By James Valentine
For years, conversations about pre-roll sales in the cannabis industry have centered around California’s massive market and Michigan’s unmatched volume of consumer purchases. Those states continue to dominate the pre-roll product category, but a region to the east is quietly becoming one of the most important growth markets in cannabis.
Spanning from New York through New Jersey and into Connecticut, the Northeast’s Tri-State region is rapidly emerging as one of the fastest-growing pre-roll markets in the country. And while these states don’t yet rival the industry’s largest markets in total sales revenue or volume, they are leading the nation in one metric that matters greatly to operators and investors alike, and that is growth.
Recent retail data from cannabis analytics firm Headset shows that New York, New Jersey and Connecticut posted some of the strongest year-over-year gains in both pre-roll revenue and unit sales, creating new opportunities for brands looking to establish themselves in expanding markets.
New York is the Market to Keep Tabs On
Among all tracked cannabis markets, New York delivered the strongest pre-roll growth during 2025, with revenues nearly doubling compared to the previous year, climbing 96%, while unit sales surged an even more impressive 120%.
Consumers in the Empire State purchased approximately 16.2 million pre-roll products during the year, generating more than $335 million in sales. Those numbers place New York among the country’s highest-performing pre-roll markets despite the state’s adult-use market still in a relatively early stage of maturity.
Pre-rolls now account for roughly a fifth of all cannabis sales in New York, with category market share rising from 18.7% to 20% entering 2026.
Interestingly enough, this growth occurred as New York maintained the highest average pre-roll prices in the country at approximately $20.47 per product.
With new retail locations opening, additional licenses being issued and cultivation infrastructure continuing to expand throughout the state, continued growth has a supporting cast. As supply chains mature and operators further drive production efficiencies, we expect prices to gradually decline and in turn drive even greater consumer adoption.
For pre-roll brands, New York remains one of the most attractive long-term opportunities in the country.
New Jersey Continues Its Growth
During 2025, pre-roll sales climbed to approximately $171 million in the Garden State, though unit sales experienced even stronger momentum, increasing from roughly 5.6 million products sold to more than 9.6 million.
That translates to revenue growth exceeding 50% and unit sales growth nearing 80%, placing New Jersey among the fastest-growing cannabis markets in the nation.
Pre-roll market share in the state represented approximately 14.7% of cannabis sales during 2025, compared to just 11% one year earlier. At the same time, consumers benefited from declining prices, with the average pre-roll product falling from $13.31 to $11.40 in price – increasing segment accessibility among the broader consumer base.
Unlike New York however, where infused products currently drive much of the category’s value, New Jersey consumers continue to favor classic hybrid pre-rolls, though infused products are gaining strong attention.
Another development that could further strengthen the category is the rollout of cannabis consumption lounges. Because pre-rolls are portable, convenient and ready-to-use, they are perfectly positioned to become a preferred product format in social consumption environments.
Together, these factors suggest New Jersey’s pre-roll market still has abundant room to grow.
While Smaller, Connecticut Growth Remains Strong
Connecticut may not generate the same sales volume as its larger neighbors, but the state’s pre-roll category is expanding at an impressive pace nonetheless.
Through 2025, consumers purchased around 2.2 million pre-roll products, generating more than $41 million in revenue, and though these totals are modest compared to New York and Jersey, Connecticut ranked among the country’s strongest markets for growth.
Unit sales increased more than 41% year-over-year, with pre-roll market share climbing from 12.6% to 14.2%. Consumers also saw prices continue their downward trend, with average pre-roll prices falling from $14.64 to $13.18, further driving demand.
Much like New Jersey, Connecticut’s market has historically been driven by hybrid product sales, however infused pre-rolls experienced the strongest growth in the state during 2025.
Revenue from infused products more than doubled year-over-year, rising from approximately $5.4 million to more than $11 million. This shift mirrors broader national trends as consumers increasingly seek premium products that offer higher potency and differentiated experiences.
Why the Tri-State Region Matters
New York, New Jersey, and Connecticut have emerged as three of the fastest-growing pre-roll markets in the country. New York led all tracked states in both revenue and unit growth, with New Jersey close behind and Connecticut posting strong gains as well.
All three markets are still relatively young, leaving room for retail, cultivation and consumer adoption to grow. Meanwhile increasing competition and production efficiencies are making pre-rolls more affordable, while rising demand for infused products creates increased revenue opportunities.
Combined with the Northeast’s dense population, these trends position the tri-state region as a major growth driver for the category, operators and retailers alike.
For cannabis operators, the region presents a significant opportunity. Additionally, strong consumer demand and a growing interest in premium products create favorable conditions for brands seeking to leverage this market opportunity.
And as competition increases, product differentiation will become more important, with product quality, consistency, branding and innovation helping define long-term success as consumers remain open to discovering new brands and formats.
Looking Toward the Future
While established markets like California and Michigan remain important, much of the industry’s momentum is shifting toward the Northeast.
New York’s rapid expansion, New Jersey’s continued growth and Connecticut’s strong performance suggest the tri-state region will play an increasingly important role in the future of cannabis and pre-rolls alike. And as licensing expands and consumers continue embracing convenient, ready-to-use products, the region is well positioned to become a leading pre-roll market for years to come.