Cannabis shopping loses its buzz, starts looking like regular retail

For an industry that once treated every dispensary visit like a special occasion, cannabis retail is starting to look remarkably ordinary.

A new analysis of more than 61 million transactions from 1,700 dispensaries shows consumers treating cannabis shopping more like typical retail, complete with weekend rushes, brand loyalty and a preference for sticking to tried-and-true products.

“For over two-thirds of the American adult population, cannabis is legally available, at least medically,” according to the report from cannabis analytics firm New Frontier Data. “In states like Colorado and Washington, this has been the case for over a decade.”

The data tells a tale of two markets. In newer states – ones that have been active for less than five years – consumers spend more ($100+ per visit) but buy fewer items. Meanwhile, shoppers in mature markets, like Colorado, have settled into buying patterns that mirror traditional retail, stocking up during sales and returning to familiar brands.

The analysis, which included 23 adult-use markets and nine medical-only markets, also found that medical consumers spent less on average ($68 vs $76) and were slightly more likely to make purchases under $50.

In addition, demographics play a key role. While consumers aged 25-44 account for nearly 60% of transactions, older customers spend more per visit. Shoppers 55 and older average $89.15 per transaction versus $62.08 for the 18-24 age group.

“This could reflect a difference in shopping cadence,” the report noted. “Those 25-44 may be more likely to stop at a dispensary on their way home from work on a more regular basis. While those 55+, who may be retired, might shop on a more limited basis but stock up on products when they do visit a dispensary.”

Fridays and Saturdays account for 37% of all sales, suggesting a strong weekend shopping routine. Across all markets, consumers spent an average of $75.58 per visit, with most (64%) spending $20 to $99. Brand affinity is also becoming more evident, with certain brands regularly appearing together in shopping baskets. Top performers included STIIIZY for concentrates, WYLD for edibles, and RYTHM for flower products.

Still, access to specific products remains uneven across states, even in legal markets. And that’s not even accounting for the exploding hemp market. New Frontier’s survey found just over a third of consumers in adult-use states can buy cannabis beverages, while fewer than 30% have access to tinctures.

At the same time, companies like Planet 13 (CSE: PLTH) (OTCQX: PLNH), with its notorious superstore model, are doing what they can to build recognition and add a component of pizzazz to the equation, though its ambitious plans are relatively siloed to Vegas, especially with adult use in Florida off the table. How consumption lounge models pan out for some may be too early to tell, but those Nevada, California and even Massachusetts are trying to pave the way. Hemp consumption lounges are also popping up across the country.

For operators, the message seems clear: The cannabis industry is moving out of its novelty phase into one where retention and consistent experiences matter more than first-time excitement. That means shifting efforts toward the more mundane but crucial work of building customer loyalty. A trip to some of the country’s oldest markets, like Oregon, can show how after the shine eventually fades, the steady, everyday work remains.

“Whatever comes next,” the report concluded, “the industry needs to be ready for cannabis normalization to continue.”