Time Machine

Time Machine’s category mix in July 2026 concentrated 57.29% of sales in Pre-Roll with a year-over-year decline of 24.33% and a modest month-over-month dip of 0.55%, while Flower rose to 42.71% share with a 49.53% year-over-year increase and a 10.08% month-over-month gain. Despite a 4.31% year-over-year decrease in average price to $30.32, Pre-Roll pricing sat higher at $36.40 versus Flower at $24.78, indicating that volume is shifting toward lower-priced units even as the higher-priced Pre-Roll core contracts. The overall brand posted a 7.79% year-over-year sales decline against a 15.41% two-year contraction, and a rank of 17 in Pre-Roll in California contextualizes the category’s headwind; the pattern implies that accelerating Flower growth is cushioning broader declines driven by Pre-Roll softness.

The shift toward Flower — up 49.53% year-over-year and 10.08% month-over-month while Pre-Roll fell 24.33% year-over-year and 0.55% month-over-month — implies a repositioning from a Pre-Roll-led identity to a two-pillar mix where Flower now carries nearly 43% of revenue. With Pre-Roll still the largest slice at 57.29% but losing momentum, and the brand’s average price down 4.31% year-over-year against higher Pre-Roll price points of $36.40, the mix suggests demand elasticity is favoring lower-priced formats that can expand unit throughput without recovering the prior Pre-Roll rank of 17 in California. The implication is that sustaining growth will require leaning into Flower’s share gains while stabilizing Pre-Roll, as the current blend reduces revenue risk from further Pre-Roll declines but caps near-term pricing power.