The question I hear most frequently in my decades-long sales career is, “Why should we support your brand?”
It’s an entirely valid question, especially in cannabis sales, where regulation, fierce competition, and price are among the most significant barriers to entry. When it comes to non-THC products in the dispensary space, there is an added challenge of added value. How do you compete with infused products and stand out on dispensary shelves? How do you educate your budtender and customer that accessories are part of the overall experience? Especially when the history of smoking is directly tied to paper, a commodity that is rarely thought of as flashy.
From Tobacco Origins to Cannabis Culture
Rolling papers in relation to cannabis counterculture have been a consumption vehicle for decades. The paper category’s evolution from tobacco to cannabis is rich in history, with the first recorded smoking paper created in France.
Rolling accessories, however, were predominantly seen and connected to smoke shops and convenience stores, and with the legalization of cannabis and the rise of dispensaries, elevated branding and marketing to retailers and consumers alike seemed like a natural opportunity.
A Category in Revival
Yet, the paper category as a whole has been treated more like an afterthought. Necessary, but less attractive than higher ticket items such as flower, concentrates, and edibles.
However, the category has recently experienced a renaissance, with small to big-box retailers beginning to understand that a strong accessories category increases margins and basket sizes.
According to Hoodie Analytics, the rolling papers category has experienced substantial growth since May 2024, with a 45.6% increase across the U.S. market, alongside a 17.2% growth in the flower devices segment. While the overall accessories category has remained relatively flat, these increasing sales trends point to a combination of additional states passing cannabis legalization and also smoker preferences.
Strategic placement, effective marketing, and visually appealing displays for consumers, along with competitive price points, have helped drive sales for retailers.
Blazy Susan’s Femme-Forward Formula
Brands such as Blazy Susan captured the growing popularity of rolling papers and accessories, beginning with the spinning “lazy susan” tray, and evolving to the now recognizable pink rolling paper.
Built on a loyal customer base and femme-forward branding, Blazy Susan not only created an environment of openness towards cannabis consumption but also leaned into demand creation through limited drops and giveback programs.
Another unique factor in Blazy Susan’s success is its consultative approach to retailers, which includes in-depth marketing support, attractive product displays, promotional materials, and educational resources.
