Normalization of Cannabis Shows Shift in Holiday Sales Patterns

Normalization of Cannabis Shows Shift in Holiday Sales Patterns
High Times

New Frontier Data compared cannabis sales data for the month of November in 2021 and 2022, which shows a shift in sales patterns. While Green Wednesday was the third-highest grossing sales in 2021, sales collected in 2022 on Friday, Nov. 4; Friday, Nov. 11; and Sunday, Nov. 18 were nearly equivalent as Nov. 23 (this year’s Green Wednesday) and Nov. 25 (Black Friday). New Frontier Data consulted many of its leading experts to analyze the reasoning behind this change. According to New Frontier Data Senior Research Analyst Noah Tomares, the Michigan cannabis industry is evolving rapidly compared to mature markets such as California. “Perhaps the most notable difference in November was how Michigan’s product breakdown stayed similar throughout the month, where in 2021 they favored more edibles and cartridges right before the holiday,” said Tomares. “It’s striking how much more stable Michigan is in 2022 versus what it was ’21, and how much more it looks like California.” Tomares also added that we’re beginning to see a shift in purchasing behavior as well. “In California, a relatively mature market, purchases remained largely consistent in terms of product breakdowns year-over-year. Michigan consumers last year gravitated towards more subtle or ‘family-friendly’ products such as cartridges and edibles: In 2021, those products spiked from 37% of transactions during the first week of November to 43% for the week of Thanksgiving. This year, the month looked much more normalized, with cartridges and edibles accounting for approximately 40%+ of sales during each week in November.” New Frontier Data’s Chief Knowledge Officer, Dr. Amanda Reiman, suggests that cannabis normalization is likely the reason that sales aren’t highest on previously predictable days. “I think it’s normalization and increased access nationwide that is driving the change in holiday purchasing,” said Reiman. “Not only are people just more comfortable using…

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