It's like any other industry specific tradeshow. Retailers are able to attend seminars, speak with reps, pick up a bunch of bling and samples, take pictures with celebs and models, place orders. Good excuse for the retailer to write off a vacation. Normally a lot of new products are introduced.
There seems to be trouble in the family with 4 of the largest manufacturers not having a presence this year citing attendance and costs as major issues.
This show is limited to retailers, There where plans for a consumer friendly show CigarCon but it's been delayed to no earlier the 2021.