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Apr-2026
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Overview
Market Insights Snapshot
Under The Lights has shown a notable upward trajectory within the Vapor Pens category in Illinois. Starting the year outside the top 30, the brand made a significant leap from 57th position in January 2026 to breaking into the top 30 by March. This movement indicates a strong market presence and growing consumer preference, highlighted by their ranking improvement to 24th in March before slightly dropping to 30th in April. Such rapid ascension within a competitive category suggests effective branding and product acceptance, although the slight dip in April may warrant a closer look at market dynamics or competitive actions.
While the Vapor Pens category in Illinois has seen Under The Lights making strides, the absence of their ranking in other states or categories within the top 30 could be a point of concern or an opportunity for growth. The brand's sales figures in Illinois, which peaked in March, reflect a healthy increase and suggest a successful marketing or distribution strategy during that period. However, the lack of visibility in other states might indicate either a focused geographical strategy or potential challenges in expanding their market footprint beyond Illinois. This could be an area for strategic development as the brand looks to capitalize on its momentum in the Vapor Pens category.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, Under The Lights has shown a notable fluctuation in its rankings over the first four months of 2026. Starting at the 57th position in January, the brand made a significant leap to 24th place in March, before slightly dropping to 30th in April. This upward trend in March suggests a successful marketing or product strategy that resonated well with consumers. In contrast, competitors like Timeless and Tales & Travels maintained relatively stable positions, with Timeless consistently ranking higher than Under The Lights by April. Meanwhile, Generic AF and Sol Canna showed varied performances, with Sol Canna making a notable climb from being unranked in January to 31st in April. These dynamics highlight the competitive pressure and the importance of strategic positioning for Under The Lights to maintain and improve its market presence in Illinois.
Notable Products
In April 2026, the top-performing product for Under The Lights was Laughing Buddha Distillate Cartridge (1g) within the Vapor Pens category, maintaining its number one rank from March with sales reaching 1501 units. Super Lemon Haze Distillate Cartridge (1g) also held steady at the second position, although its sales slightly decreased to 937 units from March. OG Kush Distillate Cartridge (1g) climbed to third place, showing a consistent upward trend from its fifth-place rank in February. Grandaddy Purple Distillate Cartridge (1g) dropped to fourth place, continuing its decline from a first-place rank in January. Papayaz Distillate Cartridge (1g) re-entered the rankings at fifth place after not being ranked in February and March, indicating a resurgence in sales.
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.
