Missouri cannabis retail: where the wallet goes

Key takeaways

• Missouri retail cannabis spend slipped 2.8% month on month, yet 57.5% of shoppers still made a repeat visit.
• Good Day Farm led the state with 10.2% of retail revenue and grew 26.2%, while Blue Sage fell 48.4%.
• Share of wallet split the field: Kind Goods held 93.9% of its shoppers’ spend, Blue Sage just 49.5%.
• Flower took 44.8% of category revenue, but pre-rolls were the most-bought category by purchase count.
• Green Releaf ran the stickiest base in the top ten: 77.8% repeat rate and 44.4% three-visit loyalty.

How did Missouri’s cannabis retail market perform last month?

Missouri retail spend fell 2.8% against the prior period, but demand held up better than that headline suggests. Across tracked retail chains, 57.5% of shoppers came back for a second visit and 41.3% reached three or more, with the average shopper logging several receipts. In a market that is cooling rather than crashing, the operators who grow are the ones holding on to the customers they already have. It is the same pattern we flagged in Arizona last month.

Which Missouri dispensary chains are winning?

Good Day Farm topped the state with 10.2% of retail revenue and a 26.2% month-on-month jump. Green Releaf followed the same upward path, up 22.4% on an 8.7% share, while Kind Goods climbed 19.9% and Codes added 13.9%. The picture was far less rosy lower down the table. 1906 slipped 16.3%, Greenlight lost 15.9%, Proper dropped 23.1% and Blue Sage shed 48.4% in a single month. Momentum, not size, separated the winners from the rest.

Where are Missouri shoppers leaking their spend?

Share of wallet measures how much of a shopper’s cannabis spend stays with one chain rather than drifting to rivals, and the gap was stark. Kind Goods kept 93.9% of its customers’ spend and Proper held 82.4%, while Good Day Farm locked in 79.2%. At the other end, Blue Sage retained just 49.5% and Codes 54.1%, meaning close to half of every basket walked out to a competitor. For those chains the cheapest growth is not new footfall, it is plugging the leak.

What are Missouri cannabis shoppers actually buying?

Flower still rules the basket at 44.8% of category revenue, but the volume story belongs to pre-rolls. By purchase count, pre-rolls were the single most-bought category and a clear frequency driver, even though their average ticket sits well below a flower basket. Vapes took 16.2% of category revenue, concentrates 9.7% and edibles 7.2%. On brands, Good Day Farm led with 5.9% market share, ahead of Codes on 5.0% and Vivid on 3.8%.

How can Missouri dispensaries grow in a flat market?

When total spend is down 2.8%, pulling new shoppers through the door is the expensive option, especially as cannabis advertising is largely locked out of Google, Meta and TikTok. The reliable route is rewarding the customers already buying. That is where HighRewards fits. The points-based shopper-marketing app drives repeat dispensary visits and in-store traffic, then hands retailers 360 retail intelligence: share of wallet, cohort tracking and retention, so they can see exactly which customers are slipping and win them back before a rival does.

Missouri cannabis retail FAQ

How big is Missouri’s cannabis retail market?

Across the retail chains HighRewards tracked last month, Missouri shoppers spread their spend across the state’s dispensaries, with 57.5% making a repeat visit and several receipts each on average.

Which Missouri dispensary grew fastest last month?

Good Day Farm led both ways, taking 10.2% of retail revenue and growing 26.2% month on month, the strongest gain in the top ten.

What is share of wallet in cannabis retail?

Share of wallet is the percentage of a shopper’s total cannabis spend that stays with one chain. In Missouri it ranged from 93.9% at Kind Goods down to 49.5% at Blue Sage.

What is the top-selling cannabis category in Missouri?

Flower leads on revenue at 44.8% of the category mix, while pre-rolls are the most frequently bought category by purchase count.

Did Missouri’s overall cannabis retail spend grow or shrink last month?

Missouri retail cannabis spend fell 2.8% month on month, though demand held up better than the headline number suggests since most shoppers kept returning.

How did vapes, concentrates and edibles compare to flower in Missouri?

Vapes took 16.2% of category revenue, concentrates 9.7% and edibles 7.2%, all well behind flower’s 44.8% share.

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.