E-cigarette Stores: Balancing Risk and Opportunity in Long Island’s Vape Shop Market

In the past two years, Long Island has witnessed the emergence of six electronic cigarette stores, bringing the total number of these unique and controversial shops to eight. Known as “vape shops,” these establishments offer devices that vaporize flavored liquids, often containing nicotine, as an alternative to traditional tobacco products. The majority of their customers are former tobacco smokers who have embraced the trend of “vaping.” In this article, we will explore the opportunities and risks faced by e-cigarette stores, their impact on the local economy, the regulatory challenges they encounter, and the potential for growth in this rapidly evolving industry.

The Growth of Vape Shops

Long Island, with its predominantly small-business economy, has seen a rise in the number of vape shops over the past few years. These storefront operations, such as Xhale Custom Vapors in Ronkonkoma and Square Vape Factory and Lounge in Franklin Square, cater to a growing customer base seeking an alternative to traditional tobacco products. Store owners have reported rapid sales growth, unlike the declining sales of tobacco products. Jeff Hirsch, a long-time distributor of cigarettes to convenience stores, witnessed a significant drop in cigarette sales, prompting him to enter the e-cigarette market in 2006. Hirsch’s experience is reflective of the changing preferences of consumers, as his e-cigarette distribution sales to convenience stores doubled in the last year, while sales in his vape shop continue to increase weekly.

Balancing Risk and Opportunity

Vape shops represent a unique example of retail businesses facing both opportunities and risks in the marketplace. Erica Chase-Gregory, the acting director of the Small Business Development Center at Farmingdale State College, acknowledges the challenging nature of this industry. Vape shop owners must navigate the public health debate surrounding their products, which poses a significant regulatory risk. The uncertain regulatory landscape makes it difficult for these small businesses to plan for the future, as severe regulations could potentially restrict or even force the closure of their operations. Unlike cupcakes, whose ingredients and production process are well-known and regulated, e-cigarettes face a significant degree of uncertainty due to ongoing discussions about their health implications.

The Regulatory Landscape

The U.S. Food and Drug Administration (FDA) recently proposed its first-ever national regulations for e-cigarettes and their liquids. These regulations include mandatory warning labels about nicotine addiction, a ban on sales to minors, and a requirement for all products to go through an agency approval process. While the FDA acknowledges the potential for e-cigarettes to reduce tobacco-related deaths and diseases, it highlights the mixed conclusions from studies regarding their health impact. Some studies indicate the presence of toxic substances in e-cigarette vapor, while others suggest significantly lower levels compared to traditional tobacco smoke. The FDA continues to conduct large-scale studies to better understand the long-term effects of e-cigarettes.

Concerns About Addiction

One of the primary concerns surrounding e-cigarettes is the potential addiction they may cause, particularly among young people. Research from the Centers for Disease Control and Prevention (CDC) has suggested that e-cigarettes may be attracting more young individuals to nicotine use. In response, New York State banned the sales of e-cigarettes to minors in 2013. State Senator Kemp Hannon sponsored a bill to ban the sale of bottled nicotine liquid used in vape shops’ e-cigarettes. Although the bill passed in the Senate, it did not progress in the Assembly. Hannon emphasizes that the rise of vaping is a recent phenomenon and asserts that banning a product that did not exist just a short time ago may not be the solution.

The Growth Potential of E-cigarettes

Despite the risks and uncertainties, e-cigarettes offer significant growth potential. Many smokers view vaping as a potentially healthier alternative to tobacco consumption. Bonnie Herzog, a senior beverage and tobacco analyst at Wells Fargo Securities, estimates the total e-cigarette market in the United States at $2.5 billion in sales. She predicts that e-cigarette sales will surpass conventional cigarette sales within the next decade. Tank-style vaporizers and e-liquids currently constitute a $1.1 billion market, with more than 5,000 vape shops contributing $800 million to this figure. Furthermore, this market is growing at twice the rate of the overall industry.

