As legal cannabis becomes a mainstream market in many states, businesses are constantly working to understand what drives repeat purchases. Are shoppers loyal to specific brands? Do they keep coming back to their favorite dispensaries? Or are deals the main factor influencing where and what they buy? The reality is a bit of all three—but the balance depends on the consumer and the market.
Brand Loyalty: Still in Its Early Stages
In most industries, brand loyalty is built through consistency, quality, and emotional connection. In cannabis, this is still a work in progress. Many consumers are still exploring, trying different products and formats, and learning what they like. That makes deep brand loyalty harder to achieve—though not impossible.
Some companies have successfully built recognizable names that attract repeat buyers. Brands like Cookies, Wyld, and Select have invested in strong visual identity, consistent product quality, and creative marketing. This has helped them carve out loyal followings, especially among younger shoppers who value branding and lifestyle alignment. Still, for the average cannabis buyer, loyalty to a specific brand often takes a back seat to price, availability, or convenience.
Store Loyalty: Driven by Experience and Service
For many consumers, the store they shop at matters more than the brand on the label. Dispensaries that offer friendly, knowledgeable staff, clean environments, and reliable stock tend to build loyal customers. Budtender recommendations can have a big impact, especially for newer consumers or those seeking guidance on product selection.
Loyalty programs also play a critical role. Stores that reward frequent visits with discounts, points, or personalized deals often see better retention. In areas with fewer dispensaries, store loyalty may come down to proximity—but in competitive markets, service and experience can make the difference.
Deals: The Undeniable Draw
It’s no secret that cannabis shoppers love a deal. Whether it’s a daily special, a first-time buyer discount, or a BOGO offer, price-sensitive consumers are quick to follow the best value. This is especially true in states where cannabis taxes significantly raise the cost of legal cannabis.
For many shoppers, loyalty to brands or stores may be secondary to scoring the best deal on products they’re interested in. Some consumers even follow dispensary text alerts or email blasts specifically to jump on flash sales or limited-time promotions.
A Blended Picture of Loyalty
In truth, cannabis shopper loyalty is rarely all-or-nothing. A consumer might have a preferred store because of the service, consistently buy a certain edible brand they trust, and still jump at discounts when they see them. As the market matures and consumers become more experienced, we may see brand and store loyalty deepen. But deals will likely always play a part in buying behavior.
For cannabis businesses, the takeaway is clear: success means offering a combination of value pricing, standout service, and reliable products. Winning over today’s shopper means delivering on all fronts—not just one.