The cannabis industry has seen a massive growth over the recent years, and 2025 is no different. Recent statistics indicate that total revenue for this year is projected to reach $45.3 billion, and a whopping $91.10 billion by 2033.
As the holiday season approaches, purchases are expected to surge, potentially impacting the prices of certain products. And whether you’re a retailer, a brand, or a shopper, it pays to be, at the very least, familiar with buying habits and how they affect the market around this time of the year.
If you’re in the dark with all of this information, don’t fret. This article provides a comprehensive breakdown of the top products, categories, and trends in the current cannabis market, so be sure to read it through to the end.
Top-Selling Cannabis Products This Holiday Season
First, let’s take a look at the specific products that are in high demand among consumers. Here, you have the go-to products that transcend cannabis users of different generations, as well as the new-school variants that have grown in popularity in recent years.
Edibles & Beverages
Edibles have been a go-to consumption method for years. Space cakes and brownies were already a hit among many consumers during pre-legalization. The market’s diversification and the development of various other ingestible forms, such as Delta 9 gummies, helped boost its value, resulting in a global market value of $14.8 billion by 2024.
Today, shoppers have many options to choose from, from infused chocolates to baked goods. As a brand or seller, you can be creative with your marketing with festive-themed edibles.
THC-infused beverages have also gained popularity recently, resulting in $141 million in dispensary sales from March 2024 to March 2025. They can easily be the stars of the show at many parties, which marketers and retailers can also capitalize on.
Premium Flower & Pre-Rolls
Smoking buds is still one of the go-to methods of consumption for many cannabis lovers. The boom became more evident with the popularity of pre-rolls, which saw mainstream attention when the first recreational markets opened in Colorado and Washington in 2012.
Recent reports also revealed that pre-rolls are the fastest-growing products in cannabis retail, amounting to $4.1 billion in sales in 2024.
Holiday-exclusive strains have become a trend in recent years, and it’s an idea that marketers can experiment with. And since people enjoy pre-rolls for their convenience, they can be a nifty gift item for your herb-loving buddies.
Vapes & Cartridges
Since we’re on the topic of convenience, we can’t not include vapes & cartridges in the conversation. These devices are not only discreet, but they also eliminate the need to step outside for a few puffs and get that pleasant buzz.
The popularity of vapes led to an estimated $6.3 billion in sales in 2024 and a projected $47.8 billion by 2035. Many of them also come in sleeker forms, making them more appealing to younger consumers.
If you’re a brand or retailer, you can take advantage of limited-edition holiday flavors and release them through special promos.
Wellness-Oriented Products
Apart from simply getting high, a large chunk of cannabis consumers are also in it for the therapeutic potential. It’s why you’ve likely seen the trend of CBD tinctures, CBD topical products, and sleep aids as “self-care gifts.
Reports indicate that the CBD market generated approximately $2.58 billion in sales in the United States in 2024, as usage continues to grow. Likewise, topical products have reportedly reached $2.9 billion in 2024.
As someone in the cannabis business, it’s always a wise idea to integrate wellness into your sales plan, along with the typical recreational products. As the holiday season approaches, it would be the perfect time to tap into a broader market of buyers.
Key 2025 Cannabis Consumer Trends
Shift Toward Premiumization
With legalization and regulation comes the premiumization of products. Gone are the days when people are stuck with low-quality black market cannabis that may or may not be contaminated with potentially harmful substances.
Shoppers are now more than willing to spend on top-tier, craft products. Therefore, it wouldn’t be too much of a stretch to market your merchandise as “top-shelf” at a slightly higher price point.
Seasonal & Limited Editions
Scarcity marketing drives urgency. It typically triggers the Fear of Missing Out (FOMO) and compels them to act quicker.
By offering limited-edition strains with holiday-exclusive flavors and packaging, along with a limited-time offer, you can expect a considerable boost in your sales this season.
Sustainable & Ethical Choices
Research has revealed that Gen Z is the fastest-growing demographic of young cannabis users, comprising 11.5% of total sales in 2025. They are also recognized for their commitment to sustainability and eco-friendliness.
It’s why many brands have shifted their marketing strategies to incorporate descriptors such as “eco-friendly” and even “gluten-free.” An August 2025 study found that words like “handcrafted” were present on 28% of cannabis edible packages, and the words “vegan” and “natural” were in 31% of packages.
This marketing trend appears to be continuing, and it would be a wise business decision to capitalize on it.
Cross-Category Bundles
Who doesn’t love a great bundle deal? A pre-roll with a complimentary accessory, such as a grinder, rolling tray, or a higher-end lighter, can create a unique and laudable consumer experience.
Retailers can be creative with their holiday bundles, whether it’s to accommodate affordability or, at the opposite end of the spectrum, special promos that come with a small price bump. The marketing possibilities here are endless.
Who’s Buying? Demographic Insights
Smoke shops and dispensaries are now in abundance, making products more accessible than ever. That begs one key question: who are the biggest consumers among younger generations today?
Millennials vs. Gen Z
Recent data from Flowhub and Headset have revealed that Millennials and Gen Z make up the largest share of buyers, accounting for 63% of sales in the United States. However, millennials still outnumber their younger herb-loving peers.
One explanation, according to cannabis marketing agency Hybrid Marketing Co., is that they are in their peak earning years and have more purchasing power. Another possible reason is that millennials are known to be loyal to brands that cater to their needs.
Meanwhile, Gen Z’s love for cannabis likely stems from their avoidance of alcohol, with recent reports revealing that the drinking rate has declined by ten percentage points among adults aged 18 to 34.
As for their buying habits, Gen Z appears to prefer convenience. The same data from Headset revealed that these younger consumers made up nearly 30% of vape pen sales. However, many of them admitted to not being picky with their cannabis products.
The Rise of Female Cannabis Lovers
Cannabis is typically associated with “bro culture.” But with the changing of times also comes a massive shift in trends. A 2023 report revealed a higher prevalence of weed use among women aged between 19 and 33.
These numbers likewise point out that women are consuming more cannabis than men for the first time since the mid-70s. This trend has led many brands to tailor their marketing strategies to be more female-centric.
Holiday Shopping and Self-Gifting
We are entering the latter months of the year, which means the season of giving is upon us. It’s that time of the year when everyone buys gifts for friends and loved ones, and cannabis products are no exception.
However, a new trend of self-care has emerged, and it comes in the form of self-gifting. The concept is straightforward: you buy a gift for yourself, but the motivations can be goal-oriented (to reward yourself after a major accomplishment), self-expression, or emotional regulation (a.k.a. retail therapy).
Retailers and brands can effectively shift their marketing focus to self-gifters by offering special packages and bundles. A pre-roll, for example, can come with a grinder, or beverages can have a freebie edible to sample.
Looking Ahead: Cannabis Shopping Trends Beyond the Holidays
Brands can definitely capitalize on the holiday season through effective marketing and special packages. And if you do it right, your momentum can roll into early 2026 for a strong start to the new year.
But as a cannabis business owner, you can definitely make it a fruitful season outside the holidays through promos and discounts that focus on gift-giving. End-of-month price slashes or even month-long sales can entice consumers to make purchases, effectively strengthening your brand as a whole.
