NightNight

NightNight’s mix in July 2026 is concentrated in Oil at 83.42% share with 32.07% year-over-year growth and 7.26% month-over-month growth, while Vapor Pens hold 16.11% share with 59.51% year-over-year growth despite a 1.21% month-over-month dip; Edible is 0.37% share with a 73.11% year-over-year decline but a 60.17% month-over-month rebound, and Capsules sit at 0.10% share with a 5.40% year-over-year decline alongside a 5.82% month-over-month lift. Average price fell 0.28% year over year to $33.27 as Oil’s average price sits at 34.14 and Vapor Pens at 29.67, implying category mix rather than broad discounting is steering topline, with total brand sales up 33.63% year over year while the 24‑month trend is down 6.65%. The pattern implies NightNight is leaning into its Oil dominance to drive growth while allowing small, tactical SKU movement in Vapor Pens and micro-categories to manage price bands.

Positioning-wise, a 3rd place rank in Oil in Alberta coupled with Oil’s 83.42% mix and 7.26% month-over-month growth suggests the brand is competing primarily on depth within Oil rather than breadth, while Vapor Pens’ 59.51% year-over-year growth but 1.21% month-over-month decline indicates sensitivity to near-term assortment or inventory timing. With Edible down 73.11% year over year yet up 60.17% month over month at just 0.37% share, and Capsules down 5.40% year over year but up 5.82% month over month at 0.10% share, the tail categories function as optionality rather than core pillars. The implication is a defensible Oil-led stance that can sustain July 2026 momentum, while selective expansion in Vapor Pens provides upside without materially diluting margins or price perception.