Lit Alerts: “Price compression is on full display during the holiday season where discounts and promotional offers can be compared year over year”
Overall sales numbers are one thing. We can get those from the Cannabis Control Commission. But for more detailed analysis that includes brand comparisons, along with sophisticated trendspotting, we turn to Lit Alerts, a Mass-based “data analytics platform designed to empower cannabis wholesalers and retailers with real-time market intelligence.” (You can read our interviews with the Lit Alerts team here and here.) Thanks to their crew for providing the following analysis, along with the accompanying infographics. -TJM Editors
According to Lit Alerts Estimated Sales data, Green Wednesday in Massachusetts was almost identical in terms of overall sales volume. Black Friday however experienced a slight 3-5% drop off. The good news is that when looking at the entire holiday weekend (Wed-Sun) it looks like retailers in MA experienced anywhere from a 5-10% boost when compared to the same time period in 2024.
During the holiday weekend (Wed-Sun), flower lost 5% market share from 2025 vs 2024. It appears that the more discreet vapes (+2.7%) and more convenient pre-rolls (+1.9%) have taken that share during the this time period. Edibles, concentrates, tinctures and beverages were are all flat in terms of share of sales when comparing 2024 to 2025.
Price compression is on full display during the holiday season where discounts and promotional offers can be compared year over year. In Massachusetts the story continues. The average price of a flower, pre-roll or edible product dropped roughly 7% this year. Vapes were hit less hard only dropping about 2%. Tinctures and Topicals buck the trend with pricing actually raising 7% and 5% respectively.
The top brands over the holiday weekend tracked pretty closely to the top brands for the month of Nov. Overall the #1 brands in each category held their own. The flower and vape category wasn’t that interesting as the top 10 brands jockeyed for position. Note on the edibles category that Wyld and Betty’s Eddies were basically a tie for the top selling edibles brand. Shout out to the following brands who punched above their weight class and broke the top 10 during one of the busiest sales periods of the year: Sapūra (edibles), Fog Cutter & Theory Wellness (pre-rolls), MAC (concentrates).
