• Florida’s cannabis shoppers posted a 74.8% repeat purchase rate in June, one of the stickiest figures HighRewards tracks in any state.
• MUV FL holds the largest share of wallet at 56.3%, with Trulieve FL close behind at 49.2% and Curaleaf FL at 48.5%.
• Statewide average spend per loyalty customer rose 8.6% month on month, but the gains were not shared evenly: AYR FL fell 20.0% and Planet 13 FL dropped 14.1%.
• Flower still rules Florida baskets at 56.6% of category revenue share, more than three times the next-largest category.
• No single brand has cracked double-digit market share yet. Savvy leads a fragmented field at 8.7%.

Which Florida dispensary chain wins the most share of wallet?

MUV FL leads Florida’s tracked retail chains with a 56.3% share of wallet among loyalty shoppers, meaning it captures more than half of what its average customer spends on cannabis in a month. Trulieve FL sits close behind at 49.2%, and Curaleaf FL rounds out the top three at 48.5%. Further down the ranking, RISE FL and Planet 13 FL cluster in the low-to-mid 40% range, while AYR FL trails the pack at 24.2% share of wallet, the clearest sign of a chain losing spend to competitors.

Share of wallet is one of the clearest signals in HighRewards’ 360 retail intelligence suite. It tells a retailer not just how many shoppers walk in, but how much of their total cannabis budget actually lands at the register versus leaking to a rival down the road.

Is spending up or down across Florida’s cannabis retailers?

Statewide, average monthly spend per loyalty customer climbed 8.6% versus the prior month, a healthy signal for the market overall. But that growth is concentrated, not shared. MUV FL (+14.2%) and Trulieve FL (+14.8%) both posted double-digit gains, and Surterra FL grew a steady 9.0%. On the other side of the ledger, AYR FL dropped 20.0%, Planet 13 FL fell 14.1%, and Curaleaf FL slipped 5.2%. The spread between Florida’s fastest-growing and fastest-shrinking chains is now well over 30 percentage points, a widening gap worth watching heading into the next reporting period.

How loyal are Florida’s cannabis shoppers?

Florida’s statewide repeat purchase rate sits at 74.8%, meaning roughly three in four tracked shoppers came back to buy again within the period, alongside a 56.1% loyalty program participation rate. Chain by chain, MUV FL (58.5% repeat) and Surterra FL (54.3% repeat) post the strongest retention, while AYR FL’s 42.1% repeat rate lines up with its share of wallet slide. Retention and share of wallet tend to move together, and Florida’s June data makes that link hard to miss.

What product categories are driving Florida sales?

Flower remains the backbone of the Florida basket, holding 56.6% of category revenue share. Vapes come in a distant second at 17.8%, followed by concentrates at 12.4%, edibles at 6.0%, and pre-rolls at 5.7%. Compared with states where pre-rolls or vapes have gained more ground, Florida’s basket still skews heavily traditional, which matters for how retailers plan promotions and how brands prioritise shelf space.

How can Florida retailers close the wallet-share gap?

The chains gaining share of wallet in Florida this month, MUV FL and Trulieve FL, are also the ones posting the strongest repeat rates. That is not a coincidence. A loyalty programme that rewards every visit gives shoppers a reason to consolidate their spend with one chain instead of splitting it three or four ways. HighRewards helps Florida retailers see exactly where that spend is leaking with cohort and share of wallet tracking, then close the gap with a points programme shoppers actually want to use. For more on why traditional digital advertising cannot do this work alone, see our breakdown of why cannabis brands can’t advertise on Google, Meta or TikTok. For a look at how a neighbouring East Coast market compares, read our Pennsylvania cannabis market report.

Frequently asked questions

What does share of wallet mean in cannabis retail?

Share of wallet measures the percentage of a shopper’s total cannabis spend that goes to one retailer, rather than counting only how many times they visit. A chain can have loyal repeat visitors and still lose share of wallet if those same shoppers are also spending elsewhere.

Which Florida cannabis brand has the most market share?

Savvy leads Florida’s brand rankings at 8.7% market share, just ahead of Muv at 8.2% and Modern Flower at 7.8%. The field remains highly fragmented, with no brand yet breaking into double digits.

How can dispensaries win back Florida cannabis shoppers?

The data shows retention and share of wallet move together. Retailers that give shoppers a reason to return, such as a rewards programme with redeemable value, tend to capture more of that shopper’s total spend over time.

Where does HighRewards get its Florida cannabis market data?

HighRewards’ 360 retail intelligence tracks real shopper activity across ranked Florida dispensary chains each month, giving retailers and brands a data-driven view of share of wallet, loyalty, and category trends.

Turn your dispensary runs into gift cards

Earn gift cards by earning rewards at any dispensary — and even liquor stores! Every purchase earns points you can redeem for gift cards to Amazon, Starbucks and more with the HighRewards app.