Headset has a dataset of cannabis retailer transaction data, and thanks to customer loyalty programs, they have information about customers’ ages and genders. Headset used this data to learn more about who buys weed and what they smoke or consume. The data suggests that smokers in the customer loyalty program are overwhelmingly male, accounting for about 70% of all members.
"And, while customers range from ages 21 to 95, over 50% of loyalty members are under 40," the Headset blog post said.
How Much Money Do People Spend on Weed?
"Most people spend between $25 and $50 per trip to a marijuana store, with a $33 median spend per trip. 34.7% of customers spend less than $10 on average, usually picking up a single item like a half gram pre-roll or a carbonated beverage. Only 8.2% spend more than $100/trip."
How Much Money Do People Spend Each Year on Weed?
"They also analyzed the distribution of annual spend by customer loyalty members on marijuana. The median customer spends $645 on pot each year, and over 57% of customers spent more than $500. Very few customers—less than 10%—spent over $2,500."
Pot shops can target Marijuana Dispensary Customers with sponsored search results (like on Google, Yahoo or Bing), because the AudienceSCAN study says 37.2% of them took action based on search in the past month.
Do Different Customer Segments Have Different Shopping Habits?
"For the most part, men and women have similar shopping and spending habits. Men shop slightly more often, visiting the store about every 19.5 days compared to 21.5 days for women. Although men buy fewer items per trip, they spend almost as much ($33) as women ($35)."
"Older loyalty members generally visit dispensaries less frequently, but they spend more when they do visit. Customers in their 80s spend the most per trip, with a median spend per trip of $64. Customers in their 40s, however, spent the most last year: a median of $823."
Dispensaries can remind ladies it's time to buy a bag again with mobile smartphone app ads or text message ads. According to AudienceSCAN data, 37% of Marijuana Dispensary Customers took action after receiving messages in the past month.
Do Men and Women Buy Similar Products?
"Flower, which is “traditional” marijuana bud, is the most popular product for both genders. But it is even more popular among men: flower accounts for 4.4% more of their purchases. Women tend to buy more Pre-Roll and Edibles, while men buy more Concentrates. Women also tend to experiment more with non-traditional products (Other) such as Beverages, Tincture & Sublingual and Topicals."
Weed stores can emphasize their selection and endless choices in ads on social networks, because 61.3% of Marijuana Dispensary Customers took action after seeing these in the past year.
Does Age Impact Product Choice?
"Each segment buys mostly Flower, with those in their 50s buying Flower at the highest rate. Older customers buy less Pre-Rolls than their younger counterparts. Pre-Rolls make up 27% of purchases among customers in their 20s, and this ratio drops down with each age band to only 8% of purchases for those 80 years or older. Conversely, the proportion of both Edibles and Other purchased increase with age—from 6% to 18% and 3% to 12%, respectively."