Florida’s cannabis chains are no longer moving together. June 2026 data shows some retailers compounding wallet-share gains month after month, while others with comparable loyalty fundamentals are bleeding customers to competitors. Here is what the numbers say, chain by chain.

Key takeaways

• MUV FL and Trulieve FL are Florida’s fastest-growing chains, both up more than 14% month-on-month in spend per shopper, while also holding the two highest wallet-share positions in the state (56.3% and 49.2%).
• AYR FL posted the steepest decline of any tracked chain, down 20% month-on-month, despite a loyalty enrollment rate (18.4%) that isn’t dramatically behind the leaders.
• Planet 13 FL dropped 14.1% month-on-month, the second-steepest fall in the state.
• The Flowery FL posted the highest repeat purchase rate of any ranked Florida chain at 70%, a standout on retention even on a smaller footprint.
• Flower dominates Florida’s category mix at 56.6% of tracked revenue share, more than three times the next-largest category, Vapes, at 17.8%.

Which Florida cannabis chains are gaining wallet share fastest?

Two chains are pulling away from the pack. MUV FL leads the state on wallet share among its own shoppers at 56.3%, and its spend per shopper is still climbing, up 14.2% month-on-month. Trulieve FL sits just behind on wallet share at 49.2%, and it’s growing even faster, up 14.8% month-on-month. That combination, high existing share and fast growth, is the profile every chain in the state wants. It suggests these two aren’t just holding their base, they’re actively pulling spend away from competitors. Surterra FL is a smaller but notable third growth story, up 9.0% month-on-month on a 36.9% wallet-share base.

Which chains are losing ground despite similar loyalty numbers?

AYR FL posted the steepest decline anywhere in the state, down 20% month-on-month, even though its loyalty enrollment rate of 18.4% isn’t wildly out of step with several growing chains. Planet 13 FL wasn’t far behind, down 14.1% month-on-month despite a repeat purchase rate (40.6%) that’s broadly in line with the mid-tier of the market. Curaleaf FL and Goldflower FL also lost ground, down 5.2% and 5.0% respectively. In every one of these cases, the loyalty fundamentals don’t explain the drop on their own.

Is loyalty program design the problem?

Not on its own. If loyalty program design alone explained these swings, the retailers with the lowest enrollment would be losing the most ground and the highest-enrollment retailers would be growing fastest. That isn’t the pattern here. RISE FL and Goldflower FL sit among the highest loyalty enrollment rates in the state (33.3% and 31.6%) yet post very different results, RISE FL up 5.3% while Goldflower FL is down 5.0%. The divergence points more toward retail experience, promotions and win-back timing than toward loyalty program design itself.

What’s still driving Florida cannabis sales?

Category mix. Flower alone accounts for 56.6% of tracked category revenue share statewide, more than three times Vapes (17.8%) and well ahead of Concentrates (12.4%). Edibles (6.0%) and Pre-Rolls (5.7%) round out the picture, with everything else under 1% each. Flower’s dominance holds regardless of which chain is winning or losing wallet share month to month, it’s the constant underneath all the movement at the top. Brand-level competition is even more fragmented than the chain-level picture suggests, no single brand holds more than a single-digit share of the state, a pattern even more pronounced than what we found in Pennsylvania’s brand market.

How can Florida retailers respond to wallet-share swings?

The chains losing ground fastest, AYR FL and Planet 13 FL, don’t show an obvious loyalty-design problem, which points to an operational fix: targeted point offers, faster win-back campaigns, and reacting to erosion before it compounds. That’s hard to do without visibility into month-on-month wallet-share movement at the chain level, which is exactly what HighRewards’ 360 retail intelligence is built to surface. Because cannabis retailers can’t rely on standard paid acquisition the way most retail categories can, retention and win-back economics matter even more. Catching a wallet-share slide a month earlier is often the difference between a recoverable dip and a lost customer.

Florida Cannabis Market FAQ

Which cannabis chain has the highest wallet share in Florida?

MUV FL leads Florida chains on wallet share among its own shoppers at 56.3%, followed closely by Trulieve FL at 49.2%.

Which Florida cannabis chain is losing wallet share fastest?

AYR FL posted the steepest month-on-month decline in the state, down 20%, followed by Planet 13 FL, down 14.1%.

What share of Florida cannabis sales come from Flower?

Flower accounts for 56.6% of tracked category revenue share in Florida, more than three times the next-largest category, Vapes, at 17.8%.

How can Florida cannabis retailers respond to wallet-share losses?

Retailers can use month-on-month wallet-share tracking, like HighRewards’ 360 retail intelligence, to catch erosion early and respond with targeted point offers and win-back campaigns before losses compound.