{"id":10990,"date":"2026-01-22T13:35:36","date_gmt":"2026-01-22T13:35:36","guid":{"rendered":"https:\/\/cannabisindustryjournal.com\/?post_type=feature_article&amp;p=38315"},"modified":"2026-01-22T13:35:36","modified_gmt":"2026-01-22T13:35:36","slug":"how-cannabis-brands-plan-to-drive-retail-sales-in-2026","status":"publish","type":"post","link":"https:\/\/cannitrol.com\/blog\/how-cannabis-brands-plan-to-drive-retail-sales-in-2026\/","title":{"rendered":"How Cannabis Brands Plan To Drive Retail Sales in\u00a02026"},"content":{"rendered":"<div id=\"wp_fb_like_button\" style=\"margin:5px 0 5px 5px;float:right;height:100px;\"><script src=\"http:\/\/connect.facebook.net\/en_US\/all.js#xfbml=1\"><\/script><fb:like href=\"https:\/\/cannitrol.com\/blog\/how-cannabis-brands-plan-to-drive-retail-sales-in-2026\/\" send=\"true\" layout=\"standard\" width=\"450\" show_faces=\"false\" font=\"arial\" action=\"like\" colorscheme=\"light\"><\/fb:like><\/div><div><img src=\"https:\/\/cannitrol.com\/blog\/wp-content\/uploads\/2026\/01\/how-cannabis-brands-plan-to-drive-retail-sales-in-2026.png\" class=\"ff-og-image-inserted\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<h4><strong><span data-preserver-spaces=\"true\">Retail Is the Battleground<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Brendan McKee, co-founder of Massachusetts dispensary<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/silver-therapeutics.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Silver Therapeutics<\/span><\/a><span data-preserver-spaces=\"true\">, wants brands<\/span> <span data-preserver-spaces=\"true\">to fully commit to retail partnerships<\/span><span data-preserver-spaces=\"true\">. \u201cBrands that we have in store and collaborate with in more meaningful ways share dedicated emails and social posts with their customers,\u201d he said. \u201cFor new store openings and operating locations, brands bring in food trucks, pop-up materials, merch giveaways, and product discounts.\u201d The store also offers co-branded print and digital ads from brands to amplify collective reach. \u201cIt is a beautiful thing when brands show up for our teams and retail locations. We are always better together,\u201d added McKee.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Jesse Tolz, VP of Marketing at<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/gotham.nyc\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Gotham<\/span><\/a> <span data-preserver-spaces=\"true\">dispensaries in New York, agrees that experiences leave a deeper impression than discounts. \u201cThe most effective strategic partners invest in experiences that build brand awareness,\u201d he said. \u201cProduct collaborations and experiential activations consistently outperform traditional promotions because they create emotional attachment rather than relying solely on transactional incentives.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Tolz pointed to an upcoming event built around Gotham Goods\u2019 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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For Monica Olano, founder of<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/calisobermarket.com\/?srsltid=AfmBOoqRIhZOSMGM1xzdTP-rGn7uSiaOyrFDboF1wWsPo7QHs9vc5C9i\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Cali Sober Market<\/span><\/a> <span data-preserver-spaces=\"true\">in Louisiana, the most powerful in-store marketing tactic is still human-to-human connection at the point of sale. \u201cOn any given day, I can predict which SKUs will move best based on who\u2019s working, because they believe in those brands and understand the ingredients and effects,\u201d she said. \u201cBrands 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.\u201d When employees become believers, they don\u2019t just drive sales; they become advocates.<\/span><\/p>\n<h4><strong><span data-preserver-spaces=\"true\">How Brands Are Showing Up at Retail<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">As the industry matures, consumers are increasingly walking into dispensaries with specific brands in mind. Still, standing out remains difficult in a crowded market with limited product differentiation. In categories where vapes and gummies<\/span> <span data-preserver-spaces=\"true\">are largely built<\/span> <span data-preserver-spaces=\"true\">on distillate and flavor innovation, brands cannot afford to let their marketing guard down.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/www.dabolio.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Olio<\/span><\/a><span data-preserver-spaces=\"true\">, a Colorado-based craft brand focused on live resin and rosin, driving retail sales starts outside the dispensary. Chief Marketing Officer<\/span><span data-preserver-spaces=\"true\"><span>\u00a0James C. says his <span>team prioritizes education-forward social settings, such as crafting sessions, recurring community events, and terpene pairings,<\/span><\/span> 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<\/span> <span data-preserver-spaces=\"true\">when it comes to creating<\/span> <span data-preserver-spaces=\"true\">first-time buyers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">At<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/alibi.co\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Alibi,<\/span><\/a> <span data-preserver-spaces=\"true\">budtenders are the focal point. \u201cThey are the ones guiding the purchase, so when they truly understand the product and the story behind it, sales follow naturally,\u201d 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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ryan Hunter, Chief Revenue Officer at Colorado-based<\/span> <a class=\"editor-rtfLink\" href=\"https:\/\/www.wearespherex.