policy; two local newspapers wrote brief articles. Among remaining retailers, only one received unsolicited local media coverage: brief mentions (1 year later) in two newspaper articles discussing a possible county ban on pharmacy cigarette sales.
Most stores (5) had phased in the new tobacco-free policy gradually, discontinuing tobacco orders and selling existing stock. During this phase-in, three retailers proactively alerted customers that tobacco sales would end. An independent pharmacy owner personally notified the small number of regular cigarette purchasers. Two chain groceries posted in-store signs, which were later removed. One owner, despite seeking media coverage of the new tobacco-free policy, explained why he did not continue in-store signage:
I don't like advertising the fact that we don't have a product. ... We compete quite a bit with [a large supermarket chain]. So if I put it in people's face, like we don't sell cigarettes, and they're buying their cigarettes with their shopping at [a large supermarket chain], it gives us a disadvantage. (Owner, grocery 2)
Another owner said "I don't think it's necessary now. Most people understand that they're not going to find cigarettes in our store, period" (Owner, grocery 3).
Perceived customer reaction
Only one store owner perceived a loss of customers after discontinuing tobacco sales, but this was short-lived:
I think I've gained customers now. Took awhile. ... Initially I think that there was a ... downturn in customers. But over time, the word got out. And I think it really was an advantage because people appreciated that I made that stand. So it was a good decision.(Owner, grocery 3)
The remaining stores experienced no loss of customers and no or few complaints:
I don't think it affected business at all. ... It was an easy transition, you know. Nobody's gotten upset at us not carrying' em. ... Everything's just fine. (Manager 2, grocery 1)
We had a few regular customers that would buy a carton every time they came in. ...[The new policy] upset them for a little while, and they ... got used to it. (Manager 3, grocery 1)
Some of them [smoking customers] were pissed. But they understood. (Owner, pharmacy 3)
One grocery manager stated that several smoking customers expressed gratitude for the new policy, because it made it harder for them to buy cigarettes (implying that they were trying to quit smoking) (Manager, grocery 2). A pharmacy owner reported a similar outcome: although she had regularly encouraged her regular tobacco purchasers to quit smoking, two reported to her that they had done so only after she stopped selling cigarettes (Owner, pharmacy 3).
Retailers uniformly stated that non-smoker customers (or those who did not purchase cigarettes from them) had either no reaction to the tobacco-free policy or, occasionally, a positive reaction.
There was a little bit of a response [from nonsmokers]. "We think it's great." "A bold move." (Manager, grocery 2)
[Nonsmokers] didn't even notice. Not even a blip on the radar. (Manager 4, grocery 1)
A few of them [nonsmoking customers] ... told me, "Good for you." (Owner, pharmacy 3)
Both management and employees reported that employees supported ending tobacco sales. Grocery managers stated that employees liked the new policy because it made their jobs easier (Manager 3, grocery 1; Manager 4, grocery 1), was good for customers' health (Manager 3, grocery 1; Manager 4, grocery 1), and was good for the store's "branding" or image (Owner, grocery 2). Employees of two independent pharmacies were happy to no longer sell cigarettes because doing so contradicted the pharmacy's focus on health. One employee explained:
It was very, very embarrassing selling cigarettes here at the pharmacy. Because it's a pharmacy, and we're here to help people get better and feel better. And by selling cigarettes, it was ... a contradiction. ... Why am I selling you cigarettes? You're going to get sick. You have asthma. I mean, it's ridiculous. You're buying an inhaler. But then, later you come back and buy cigarettes from us. I don't want to do this. ... It was very hard especially when you've been here for a long time. And you get to know people. And you love the people that... come in. It was very difficult for me to do that, looking at them, especially when they had asthma. Looking at them coughing and not being able to breathe and taking inhalers or cough suppressants. And then, later on, looking at them outside smoking. ... "Why did I just [sell them cigarettes]? That's absolutely not right." So when that stopped, it was like a relief for me. ... And I was very happy not being able to do that to a person I knew. And so I felt very good. And it was weird because customers did ask us, "Well, why did you stop?" And it was ... very easy to answer them ... "Because we love you, and we want you to get better. And we're not going to sell you any more cigarettes. That's why we stopped." (Employee 3, pharmacy 1)
Management at two of the remaining pharmacies (one chain, one independent) claimed that employees were indifferent to the change (Manager, pharmacy 2, Owner, pharmacy 3). In only one case were employees opposed: one grocery employee claimed that most of his colleagues smoked, "so, if they run out of cigarettes then they have to leave the store and, you know, drive down several blocks to go to the next place that does sell them. So, they get irritated" (Employee, grocery 3).
Nearly all managers were happy with the owners' decisions to end tobacco sales, primarily because of tobacco's deadly effects. Two grocery managers explained:
I'd rather not sell them just to make a dollar. ... The money is not worth somebody's health. So I feel more comfortable not selling them. (Manager 2, grocery 1)
Personally, I thought it was great. ... I watched my grandfather die a slow death from smoking Camel straights since he was 14. ... It was painful to watch. (Manager, grocery 2)
One manager expressed indifference, stating that he would not object to selling tobacco products "if that's what the public wants" (Manager, pharmacy 2).
