Retailers must stock at least four e-cigarette brands to maximise their sales, new data has revealed.

A store with two brands has average weekly sales of £21.11, according to research by convenience data expert EDFM.

However, sales more than double to £44.46 for those stocking four brands, and quadruples to £80.08 for stores with six or more brands.

However, thousands of stores are missing out on sales with almost 50% only stocking one brand, just 4.5% stocking four brands and less than 1% stocking six or more brands.

“The annual value of the e-cigarettes market through independent shops is now £28.1m. The percentage of shops stocking e-cigarettes is still only 64%,” said EDFM analyst John Eastwood, who compiled the data from EPoS sales from more than 3,000 c-stores across the country.

RN has calculated this is worth an average of £21.10 per week to the 26,000 stockists.

“Those stocking a second brand sell more than double those selling one and sales rise with a greater choice of brands. In addition, two thirds of e-cigarette transactions were accompanied with buying other items,” added Mr Eastwood.

Jacky Sales, sales assistant at Bargain Booze in Dunstable, said her shop stocks five brands and sells hundreds of pounds worth every week.

She added: “It’s officially Stoptober, so we’ve got a de-    monstration stand in-store to help people considering switching to e-cigarettes and two boards near the till explaining about them. If we see people taking an interest in the stand, we’re able to talk to them more about the products.”

Kamal Sisodia, of Belvoir News Loco in Coalville, Leicestershire, said he stocks four brands – Diamond Mist, Blu, E-Lites, and Logic – and makes “a couple of hundred pounds a week”.

“We’re definitely planning to grow this in the future,” he said. “Once the new EU regulations come in, we’ll have a lot more gantry space available as a lot of traditional tobacco lines will be going.”