Northeast Wisconsin smoke shops are struggling 1 month into new vape regulations

Vaping products. PC: Fox 11 Online

APPLETON, WI (WTAQ-WLUK) — Northeast Wisconsin smoke shops are experiencing a significant impact just one month after Wisconsin’s new vape regulations took effect.

“We are starting to look at an exit plan and close down shop,” said Tyler Hall, president of WiscoFAST (Wisconsinites for Alternatives to Smoking and Tobacco) and owner of seven Northeast Wisconsin smoke shops.

The WiscoFAST group has unsuccessfully advocated for fewer vape regulations. Wisconsin is now enforcing a ban on all e-cigarettes not authorized by the FDA and part of the Department of Revenue’s approved list. That ban took effect Sept. 1.

“Since the vape regulations went into effect, it’s been devastating on our business,” said Hall. “We’ve seen an 81% decrease in sales.”

The 39 FDA-authorized e-cigarettes are owned by just four companies. The U.S. Department of Health and Services calls unauthorized flavored vapes, often marketed to youth, as a serious public health risk. 1.6 million American youth vaped in 2024, though the legal age is 21.

Regulations for vapes to be sold in Wisconsin, according to Act 73:

• The manufacturer has received marketing authorization or similar order from the U.S. FDA pursuant to federal law. The manufacturer must also include a copy of the marketing authorization or similar order issued by the U.S. FDA for the electronic vaping device, or evidence that the pre-market tobacco product application for the electronic vaping device was submitted to the U.S. FDA and a final decision on the application has not otherwise taken effect.
• The electronic vaping device was marketed in the United States on or before August 8, 2016, the manufacturer submitted a pre-market tobacco product application for the electronic vaping device to the U.S. FDA pursuant to federal law on or before September 9, 2020, and the application either remains under review by the U.S. FDA or a final decision on the application has not otherwise taken effect.

It’s a lesson in small business survival, according to Hall.

“This is more than just… whether you think vaping is good or bad,” said Hall. “This is about consumers having choice.”

Smokey’s in Grand Chute cut back its hours to compensate for their drop in sales.

“Especially once the effect hit, we saw a drastic decrease in customers,” said employee Brandon Liedtke. “Even just foot traffic.”

A few shops have closed — at least temporarily. But the ones still open do still have products. However, they’re having a challenging time selling them.

“A lot of customers have been coming in and trying to refill the devices, and picking from the limited stock of juice that we do have,” said Miedtke. “There are still some brands that we are still allowed to sell. It’s just very, very limited.”