Retail giant The Warehouse will stop the sale of fireworks from this year onwards.
The company says it's undertaken internal research showing customers prefer to attend public fireworks displays rather than use them at home.
Chief product officer Tania Benyon says the research shows Guy Fawkes has become less of an occasion.
"There are clear concerns about people letting off fireworks at home," she said in a statement.
For several years, there have been calls for a total ban on fireworks - particularly from animal rights campaigners. Benyon said The Warehouse wanted to listen to the community.
"We no longer feel fireworks have a place on our shelves."
Ahead of Guy Fawkes last year, Wellington Zoo chief executive Karen Fifield said the occasion caused a huge amount of stress to animals.
"Last year we had a male nyala die as a result of the stress-induced from fireworks. One of our keepers found him the next morning.
"It could have been totally preventable, that is really quite distressing."
The SPCA has also backed calls for a ban, previously saying it's "disheartening" fireworks can still be sold despite the harm it does to animals.
Debra Ashton, of animal rights group SAFE, is applauding The Warehouse's move.
"There is strong evidence that fireworks can cause both psychological and physical harm to animals, so reducing the public sale of fireworks should help to minimise that," said Ashton, SAFE's chief executive.
