From Price Shoppers to Brand Loyalists: Understanding the 2025 Cannabis Consumer
The Cannabis Consumer is Growing Up.
If you've been in cannabis retail since the early days, you know the drill: daily deal boards, price-matching wars, and a customer base that chased the cheapest eighth in town. In those early years, success often hinged on who could offer the steepest discount.
But the game is changing.
As we head deeper into 2025, cannabis consumers are maturing. They’re not just looking for the best price, they’re seeking brands they trust, products that align with their values, and shopping experiences that educate and connect.
Retailers who adapt to this evolution by investing in loyalty, education, and digital engagement won't just survive, they'll dominate.
The Evolution: 3 Phases of the Cannabis Shopper
Understanding today’s cannabis consumer starts by looking at where they've been. Over the past several years, we’ve seen three distinct phases:
2018–2020: Price-Driven Pragmatists
Prioritized affordability and availability
Bought in bulk when possible
Had little awareness or concern for brand names
In this era, the cannabis market was new, and consumer knowledge was limited. Most buyers just wanted legal access to products at the lowest price.
2021–2023: Value Seekers & Explorers
Began experimenting with formats like vapes, edibles, and topicals
Started noticing packaging, potency, and brand narratives
Cared about THC percentage but were open to trying new things
This shopper was curious and more informed, but still price-conscious.
2024–2025: Brand-Conscious Buyers
Loyal to brands with consistent quality
Influenced by social proof, reviews, and budtender recommendations
Interested in terpene profiles, growing methods, and sustainability
According to a 2024 Brightfield Group report, 66% of Canadian consumers now say product consistency matters more than price — a major shift that tells us loyalty is on the rise.
Why This Shift Matters for Retailers
Catering to price-only shoppers limits your growth. Brand-loyal customers, on the other hand, offer major business benefits:
Higher Customer Lifetime Value (CLTV): Loyal customers return more often and spend more over time.
Lower Acquisition Costs: Retaining customers is 5–7x cheaper than acquiring new ones.
Better Sales Forecasting: Loyal behavior patterns make inventory planning easier.
Stronger Margins: Premium products with strong branding can command better pricing and reduce markdown reliance.
This evolution isn’t just about changing consumer habits — it’s your chance to build a more profitable, resilient business.
How to Serve the 2025 Consumer: Strategies for Retailers
Ready to transition your store from deal-driven to brand-loyal? Here’s how:
1. Build Loyalty Beyond Points
Today’s shoppers want more than punch cards. Level up your loyalty strategy:
Create tiered programs (e.g., Bronze, Silver, VIP) with escalating perks
Offer exclusive experiences like early product drops or private events
Personalize offers based on purchase history and behavior
Think of loyalty as a lifestyle — not a coupon.
2. Educate and Empower with Digital Signage & Tablets
Your digital screens aren’t just for promos — they’re a powerful tool to shape buyer decisions:
Highlight terpene profiles and categorize products by effect (Relax, Focus, Social)
Showcase brand stories and sustainable sourcing info
Use tablets to let customers explore product origins and compare strains
Informed shoppers are more confident — and more likely to come back.
3. Curate Brand-Driven Experiences
Make your store a stage for brands to shine:
Feature a Brand of the Week or curated mood-based bundles
Host brand pop-ups, demos, or staff training days
Use your online menu to share brand values, cultivation practices, and reviews
This deepens trust and creates emotional connections between shoppers and products.
4. Invest in Budtender Training
Your staff are your frontline marketers. Help them sell stories, not just specs:
Train them on brand backgrounds and values, not just THC %
Incentivize team members who build customer relationships
Teach story-based selling: “This flower’s grown organically in the Kootenays...”
An educated budtender makes all the difference in turning browsers into brand believers.
Regional Spotlights
The shift toward brand loyalty isn’t uniform, here’s how it’s showing up across North America:
Canada
Ontario and Alberta are ahead in brand education, using digital displays and loyalty apps to drive engagement.
Licensed Producer (LP) partnerships are enabling immersive in-store storytelling, from sustainability to terpene education
United States
California retailers are syncing loyalty platforms with e-commerce for seamless experiences
Illinois is seeing a rise in women-led cannabis brands, building niche but passionate fanbases — especially among millennial and Gen Z consumers
Regional success stories show what’s possible when retailers lean into personalization and education.
Questions
1. How do I know if my store attracts loyal customers or price shoppers?
Look at repeat purchase behavior, basket size trends, and coupon usage. Loyal customers return without incentives and often buy premium SKUs.
2. What if my customers still care about price?
Many do, but even price-sensitive shoppers can become loyal if you offer consistent quality, strong service, and relevant education.
3. Is digital signage really worth the investment?
Absolutely. When used strategically, digital signage improves product discovery, increases time spent in-store, and boosts high-margin product sales.
Conclusion: The Time to Shift Is Now
Let’s be honest, the race to the bottom on pricing is a losing game. Your customers are evolving, and your store should too.
Start small:
Segment your customer base (loyalists, explorers, deal-chasers)
Dedicate one menu screen or display zone to
Empower your team with talking points and personalized recommendations
By embracing digital tools, elevating education, and celebrating your brands, you’ll attract the kind of customer who sticks around and spends more.
Download the “5 Cannabis Consumer Personas for 2025”
Want to train your staff faster and smarter? Download our free one-pager outlining the top five cannabis consumer personas for 2025. Each profile includes:
Key traits
Preferred product types
Buying behaviors
Loyalty triggers
Perfect for team huddles, training sessions, or retail strategy planning.
Follow Budvue for more tips on cannabis retail success or book a demo to see how our digital signage can help you turn deal-seekers into brand loyalists.