Similarly, store owners were nearly all satisfied with their tobacco-free policies, stating emphatically that they could not imagine any conditions that would lead them to a policy reversal. One pharmacy owner joked that she would consider selling tobacco products again if "somehow they found that tobacco smoking is good for you" (Owner, pharmacy 1). Only one owner expressed ambivalence: "I'm still uncomfortable in deciding for customers. I'm not happy with that. ... I'm not their priest. ... I'm not their teacher. ... I'm selling them groceries" (Owner, grocery 2). However, even he remained committed to the new policy, stating firmly: "we're not going back" (Owner, grocery 2).
Perceived impact on store image
Grocery store owners and managers asserted that ending tobacco sales enhanced the stores' "healthy" image and was a natural fit with the healthy products they sold. One owner explained that the policy "made a statement to our customers that [we] were very concerned about health" (Owner, grocery 3). A manager stated that the absence of tobacco products helped reinforce his store's strategy of "focus[ing] on things to help improve people's health and to make [grocery 1] synonymous with ... being a place where ... just by entering the building they're thinking that they're going to live to 100" (Manager 4, grocery 1).
Pharmacy management and employees universally agreed that cigarettes did not belong in pharmacies because, as one employee said, "pharmacy means health and cigarettes means unhealthy" (Employee, pharmacy 4). The decision to voluntarily end tobacco sales was in keeping with their understanding of pharmacies as health-promoting organizations.
Customers' policy awareness & response
In most customer focus groups (6), only 1-2 participants per group were aware that retailers they patronized had voluntarily stopped selling tobacco products, even when the business had advertised it. Asked how they felt about it, nearly all participants (including smokers) supported it because they saw it as promoting public health (see Table ).
Selected consumer focus group comments
In each group, the majority stated that a store's tobacco free policy would have no impact on their shopping patterns. However, a small number stated that they would actually consider increasing their patronage (see Table ).
The importance of advertising
We asked focus group participants if they thought it was important for retailers to advertise their tobacco-free policies internally, with a sign on the door or inside the store. In two groups, most participants thought it was not important to advertise since it was unlikely to alter customers' smoking habits or shopping frequency. In other groups, however, most participants thought advertising the policy was important. First, participants suggested that not advertising was a wasted public relations opportunity: "Why do it if you're not going to tell everybody? I mean, presumably, you're doing it to build your name" (Male #3, nonsmoker, pharmacy 3 focus group). Building the store's name could bring in more customers:
... I think why would you not want to [advertise], because it defeats the purpose of why you did it to begin with. .... So no, they want to promote it, I would think. And the word will hopefully spread. And people will like [it], you know--because the majority of people don't smoke to begin with. (Male #4, smoker, pharmacy 3 focus group)
Others saw advertising the policy as an important means of stimulating change, or at least promoting conversations about smoking issues and the tobacco industry:
If you don't put the word out and educate people and advertise it, then it's not effective. People are in the dark. They can't change if they're in the dark, if they're ignorant. So I think information is major. (Female #7, former smoker, grocery 2 focus group)
A parent could say, "Look. They're not selling it. You know why?" It's kind of an instrument ... to say, "Hey, you know, this is why they're not doing it." (Female #3, nonsmoker, grocery 3 focus group)
It makes you have another voice saying no to the industry. But it's not individual anymore. It's a company who can make a profit, but they chose not to. So the voice is a little bit louder, in a sense. And if you have a sign, then it seems redundant, but then it also makes you question more: "Why smoking? Why they do this?" Right? So it creates more impact on people's choices. And then, "Is cigarettes really a good thing to do? ... Smoking, is it good or not?" It makes you question more, in a more subtle, but more subliminal way, too. (Female #8, former smoker, grocery 2 focus group 1)
This discussion highlights the potential value of retailers' decisions in denormalizing tobacco use--removing it from the "charmed circle of normal, desirable practice" [[34
], p. 225]--and separating the tobacco industry from the community of legitimate businesses.
Our study has several limitations. Given our sampling strategy, results are not statistically generalizable. Our study focused solely on California, a state with a strong tobacco control program that has facilitated changes in social norms around tobacco and tobacco use [35
] and led to the nation's second-lowest smoking prevalence [38
]; customers in other states might have more negative reactions to retailers ending tobacco sales. Our affiliation with a health sciences university may have resulted in a response bias among interviewees, leading them to over-emphasize the role of health in their decision to end tobacco sales. Our study offers limited insight into decision making by chain pharmacies; although our cases included a store belonging to a chain pharmacy, we were unable to interview a representative of its corporate owners. Finally, businesses in our study were not located in low income neighborhoods. Businesses with a less affluent customer base may face different economic pressures that will influence whether and how a decision to end tobacco sales is reached and how customers perceive it.