Competition and Pricing

The rapid growth of the e-cigarette market has attracted powerful competitors. Initially, big tobacco companies focused on selling disposable e-cigarettes through convenience stores. However, as customers expressed dissatisfaction with disposable products, these companies began venturing into devices similar to those sold at vape shops. Unlike tobacco products, e-cigarettes do not face the same marketing restrictions or taxes, and they are not subject to an approval process. Consequently, e-cigarettes are generally more affordable than traditional cigarettes, with vape shop products being the most cost-effective option. For example, a pack-a-day smoker spending $60 per week on traditional cigarettes can switch to a personal vaporizer sold at a vape shop for $80, with subsequent weekly liquid costs of only $10.

The Vape Shop Experience

Vape shops provide more than just a retail experience; they offer customers a unique subculture and a sense of community. These establishments often feature lounge areas with comfortable seating and entertainment options, allowing customers to socialize and exchange tips on vaping. Long Island Vaporium in Lake Ronkonkoma even offers vaping classes and hosts live performances to create an engaging and supportive atmosphere for customers. The vape shop environment appeals to individuals who disapprove of tobacco usage but still seek a place to unwind and enjoy their vaping experience.

The Quality and Regulation of E-liquids

Vape shops vary in their approach to providing e-liquids to customers. While some shops custom-mix their liquids on-site, others collaborate with labs registered as food manufacturers under the U.S. Food and Drug Administration. Additionally, some establishments exclusively sell name brand e-juices ordered wholesale. Store owners strive to uphold high standards and ensure quality control in the liquids they offer. Long Island Vaporium, for instance, conducted extensive testing and sampling before selecting their preferred brands. Adhering to proposed regulations is already a priority for many vape shop owners, with child safety caps, warnings, and FDA-approved lab registrations already implemented.

The Future of Vape Shops

Store owners are concerned about potential bans on vaping in public places and the imposition of additional taxes. Many vape shop owners are former smokers themselves, who switched to vaping as a means to quit tobacco and promote a healthier lifestyle. They argue that such regulations would deprive individuals of a valuable opportunity to break free from tobacco addiction. Wells Fargo’s Herzog predicts that the three largest tobacco companies will dominate 80 percent of the e-cigarette market within the next decade. However, she acknowledges that the vaping culture often harbors a disdain for Big Tobacco, suggesting that other companies may capture a significant share of the profits due to this sentiment.


The rise of e-cigarette stores, commonly known as vape shops, presents a unique landscape of opportunities and risks. These small businesses cater to former tobacco smokers seeking an alternative in the form of flavored liquid vaporizers. However, the regulatory uncertainty surrounding e-cigarettes poses a significant challenge for vape shop owners. The potential for severe regulations from entities like the FDA, concerns about addiction among young people, and the emergence of powerful competition from big tobacco companies all contribute to an uncertain future. Despite these challenges, the e-cigarette market shows enormous growth potential, with the industry projected to surpass traditional cigarette sales in the next decade. Vape shops provide a distinct community-oriented experience for customers, fostering an environment where individuals can socialize and support one another in their journey to quit smoking. While the future of vape shops remains uncertain, their impact on the retail landscape is undeniable.


  1. Are e-cigarettes safer than traditional tobacco products?
    • While studies on the health impact of e-cigarettes have produced mixed results, they are generally considered to be a potentially less harmful alternative to traditional tobacco products. The long-term effects are still being studied.
  2. How much does it cost to switch to vaping?
    • The initial cost of a personal vaporizer may vary, but it is generally more affordable in the long run compared to traditional cigarettes. The cost of e-liquids is significantly lower, making it a cost-effective option for individuals looking to quit smoking.
  3. What regulations are currently in place for vape shops?
    • Regulations vary by region, but many vape shops already adhere to child safety measures, warning labels, and FDA-approved lab registrations for their e-liquids. Some areas have also implemented restrictions on sales to minors.
  4. Do vape shops support bans on vaping in public places?
    • Many vape shop owners oppose bans on vaping in public places, arguing that it deprives individuals of the chance to transition away from tobacco. They emphasize the importance of responsible vaping and maintaining a supportive environment.
  5. Will big tobacco companies dominate the e-cigarette market?
    • While big tobacco companies have entered the e-cigarette market and are expected to capture a significant portion of it, the vaping culture often rejects associations with Big Tobacco. As a result, other companies may have the opportunity to secure a substantial share of the market.