The Massachusetts Flower Expo is easily one of my favorite events of the year. As an agency, we get to work with cannabis companies across the country (and even beyond), but Massachusetts will always feel like home turf. I’ve watched this market grow from its infancy into something that’s beginning to resemble ‘maturity.’ It’s big enough to keep things interesting, but small enough to still feel like a community. The people are smart, driven, and just the right amount of salty. And the weed? Also great.

That’s what makes Flower Expo so special. It’s one of the few events out here on the East Coast where the whole crew gets together in a consumption-friendly setting. (Late spring in New England doesn’t hurt either—though this year, things definitely leaned more *sweaty sesh* than *chill breeze*.) While we didn’t get to pull off the after-party we’d been dreaming up (next year, we’re coming in hot), the show itself was packed with good conversations, quality connections, and lots of tasty samples.

Here are a few takeaways from walking the show and talking to folks about where the Massachusetts market stands in 2025:

Marketing Still Matters (Surprise!)

I know, I know—of course, the marketing agency is out here preaching the gospel of good marketing. But I’m not alone. I had more than a few conversations where marketing—or the lack of it—was called out as a deciding factor in whether a business is surviving or shuttering.

One delivery operator who recently closed up shop pointed to email misfires that tanked their domain health, limiting their ability to reach customers. On the flip side, I talked to a brand that’s winning big right now, thanks in part to thoughtful packaging and brand storytelling that starts the second someone sees their product on the shelf. Seven years into adult-use sales, it’s clear: having a solid product isn’t enough. The brands that are thriving are investing in real identity and real connections with customers.

If You Wouldn’t Wear It, Don’t Give It Away

Real talk: no one needs another cheap pen, flimsy sunglasses, or throwaway tote. If your merch isn’t something you would actually use, save your budget.

We saw some great examples at the Expo—brands giving out gear people were excited to rock. Want people to wear your T-shirt? Make sure it doesn’t feel like sandpaper. Want them to carry your tote? Make sure it’s sturdy enough to handle a grocery run. This stuff doesn’t have to be expensive, but it should be intentional. If you’re proud of your brand, your merch should show it.

(And if you need to elevate your design game, well, we might be able to help.)

Sales ≠ Marketing (Especially at B2B Events)

Flower Expo is a consumer-facing vibe in a business-facing package. That means brands sometimes show up thinking it’s a pop-up party, when it’s really a sales opportunity. And that distinction matters.

Retailers have tools—like SEO, email, and foot traffic—to bring customers in. Brands, on the other hand, need to convince retailers that your product deserves shelf space and position budtenders to advocate for your product. Beautiful branding helps, but so do sell sheets, pricing info, and actual data that proves your product moves. Treat these B2B events like a sales meeting first, and a vibe check second.

Follow the Shifting Tastes

With no direct consumer sales at Flower Expo, it can be easy to lose touch with what real customers are actually buying. But listening to our peers gives us clues.

While most folks at the show were smoking rosin and top-shelf flower, the broader market still leans toward high-THC flower, flavorful vapes, and terp-infused products. Solventless may be the gold standard among the heads, but most consumers are looking for potency, flavor, and price. If your brand can nail at least two of those three, you’re in a good spot.

Regulatory Frustrations

It wouldn’t be a Massachusetts industry event without some regulatory venting. From 9-month delays to get a document signed, to inconsistent enforcement around store design or marketing, the Cannabis Control Commission remains a major friction point for many operators.

A particularly hot topic this year was the proposal to expand the retail license cap from 3 to 6 stores. While that might sound like growth on paper, the concern from many social equity and independent operators is that it’ll widen the gap between them and well-funded MSOs. If one player suddenly controls 6 storefronts, that buying power can warp the market, making it even harder for smaller businesses to compete.

Surviving or Thriving? 

When I asked one operator how things were going, he laughed and said, “It’s a good time to be struggling—because everyone is.”

That line stuck with me. This industry’s tough, especially in Massachusetts. Shops are closing. Profits are thin. Regulations are a moving target. And yet, Flower Expo didn’t feel defeated—it felt like a celebration. Maybe it’s just that gritty New England energy, but the vibe wasn’t doom-and-gloom. It was: *we’re still here, and we’re still fighting.*

And that’s what makes this community so special. It’s the people that bring this industry to life. I’m proud to be part of it—and I’m already looking forward to the next event.

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