A heating coil assembly for use in an air blower device has an annular support element, a first end cap, a core having a heating coil spirally wound thereon, a sleeve surrounding the coil and core, and a second end cap. All components have a centrally disposed non-circular bore therein for receiving a heavy gauge non-circular wire retainer, swaged at one end, which extends through the entire assembly and is retained by a press washer at an opposite end. The interior of the sleeve is spaced from the coil forming an axial channel for air flow over the coil. Axial openings in the end caps form air inlets and outlets for the channel. The coil has several leads, at least one of which extends through an axial opening in one of the end caps. The heating coil assembly has a small number of components, which are easily assembled and simultaneously axially and radially positioned and retained relative to each other by the wire retainer.