Consumers entered 2025 with more choice, sharper price sensitivity, and clearer category preferences. In several newer adult-use states, falling prices have compressed average basket values even as item counts per basket hold steady—evidence that shoppers are stretching dollars rather than buying less. Headset’s 2025 look at New Jersey illustrates the pattern: discounts are deeper in a more buyer-driven market, with basket sizes pressured primarily by price rather than unit volume.

Category shifts: pre-rolls keep climbing, but with a twist

Pre-rolls remain the fastest-rising format, benefiting from convenience and a wave of infused SKUs. Across North America, infused joints commanded roughly 44% of the pre-roll segment through mid-2024 and have maintained momentum into 2025 as brands refine quality and automation, while total pre-roll share in the U.S. sits in the mid-teens. For consumers, that translates to broader price tiers (budget to connoisseur) and more multi-pack options on menus.

Beverages: small base, outsized buzz

THC beverages are still a low-single-digit share of legal sales, but 2025 has been a breakout year in several states. BDSA reports Q1 2025 beverage dollar growth of +112% in Michigan, +79% in Ohio and double-digit gains in Illinois and Maryland, while mature markets such as Arizona and Colorado declined. The category’s small base means growth rates look dramatic, but the directional signal is clear: more shoppers—especially those seeking alcohol substitutes—are experimenting with low-dose, sessionable drinks.

Event spikes meet value hunting

The “holiday effect” is alive and well. Headset tracked more than $50 million in receipts across the U.S. and Canada on 4/20/2025 alone, underscoring how promotional tentpoles still mobilize buyers. But compared with earlier cycles, 2025 shoppers are arriving with a research mindset and a deal threshold; many browse menus ahead of time, leverage loyalty points, and time purchases to stack discounts during retail holidays.

Researching before checkout (and expecting a deal)

Pre-shop behavior continues to shift online. Recent BDSA insights show frequent shoppers are more likely to research digitally before visiting a store or placing an order. That supports what retailers are seeing: shoppers compare lab data, read reviews, and filter by terpenes or reported effects before they ever add to cart—then expect a promotion at checkout.

Demographics: Gen Z’s share grows; female participation widens

Millennials remain the single largest purchasing cohort, but Gen Z’s share is rising as more consumers age into legal access and seek formats aligned with discretion (vapes, pre-rolls, edibles, and beverages). Separate analyses track Millennials driving nearly half of pre-roll purchases in recent periods, while consumer surveys show a continued broadening of female participation—especially in edibles and wellness-oriented products. For shoppers, this has meant more micro-dose SKUs, cleaner labels, and flavor-forward innovation.

Hemp-derived THC blurs the aisle

Outside the licensed dispensary channel, hemp-derived THC (HHC/D8/D9 beverages and edibles compliant with the 2018 Farm Bill) is shaping expectations on price, access, and dosage. Brightfield Group’s 2025 publications highlight the rapid growth of hemp-THC drinks and a consumer base that often overlaps with legal cannabis shoppers. Even when purchased elsewhere, this experimentation influences what consumers look for in dispensaries—especially approachable strengths, familiar flavors, and “buzz-without-booze” occasions.

Macro pressure and the discount era

On the macro side, 2025 began with recalibration. Whitney Economics reduced its U.S. retail forecast versus prior years and has flagged ongoing pricing and tax headwinds that keep shoppers promotion-driven. For consumers, the practical effect is a sea of deals—and a need to distinguish true value from simply lower sticker prices. Multi-packs, tiered pricing, and house brands proliferated in 2025, helping bargains coexist with premiumization around solventless, live rosin vapes, and curated pre-rolls.

Regional reality check: more stores, lower prices

Local supply dynamics still matter most. New York exemplifies 2025’s tug-of-war: as licensed storefronts rapidly expanded, average retail prices fell across flower, vapes, concentrates, and edibles. Consumers benefited at the register, but per-store sales moderated as competition increased—pushing retailers to polish loyalty, delivery/pickup workflows, and differentiated assortments.

Motivation blends medical and recreational use

Use cases remain fluid in 2025: the majority of consumers identify both wellness and recreational motivations. That duality shows up in baskets—a mix of “functional” products (sleep, stress, pain) alongside social or creativity-oriented picks. Understanding this blend helps shoppers dial in product portfolios that fit multiple occasions without overspending.

What this means for consumers in 2025

• Expect deeper promotions—but check net value (potency, inputs, and brand reliability) rather than chasing the lowest shelf price.
• Pre-rolls and beverages are choice-rich; sample across potencies and infusion types to find a consistent fit.
• Use menu filters and lab data to compare terpene profiles when switching products; many retailers now merchandise by effect, not just strain name.
• Leverage loyalty and plan around retail holidays (4/20, 7/10, local “Green Wednesday”) to stack savings without sacrificing quality.
• Watch local tax changes (e.g., excise adjustments) that can nudge effective out-the-door pricing.

Taken together, 2025 cannabis buying habits reflect a more informed, promotion-savvy shopper who still invests in premium experiences when the value proposition is clear. Categories with clear use cases and convenience—pre-rolls, beverages, micro-dose edibles—are gaining share, while persistent price competition keeps retailers focused on loyalty, assortment curation, and transparent product information.