Love is always in the air approaching Valentine’s Day and retailers should know which cannabis products their customers want to be paired with. As with other holidays, consumers’ purchases may deviate a bit from normal patterns. Thankfully, cannabis analytics firms LeafLink and Headset have released some insightful sales statistics from last Valentine’s Day that may help retailers predict with which products their customers will fall in love.
According to Leaflink, like consumers, cannabis producers had love on their mind last year. Over 600 product titles on the Leaflink platform included the word “love.” Although there was lots of love to go around, customers did have some favorite product categories. In the month leading up to Valentine’s Day 2019, customers spent the most on cannabis flower, cartridges, and ingestibles. Specifically, the top cannabis product sellers thirty days before Valentine’s Day last year were:
Headset released some valuable data from last year focusing on the sale of intimate products. Massage oils were a huge seller in California leading up to Valentine’s Day. Customers were thinking in the moment as the highest sales for massages and intimacy oils actually came on February 14. Consumers may have missed out on their best chance for savings though as retailers offered the highest discounts on massage and intimacy products one day before Valentine’s Day. During the week of Valentine’s Day, the average price of massage and intimacy products was $28.76 with an average discount of 8 percent while the average price per product was $31.83 with an average discount of 6 percent in the week prior.
Headset also provided some interesting insight on customer demographics. Men made up the majority of customers in the days leading up to Valentine’s Day (which is typical even on normal business days) but women were much more likely to frequent dispensaries around Valentine’s Day. In fact, Headset found that the rate of female customers shopping for massage and intimacy products from February 12 to February 14 was 29 percent higher than normal.