Apr 19, 2024 - Culture

"Cute" cannabis products can get consumers to open their wallets

Cannabis products in the form of cookies, like bees and flowers, and cotton candy.

Cannabis-based royal icing sugar cookies packaged for spring (l) and "Pottin Candy" in a mug by PNW-based Fancy's. Photo: Courtesy of Fancy's

In the crowded field of cannabis sales, the power of cute can have a potent impact on pocketbooks, according to new research.

Why it matters: Consumers are willing to pay up to 26% more for one-eighth of an ounce of cannabis flower if it has memorable packaging or they see it as "something special," such as a collectible or giftable item, per research from Physis + Agency commissioned by printing technology company Roland DGA.

By the numbers: About 57% of survey respondents said cannabis makes a great gift if it is packaged in premium branding. Among millennials, this figure soars to nearly 69%.

  • While more than 72% of respondents are open to spending more on cannabis jars if they are reusable or collectible, even non-collectors (25%) state that the right packaging could inspire them to pay extra, per the research.

The bottom line: House of Cultivar, which is among the state's largest cannabis producers, released a limited-edition run of a specialty flower called "Lobster Roll" that was packaged in a tall glass with a printed sticker featuring raised holographic ink.

  • It sold out in two weeks, per House of Cultivar's creative director, Daniel Peterson.
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