When HighLife Health opened its doors a year ago, we knew cannabis retail would attract a mix of customers. What we didn’t expect was just how different those customers would be — and how their habits would shape the way we run our business.
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Lesson one: Younger shoppers bring traffic, older shoppers bring cart size
Our 21–29-year-old customers are the most frequent visitors, accounting for the largest share of transactions. But the surprise came from our 50+ shoppers, who spend the most per visit — seniors in particular average $65.63 per transaction, the largest cart size in our store.
That insight reshaped how we plan inventory and staff training. Younger customers tend to move quickly, seeking value and potency, while older customers invest in a variety of products that address specific needs.
Lesson two: Education is part of the product
Data tells part of the story, but conversations in-store reveal even more. New consumers often ask about potency, dosing, or the differences between flower, pre-rolls, edibles, tinctures, and topicals. Topicals raise frequent questions about drug testing, and many older customers look for help with sleep, which requires careful guidance on whether the issue is falling asleep or staying asleep.
Others come in asking about strains from the past — Panama Red remains a frequent request. Each of these moments reinforces that legalization has brought new consumers into the market, and dispensaries must make education as central as sales.
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Lesson three: Community trust is the best defense
Not long after we opened, a few neighbors voiced opposition on social media. Instead of arguing back, we let our customers and supporters speak for us — and they did, loudly.
That experience, along with our Chamber of Commerce membership and ongoing partnerships with city departments, underscored that being part of the civic fabric matters as much as what’s on the shelf. One regular visits us nearly every day, not just for products but because HighLife has become a social anchor. For him, the dispensary is community.
Lesson four: Product preferences reveal generational differences
Our sales mix highlights both experimentation and comfort zones. Vapes and cartridges lead at 32.2 percent, followed by flower (28.8 percent), pre-rolls (19.1 percent), edibles (14.1 percent), and everything else (5.8 percent). Younger shoppers drive experimentation and price sensitivity, while older consumers focus on consistency and wellness.
The split reminds us that dispensaries can’t cater to just one type of buyer — success requires flexibility and a broad product mix.
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Looking ahead
One year in, we’ve learned that cannabis retail is about much more than transactions. It’s about balancing volume with loyalty, answering questions as often as selling products, and seeing community as a core part of the business model. Cannabis consumers aren’t just one thing — they are young and old, curious and experienced, recreational and wellness-driven. Our role is to meet them where they are, with education, trust, and service as our guide.
*This article was submitted by a guest contributor. The author is solely responsible for the content.