A new industry survey released by Tether, based on responses from roughly 400 Budtenders, offers a detailed look at how cannabis retail workers learn about products, what influences their recommendations, and what actually shapes consumer purchasing decisions inside stores.
According to the survey, 50% of Budtenders have three or more years of industry experience, and 60% regularly discuss their role on social media. When asked how they prefer to learn about new products, educational product sampling accounted for roughly 60% of responses, compared to about 15% for brand ambassadors and LP reps, 10% for personal purchases, 9% for word of mouth, 5% for budtender organizations, around 4% for Reddit, and under 3% for both social media and formal product knowledge sessions.
100% of surveyed Budtenders said sampling helps them make better recommendations to customers.
65% of Budtenders say customer knowledge has increased compared to last year, with shoppers asking more detailed questions and showing a stronger understanding of formats, effects, and price comparisons. Budtenders ranked price as the top factor influencing purchasing decisions at roughly 30%, followed by THC percentage at about 22%, Budtender recommendations at around 18%, terpene and effect profiles at approximately 14%, and product format at about 10%, while brand name accounted for under 6%.
When Budtenders were asked what information sources customers mention most often, friends and family ranked first at roughly 32%, followed by Budtenders at about 26%, online reviews and forums at approximately 18%, social media at around 14%, and brand websites at about 10%.
Budtenders report that the fastest-growing categories in their stores are:
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Pre-rolls – 28%
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Disposable vapes – 24%
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510 vape cartridges – 19%
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Edibles – 15%
- Flower – 9%
Beverages and concentrates accounted for around 5% each.
The survey found that 81% of Budtenders report having access to quality cannabis education, yet product knowledge ranked as the number one area where they want additional training. Other training interests trailed behind, including terpene education, consumption methods, and compliance knowledge. Responses also showed that Budtenders prefer ongoing, hands-on education tied to product experience rather than one-time sessions or written materials, with educational sampling and in-person learning formats consistently ranking above digital or print resources.
The survey also found that 90% of Budtenders are interested in attending in-person events focused on sampling, education, and community building.
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