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Spherex<\/span><\/a><span data-preserver-spaces=\"true\">, agrees that budtenders are the true gatekeepers.<\/span> <span data-preserver-spaces=\"true\">He warns that a single recommendation at the counter can change a shopper\u2019s decision<\/span> <span data-preserver-spaces=\"true\">instantly<\/span><span data-preserver-spaces=\"true\">.<\/span> <span data-preserver-spaces=\"true\">A budtender who recommends your product or wears your logo, he said, is worth more than any billboard.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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. \u201cAn effective cannabis marketing program supports the entire funnel,\u201d he said, \u201cfrom first awareness through repeat purchase.\u201d<\/span><\/p>\n<div class=\"elementToProof\">Carol Tyson, the Director of Marketing for <a href=\"https:\/\/jaunty.com\/\">Jaunty<\/a>, a leading New York producer, emphasized their efforts to increase basket size in stores.<\/div>\n<div class=\"elementToProof\">\n<div class=\"elementToProof\">\n<p>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. \u201cFor us, education and visual merchandising still matter\u2014but only if they\u2019re directly tied to increasing basket size and brand recall,\u201d she said.<\/p>\n<p>\u201cBudtenders are our first customers. When they understand how a product fits into a consumer\u2019s routine\u2014whether that\u2019s daytime focus, social use, or winding down\u2014they\u2019re better equipped to recommend complementary products and build a multi-item basket. That\u2019s where in-person education still wins,\u201d adds Tyson. \u201cIt\u2019s not just about sampling; it\u2019s about giving budtenders the language and confidence to upsell thoughtfully.<\/p>\n<p>On the merchandising side, shelf space is incredibly competitive, especially in New York. So they invest in displays and menu placements that work harder\u2014clear visual cues, simple product architecture, and messaging that helps consumers quickly understand the brand and what to add next. \u201cWhen a display helps a consumer self-navigate or sparks a conversation that leads to a second or third item in the basket, that\u2019s when marketing dollars are actually doing their job,\u201d she explains.<\/p>\n<p>Tyson believes the brands that will win in 2026 are those that align their marketing with retail outcomes\u2014sell-through, basket size, and repeat purchase.<\/p>\n<\/div>\n<\/div>\n<p><a class=\"editor-rtfLink\" href=\"https:\/\/www.linkedin.com\/in\/davidpaleschuck\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">David Paleschuck<\/span><\/a> <span data-preserver-spaces=\"true\">of the Branding Bud Consulting Group agrees that retail success comes from orchestration, not isolated tactics. \u201cThere is no single tool, tactic, or growth hack that drives retail success on its own,\u201d he said. \u201cThe real power comes from linking systems together to create relevance.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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. \u201cIn 2026,\u201d Paleschuck said, \u201cthe 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.\u201d<\/span><\/p>\n<h4><strong>Consumer Insights: Where Brands Are Winning and Falling Short<\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Colorado consumers are more divided, particularly around flower freshness and potency labeling, but positive feedback emerges when quality expectations<\/span> <span data-preserver-spaces=\"true\">are met<\/span><span data-preserver-spaces=\"true\">. 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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">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.<\/span><\/p>\n<div class=\"sharedaddy sd-sharing-enabled\">\n<div class=\"robots-nocontent sd-block sd-social sd-social-icon-text sd-sharing\">\n<h3 class=\"sd-title\">Share this:<\/h3>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[7604,9458,10934,609,10802,9290,10851,8568,9,8472,6845,8915,1,3,8734,61,1736],"tags":[7606,9469,10935,3182,10816,9295,10852,8590,8494,6846,8923,8739],"_links":{"self":[{"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/posts\/10990"}],"collection":[{"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/comments?post=10990"}],"version-history":[{"count":0,"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/posts\/10990\/revisions"}],"wp:attachment":[{"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/media?parent=10990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/categories?post=10990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannitrol.com\/blog\/wp-json\/wp\/v2\/tags?post=10990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}