An estimated 113 million viewers watched Super Bowl LVII to see if the Philadelphia Eagles or Kansas City Chiefs would win this year (the second-most watched since Super Bowl XLIX in 2015). Among those viewers were countless cannabis consumers, but cannabis sales took a slight dip in comparison to last year.
A cannabis checkout purchase averages at around $84.61, but sales from this past weekend saw a 4% drop in sales.
According to data collected by Chicago-based Fyllo, pre-rolls were the most popular products purchased this weekend at 37% of sales. In a statement to Forbes, Fyllo founder Chad Bronstein explained that the reason pre-rolls sold so well is because they are “the cheapest product in dispensaries.”
“We see this sensitivity to pricing most significant among persons aged 25 to 75, where consumer spending this year around the Super Bowl decreased significantly,” Bronstein added. Among age demographics, Fyllo also found that Gen Z consumers purchased rose considerably on Feb. 12, especially with buyers between 21 to 24 (a 10% increase from that age group).
The second most popular product category was described as “dispensary gear” by Fyllo, which saw a 20% increase this year. This was followed by “plants” at a 200% increase, and beverages at a 39% increase. Both topicals and edibles dropped in sales, with a respective 36% and 25% decrease. Bronstein believes that this is “potentially a response to pricing, driven by higher manufacturing costs, especially for those looking to optimize the cost of their high.”
Fyllo also found that while west coast sales dipped, eastern and southern states’ cannabis sales increased. Sales in Florida increased significantly by 27%, while Maine sales increased by 17%, and Arkansas increased by 7%.
While cannabis sales dropped slightly in previous years, it didn’t hamper the cannabis-related festivities of offered in Arizona where the Super Bowl took place this year.
Trulieve Cannabis Corp.’s recent move into Arizona led with the launch of Ricky Williams’s Highsman brand. “Our expansion into Arizona is made possible through our retail partnership with Trulieve, and Abundant Organics, whose organic living soil cultivation techniques produce some of the cleanest and most flavorful flower I’ve tried,” Williams announced last month. “Both partners clearly see the Highsman vision and share the same enthusiasm for physical and mental healing as I do. Highsman is for anyone seeking greatness, mental and spiritual well-being.”
Trulieve’s CEO, Kim Rivers, was proud to partner with the former NFL player. “Trulieve is excited to launch this limited-time exclusive partnership with legendary NFL player Ricky Williams in Arizona, just weeks before the Super Bowl will be hosted in the state,” said Rivers. “Ricky was well-known for his belief in the power of cannabis during his playing days, and the Highsman brand reflects his values and passion for cannabis. We are proud to launch Highsman products in the Arizona market.”
HARA Brands partnered with Rolling Stone Live this weekend to celebrate the Super Bowl as well. The brand’s CEO and co-founder, Bryan Gerber, expressed his excitement for what this means for the industry. “We are extremely proud to represent the cannabis community at such a high-profile event during one of the biggest weekends in sports and entertainment,” said Gerber. “It’s a testament to how far this industry has come, and we couldn’t be more excited to be part of this exclusive experience alongside some of the most successful brands and talented individuals.”
WNBA star athlete Brittney Griner attended this year’s Superbowl with her wife Cherelle Griner. Following a 10-month battle for her freedom after being imprisoned in Russia for possessing a small amount of cannabis, Brittney was recently named Arizonan of the Year by Arizona Republic.