Retailers are not in the business of building brands. They are in the business of selling products. The most effective way to earn buyer attention is still the same: proven sales velocity paired with brand awareness that brings customers through the door.
Retail Is the Battleground
Brendan McKee, co-founder of Massachusetts dispensary Silver Therapeutics, wants brands to fully commit to retail partnerships. “Brands that we have in store and collaborate with in more meaningful ways share dedicated emails and social posts with their customers,” he said. “For new store openings and operating locations, brands bring in food trucks, pop-up materials, merch giveaways, and product discounts.” The store also offers co-branded print and digital ads from brands to amplify collective reach. “It is a beautiful thing when brands show up for our teams and retail locations. We are always better together,” added McKee.
Jesse Tolz, VP of Marketing at Gotham dispensaries in New York, agrees that experiences leave a deeper impression than discounts. “The most effective strategic partners invest in experiences that build brand awareness,” he said. “Product collaborations and experiential activations consistently outperform traditional promotions because they create emotional attachment rather than relying solely on transactional incentives.”
Tolz pointed to an upcoming event built around Gotham Goods’ line of body and home essentials, anchored in the idea that ritual is a catalyst for connection. The Feb. 10 launch will introduce the collection through an immersive evening of scent discovery and product sampling at Gotham Gallery in Chelsea, Manhattan.
For Monica Olano, founder of Cali Sober Market in Louisiana, the most powerful in-store marketing tactic is still human-to-human connection at the point of sale. “On any given day, I can predict which SKUs will move best based on who’s working, because they believe in those brands and understand the ingredients and effects,” she said. “Brands that treat getting on the shelf as the finish line will stall. The ones that win treat it as the starting point by investing in staff education, relationships, and ongoing presence.” When employees become believers, they don’t just drive sales; they become advocates.
How Brands Are Showing Up at Retail
As the industry matures, consumers are increasingly walking into dispensaries with specific brands in mind. Still, standing out remains difficult in a crowded market when everyone basically sells the same thing and competes on the same promotions. In categories where vapes and gummies are largely built on distillate and flavor innovation, brands cannot afford to let their marketing guard down. Should brands focus on multiple marketing levers or execute a few tactics really well? What’s the best way to impact the customer’s experience?
For Olio, a Colorado-based craft brand focused on live resin and rosin, driving retail sales starts outside the dispensary. Chief Marketing Officer James C. says his team prioritizes education-forward social settings, such as crafting sessions, recurring community events, and terpene pairings, that allow consumers to engage with the brand in a relaxed, hands-on environment. According to James, these experiential activations consistently outperform in-store pop-ups when it comes to creating first-time buyers.
At Alibi, budtenders are the focal point. “They are the ones guiding the purchase, so when they truly understand the product and the story behind it, sales follow naturally,” said Marianne Cursetjee. The brand invests heavily in budtender education, both in person and online, ensuring staff are eager to recommend Alibi on the floor.
Ryan Hunter, Chief Revenue Officer at Colorado-based Spherex, agrees that budtenders are the true gatekeepers. He warns that a single recommendation at the counter can change a shopper’s decision instantly. A budtender who recommends your product or wears your logo, he said, is worth more than any billboard.
Hunter added that the smartest teams show up consistently in dispensaries, but not through flashy pop-ups that reach only a handful of shoppers. Instead, they invest in long-term retail partnerships, supporting staff with simple gestures like lunch, swag, or operational support. “An effective cannabis marketing program supports the entire funnel,” he said, “from first awareness through repeat purchase.”
She said, in 2026, brands need to think less about one-off moments and more about creating repeatable levers that actually help retailers sell more product per visit. “For us, education and visual merchandising still matter—but only if they’re directly tied to increasing basket size and brand recall,” she said.
“Budtenders are our first customers. When they understand how a product fits into a consumer’s routine—whether that’s daytime focus, social use, or winding down—they’re better equipped to recommend complementary products and build a multi-item basket. That’s where in-person education still wins,” adds Tyson. “It’s not just about sampling; it’s about giving budtenders the language and confidence to upsell thoughtfully.
On the merchandising side, shelf space is incredibly competitive, especially in New York. So they invest in displays and menu placements that work harder—clear visual cues, simple product architecture, and messaging that helps consumers quickly understand the brand and what to add next. “When a display helps a consumer self-navigate or sparks a conversation that leads to a second or third item in the basket, that’s when marketing dollars are actually doing their job,” she explains.
Tyson believes the brands that will win in 2026 are those that align their marketing with retail outcomes—sell-through, basket size, and repeat purchase.
David Paleschuck of the Branding Bud Consulting Group agrees that retail success comes from orchestration, not isolated tactics. “There is no single tool, tactic, or growth hack that drives retail success on its own,” he said. “The real power comes from linking systems together to create relevance.”
By aggregating location data, weather patterns, local events, holidays, calendar timing, and past purchase behavior, brands can trigger messaging that feels timely rather than promotional. A rainy weekend, a local concert, or a replenishment window can all inform what gets promoted and when. “In 2026,” Paleschuck said, “the brands that win at retail will not be the ones with the cleverest campaign. They will be the ones that turn multiple data points into offers that feel personal, contextual, and genuinely useful.”
Consumer Insights: Where Brands Are Winning and Falling Short
No amount of marketing will generate repeat purchases if the product fails to meet consumer expectations. But across markets, consumer feedback also shows that winning brands are delivering on quality and consistency.
To understand how legal cannabis is landing with consumers, we reviewed discussions and reviews across Reddit and Yelp in California, Colorado, and New York. While criticism is common, particularly around flower quality and potency accuracy, positive feedback reveals clear opportunities for brands that get the fundamentals right.
In California, where consumers are arguably the most discerning, experienced shoppers consistently reward brands that prioritize flavor, smoothness, and strain integrity. Craft flower brands known for terpene-forward profiles and clean smoke are frequently praised, especially by consumers who say they are willing to pay more for products that taste good and deliver quality. Edibles also perform well in the state, with gummy brands earning praise for reliable dosing, consistent onset, and pleasing flavor profiles.
Colorado consumers are more divided, particularly around flower freshness and potency labeling, but positive feedback emerges when quality expectations are met. Consumers routinely praise dispensaries and brands that offer fresh product, clear lab results, and honest potency claims. When products deliver as advertised, shoppers are quick to leave high ratings and recommend them to others.
In New York, where the legal market is still maturing, consumers are vocal about shortcomings but equally clear about what works. Edibles receive some of the strongest praise, especially when effects are consistent, and labeling feels accurate. Shoppers also respond positively to well-curated retail experiences, knowledgeable staff, and brands that feel intentional rather than rushed to market. Even as flower quality remains a common complaint, consumers note that when they find a product that hits properly, they remember the brand and actively seek it out again.
Across all three states, consumers showed they will make repeat purchases when brands deliver a fresh, crafted, quality product. While marketing, activations, and retail partnerships are essential, they only work when the product experience hits home.
