Until 2023, men dominated the cannabis consumer market. But in a historic shift, women have now outpaced them, according to a recent survey by the University of Michigan’s Institute for Social Research, and their numbers are growing. The reasons for this have only been theorized, with some suggesting more accessibility and a fading stigma due to legalization, or women’s ever-increasing buying power. Relieving anxiety and depression could possibly be a driving force, as well, coinciding with a generational shift away from alcohol and tobacco. But retailers, like Valley Greens on Central Avenue, are understanding and responding to the evolving market potential in a multitude of ways, whatever the reasons.
“I just like it,” laughs Valley Greens budtender and Peekskill native Miriam Guerrero. “I mean, don’t get me wrong, it definitely helps me chill out on a stressful day, and women have a lot of those.” Miriam’s colleague Alexa (Lex) Bonocore agrees, adding: “We actually have a great product for cramps, as it helps with blood flow, so I see many more targeted uses now.”
As women increasingly explore alternative approaches to self-care — especially for health issues such as menopause, PMS and autoimmune disease — business leaders (who are also increasingly female) are exhorting advertisers to respond accordingly. Although the majority of existing cannabis marketing is still conventionally geared towards men, Valley Greens proudly stocks several women-owned brands, and consciously promotes a more inclusive shopping experience.
“I love the owners and what they stand for. I wouldn’t want to work for anyone else!” Miriam gushes. She and Lex, who both have retail experience in women’s fashion, are encouraged to bring that warm vibe to cannabis browsing, which traditionally can feel very clinical. These budtenders both delight in showing off the store’s “BudBar,” with its sensory resemblance to a boutique perfume counter.
But they also recognize that that the benefits of their products are not only skin-deep. “When I was 15 years old my father passed away,” Lex shares. “It was the hardest loss I ever took in my life. The only thing that made the grieving process a little easier for me was marijuana.” As women continuously discover their own, varied reasons for joining the cannabis market, these budtenders will know how to welcome them.
