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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, Earl Baker concentrated 55.17% of sales in Flower, yet that anchor category declined 17.17% year over year while inching up 2.39% month over month, indicating a stabilizing but contracting base. Pre-Roll expanded to 30.74% share with a 226.85% year-over-year surge and a 43.23% month-over-month lift, shifting mix weight rapidly toward ready-to-use formats. Vapor Pens climbed to 14.10% share on 72.14% year-over-year growth and a 503.92% month-over-month spike, raising the average price level toward $27.41 and away from Flower’s $27.18 price point. With Earl Baker ranked 14 in Flower in Connecticut, the combination of a shrinking Flower trend and outsized gains in Pre-Roll and Vapor Pens implies the brand is reallocating demand toward faster-turn, format-driven segments rather than defending legacy Flower volume.
The mix pivot carries positioning implications: a 226.85% Pre-Roll increase alongside a 72.14% Vapor Pens rise suggests Earl Baker is competing more on convenience and occasion fit than on strain-led depth, while the 17.17% Flower decline and a modest 2.39% Flower month-over-month gain cap near-term rank headroom in that category. The 503.92% month-over-month Vapor Pens jump, paired with a portfolio average price up 18.30% year over year, tilts the brand toward higher-ticket baskets compared with the lower-priced Pre-Roll base at $22.28 and the near-parity Flower price at $27.18. Given a 30.74% Pre-Roll share and 14.10% Vapor Pens share now shouldering growth while Flower carries a 55.17% but declining core, the practical outcome is a positioning that prioritizes velocity in accessible formats to offset Flower softness and to create optionality for moving up the value chain within inhalables.
Competitive Landscape
Earl Baker sits at rank #14 in May 2026, down 2 positions year over year from #12, and 1 position below its February 2026 mark of #13, while still trailing its peak at #7 from November 2024; meanwhile, Theraplant climbed from #8 to #1 alongside a 137.3% year-over-year sales increase, and RYTHM moved from #7 to #4 with 65.5% growth, contrasting Earl Baker’s three-month slippage from #13 to #14 and a two-rank YoY retreat. With Affinity Grow rising from #10 to #5 despite a -6.4% sales change and Let's Burn holding #2, the competitive gap centers on rank mobility rather than absolute dollars, implying Earl Baker’s trajectory points to share pressure that will persist unless it re-enters the top-10 corridor it last touched in November 2024.
Notable Products
Trophy Diesel (1g) posted the steepest decline in May 2026 with a -53.1% month-over-month change while holding rank 8, outpacing the -32.8% drop of Cold Spell Pre-Roll 2-Pack (1g) at rank 7. Early Birds - 1000x 015 Pre-Roll 5-Pack (2g) delivered a +41.0% MoM increase at rank 3, and Early Bird - Infinity Grapes Pre-Roll 5-Pack (2g) rose +35.9% at rank 10, with four of the top ten being Pre-Roll SKUs that collectively point to category depth despite a single Flower setback. The top rank is held by Strawberry Fizz (Bulk) at rank 1 with $24,910 in sales, while Code Red (Bulk) at rank 2 contrasts the Pre-Roll momentum by lacking a MoM lift, indicating a split where Pre-Rolls drive gains as select Flower SKUs contract.
Top Selling Cannabis Brands
Data for this report comes from real-time sales reporting by participating cannabis retailers via their point-of-sale systems, which are linked up with Headset’s business intelligence software. Headset’s data is very reliable, as it comes digitally direct from our partner retailers. However, the potential does exist for misreporting in the instance of duplicates, incorrectly classified products, inaccurate entry of products into point-of-sale systems, or even simple human error at the point of purchase. Thus, there is a slight margin of error to consider. Brands listed on this page are ranked in the top twenty within the market and product category by total retail sales volume.
