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Market Insights Snapshot
Mischief concentrated 76.36% of May 2026 sales in Flower with year-over-year growth of 106.69% and month-over-month growth of 15.26%, while Pre-Roll held 14.82% share with a 1,612.79% year-over-year surge but a 17.88% month-over-month decline. Smaller lines were mixed: Edible at 4.49% share fell 38.86% year over year but climbed 30.11% month over month, and Vapor Pens at 3.29% share rose 72.89% year over year but slipped 7.69% month over month; Concentrates at 1.04% share dropped 39.79% year over year yet increased 31.57% month over month. The pattern implies a Flower-led scale story that lifted overall brand sales 105.03% year over year while category tail risk remains: Pre-Roll volatility and Edible/Concentrates rebounds suggest tactical gains, but the core dependence on Flower dictates near-term momentum and pricing leverage as the brand sits at rank 7 in Flower in Michigan.
These shifts indicate Mischief is consolidating as a value-forward Flower specialist (average price up 3.25% year over year alongside 24.82 per-unit in Flower) with opportunistic extensions where month-over-month lifts in Edible (+30.11%) and Concentrates (+31.57%) can serve as hedges against Pre-Roll’s month-over-month pullback (−17.88%) and Vapor Pens softness (−7.69%). With May 2026 share concentrated 76.36% in Flower and 14.82% in Pre-Roll, the brand’s positioning favors high-throughput inhalables while maintaining optionality in smaller categories that can absorb demand shifts; the thesis is to reinforce Flower efficiency to protect the rank 7 slot in Michigan while selectively scaling categories showing month-over-month recovery to diversify revenue without diluting the Flower engine.
Competitive Landscape
Mischief sits at rank #7 in May 2026, improving 9 places from #16 year over year, and tightening from #9 three months ago to #7 now; despite peaking at #5 in March 2026, the two-position slip since March pairs with a nine-position annual climb to indicate momentum with recent cooling. Against competitors, High Minded holds #1 but with a -14.5% YoY sales change while Mischief moved up 9 ranks YoY, and Grown Rogue surged to #5 from #29 on 245.9% YoY sales growth, outpacing Mischief’s rank gains even as Mischief maintained a higher peak at #5 in March 2026; meanwhile Goodlyfe Farms advanced from #7 to #2 alongside 66.2% YoY sales growth, highlighting that Mischief’s rank rise is occurring in a segment where faster climbers can displace share. The pattern implies Mischief is consolidating mid‑top‑10 presence but, without an acceleration akin to competitors’ step‑changes, the brand risks being bracketed between leaders shedding volume and aggressive climbers capturing the next openings.
Notable Products
Sherb Cream Pie Pre-Roll (1g) posted the standout movement in May 2026 with a 95.4% month-over-month jump to rank 6, while Blue Dream Infused Pre-Roll (1g) also surged 66.2% to rank 4. Sour Diesel Infused Pre-Roll (1g) held rank 1 with a 28.1% lift, and together these shifts place four of the top ten in the Pre-Roll family, indicating momentum is concentrating in infused formats rather than spreading across categories. This skew toward infused Pre-Rolls, alongside only one Concentrates SKU rising 31.6% at rank 8 and Flower sitting at ranks 9 and 10 without visible month-over-month gains, implies Mischief’s near-term commercial direction is tilted toward higher-potency, ready-to-use formats over bulk flower.
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.
