SANTA FE, N.M. – Thousands of retailers from across the country put their creative skills to the test on behalf of Santa Fe Natural Tobacco’s (SFNTC) Natural American Spirit brand this year.  And now, 156 inventive and creative retailers are taking home some extra cash this holiday season.

     “We received 2,364 qualified entries for our annual ‘Retailer of the Year’ contest this year,” says SFNTC’s assistant manager retail marketing Caitlin Grow.  “That’s more than three times as many entries as any previous year.”

      Using free point-of-sale materials provided by the company, entrants were asked to create a Natural American Spirit display or promotion.  The displays increase sales and foot traffic in stores during the course of the promotion.  

      Participating retailers also rave about the fun and creativity of designing their own displays.  “Our retailers put their heart and soul into this contest,” says SFNTC’s Las Vegas, Nev. account representative Dena Smith.  “The manager of First Place winner Smoke & Décor of Las Vegas worked on his display for over a month after work, sometimes falling asleep at the table.”  The First Place winner won $5,000.  

    Fourth place winner Smoker Friendly #137 in Thornton, Colo., took home $2,000 in contest winnings.  “We sold 13% more cigarettes during the contest. The best part about our sales…we had a 27% total product increase!”  
    
    “Sales increased, as did our consumers’ awareness of the product and brand,” said Honorable Mention winner Jones General Store and Camera of Boulder, Colo.  “This promotion allowed for countless benefits; increased profits, brand attraction and awareness – it showed a true appreciation for our customer loyalty.”

     Honorable Mention winner Tilly’s Smoke Shop, Ft. Mojave, Ariz., shared this about their customers: “With increasing curiosity about the display, we have almost doubled our American Spirit sales. Some come in for a different smoke, and we tell them about the no additives and they want to try American Spirit instead.”

     “Our American Spirit sales have doubled between 2007 and 2008, and they are continuing to go up every month,” said Honorable Mention winner Expressions of Wilmington, N.C.  “We are already planning for next year.”

    And the Grand Prize Natural American Spirit “Retailer of the Year”?  

     The Junkman’s Daughter of Atlanta created an elaborate display, which won $10,000 of the more than $75,000 in cash and prizes awarded.  

     “It’s been a great contest and a great way to involve retailers and help them to increase their sales,” says SFNTC’s Grow.  “Every year it gets bigger and better—and we are looking forward to next year’s contest being the largest we have ever seen.”

    Santa Fe Natural Tobacco Company, based in Santa Fe, N.M., makes Natural American Spirit, 100 percent additive-free natural tobacco products.  

    The list of prize winners:

•    Grand Prize $10,000 – The Junkman’s Daughter – Atlanta
•    1st Place $5,000 – Smoke & Décor – Las Vegas
•    2nd Place $4,000 – The Smoke Shack, LLC – Portland, Or.
•    3rd Place $3,000 – Low Bob’s Discount Tobacco #107 – Ft. Wayne, Ind.
•    4th Place $2,000 – Smoker Friendly #137 – Thornton, Colo.
•    5th Place $1,000 – Twin Peaks Liquors – Alpine, Texas
•    150 Honorable Mentions (list available upon request)