Pre-Rolls Are Reshaping Cannabis Retail Nationwide

The U.S. cannabis market is often discussed state by state, with each market carrying its own rules and consumer behavior. But one trend that cut across nearly the entire country in 2025: pre-rolls got bigger everywhere. Most notably, pre-rolls overtook flower in unit sales for the first time in American history, becoming the top-selling cannabis product on the U.S. market by volume. The category reached nearly $3.6 billion in revenue in 2025, with unit sales climbing to 383.2 million. Market share rose to 15.9%, and pre-rolls gained share in 14 of the 15 tracked markets covered in the 2026 State of the Pre-Roll Market Report by Custom Cones USA.