“Pre-rolls are now a key component of any smart cannabis retail strategy. They are popular, easy to merchandise and serve as consumer entry points for new brands and formats.”
By Harrison Bard, Custom Cones USA and DaySavers
In today’s cannabis market, pre-rolls are no longer a novelty, they’re essential to retail success. Once seen as an add-on, pre-rolls have become one of the most dynamic and profitable product categories in the industry.
According to 2025 Headset data, over 310.7 million pre-rolls were sold through October, generating nearly $2.8 billion in revenue across 13 recreational markets. That gives the category a 15.8 percent market share, third behind flower and vapes. In Canada, pre-rolls have even surpassed flower to become the country’s top-selling cannabis product.
Driven by convenience, innovation and accessibility, pre-rolls consistently increase basket size, drive repeat visits and stabilize revenues, making them a core pillar of modern retail strategies.
A Category Defined By Variety
At its most basic, a pre-roll is a ready-to-smoke joint; flower packed into a pre-rolled cone or tube with a filter or crutch. But beneath that simplicity lies one of the most diverse and innovative corners of cannabis, with producers infusing concentrates, adding novelty filter tips,
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