Very good of electronic cigarettes has steered the growth associated with vape shops, but small is known concerning the retailers who else may perform an important part in the intro and diffusion of vape products. Within this paper all of us examine exactly how retailers user profile their customers and the perceptions regarding vaping, and also the services their own shops offer. Forty-five % of tobacco or vape shop sold e-cigs and vaping supplies in order to researchers posturing as underage shoppers, the actual analysis additionally found. Product sales violations had been more common along with vaping items than with conventional cigarettes. 3 themes surfaced from the content material analysis: who also vapes, the reason why people vape, and the vape shop atmosphere. Retailers profiled customers because friendly, health-conscious, and thinking about tobacco loi or escale maintenance. Merchants believed electronic cigarettes were utilized recreationally or even as goods that assist curb some other addictive actions. While most merchants reported good experiences together with vaping, a few reported possibly negative encounters including unsuccessful cessation efforts. Retailers documented that they frequently answer questions regarding vaping as well as believe their particular shops be social lounges that are linked with other recreational use. Retailers connect certain features to their customers, perceive specific health benefits related to vaping, and also seek to set up their shops as locations that provide advice on vape merchandise as well as shops with a leisure aesthetic.