Grow Up 2025 Insights

1. Budtenders are hungry to expand their skill sets

Budtenders understand that knowledge isn’t just power—it’s progress. Whether it’s deepening product knowledge, mastering compliance language, or refining sales techniques, expanding your skill set is the key to excelling on the floor and beyond. Time and again, we hear from budtenders who are passionate about learning and getting hands-on with education that actually makes a difference.

At CannSell, we hear you—and we’re committed to delivering the kind of training and tools that help you thrive. Our mission and focus is to connect you with meaningful, career-building education that supports both your current role and your future goals.

2. Budtenders are looking for their place in the industry

The budtender role is one of the most visible and influential positions in cannabis retail. It’s often the first point of contact for consumers, and a role that demands a deep blend of product knowledge, people skills, and passion. While it’s considered an entry point into the industry, many of you are looking ahead eager to grow, take on new challenges, and expand your impact. At Grow Up, we saw that drive on full display.

The event served as a powerful space to connect with peers, exchange ideas, and explore pathways into roles like brand reps, marketing, education, and beyond. We’ve already seen countless examples of budtenders levelling up into leadership and specialist roles—and it’s inspiring. If you’re looking to advance, know this: your experience matters. Keep learning, keep showing up, and don’t be afraid to put yourself out there. The industry needs passionate professionals like you to help shape its future.

3. Both large and small budtender-specific events and experiences are needed

Opinions are mixed on this one, but many budtenders we speak to tell us that both large and small events/experiences are valuable. Large events bring loads of your peers together and provide space to interact and consume with friends and colleagues you may not have seen for some time. They also allow you to build relationships with brands that are new or unfamiliar and solidify relationships with brands you’re already acquainted with. Last but not least, they provide access to large quantities of samples, so you get to try many new drops and exciting releases.

On the flip side, smaller events and experiences allow for more relationship building and networking, and typically offer a more customized experience, since fewer people are involved. Some of you mentioned that smaller events can be preferable because they are less intense, less likely to make you feel stressed or anxious, and usually don’t involve having to line up for anything or compete for attention. Speaking of samples...

4. Samples are welcome – but only appreciated when paired with education and intention

Let’s be honest - getting a grab bag of goodies might have felt exciting as a kid, but today’s budtenders are looking for more than just freebies. You're curious, informed, and eager to understand the why behind each product. What we consistently hear is that you value purposeful engagement. A pre-roll tossed into your tote without context isn’t helpful - it’s forgettable.

What makes an impression is a real conversation: learning about the cultivar, understanding the terpene profile, hearing the story behind the brand. That’s what equips you to make authentic recommendations to your customers and that’s what makes a sample worth your time. For brands and event organizers, the takeaway is clear: bring the education, not just the swag (but don't forget the swag).

5. Authenticity is more than a buzzword; it’s all that matters

With experience comes insight, and seasoned budtenders have developed a sharp sense of authenticity. You’ve seen the wide range of people drawn to this industry, and you’ve learned to distinguish between those who are genuinely here for the right reasons—from those who aren’t. You recognize the ones who truly care about product quality, who respect budtenders as professionals, and who are working to make cannabis better for everyone. That clarity is powerful—it protects culture, elevates standards, and builds stronger connections.

We see that, and we salute it. Keep trusting your instincts and keep surrounding yourself with the people who match your energy and your values. That’s how we all move forward and build this industry together.

At this year’s Grow Up Conference, I had the privilege of joining an inspiring panel of professionals—every one of us a former budtender—who have carved out careers in cannabis through curiosity, grit, and a genuine love for building this industry.

One message resonated across our conversation: being a budtender isn’t just a job—it’s a launchpad.

We reflected on the early rollout, when there was no clear roadmap and companies were starting up and failing just as fast. We built our careers by leaning into that chaos, chasing our curiosity, staying adaptable, and a through line was how important the people around us were in helping us build our careers. Now, we’re all here to help create that roadmap for the next wave of talent.

Budtending builds a skill set that’s as unique as it is valuable: product expertise, customer empathy, team leadership, and a front-row view into how cannabis actually works. That foundation translates directly into roles like:

Brand Representative or Territory Manager: applying your product knowledge and sales instincts. You know what customers are looking for and what moves the needle.
Event & Experience Coordinator: shaping how consumers can meaningfully interact with cannabis and knowing what people inside and outside of the industry are curious about.
Education & Training Lead: empowering others with the knowledge and skills you've acquired while on the job.
Retail Management: thoughtfully curating the in-store experience and running shops with the expertise you gained on the front lines.
Category Manager or Corporate Buyer: you know the SKUs, the competition, and how to position brands and companies to get ahead in a highly competitive space.

Another key takeaway that stood out was: the power of intentional relationships. Whether you’re chatting with a brand rep, learning from your store manager, or connecting with peers at events—those moments matter. They build your network, open doors, and remind you that you’re part of a growing, evolving community.

As someone who’s walked that path, I’m passionate about intentional mentorship. Whether it’s a quick career convo or long-term guidance, I believe we all have a role to play in lifting others up. There’s room for all of us to grow, and you can go fast alone, or far together.

So, if you’re a budtender wondering what’s next: keep showing up, stay curious, and don’t lose sight of your dreams. Every shift, every customer, every question you ask—it’s all laying the groundwork for what comes next.

We see you. We believe in you. And we’re here to help you build your place in this industry.

I want to give a heartfelt thanks to all of the other amazing panelists for sharing their journeys and to our incredible moderator – looking forward to the next one!

Moderator:

Imran Rashid, Owner @ Extractwise (Pro Tip: if you want to level up your knowledge on extracts, check out Extractwise)

Co Authored By:

Tamara Lilien, Cannabis Educator and Consultant, CannaLily Consulting (Instagram)
Nayyir Sunderji, Director of Business Development @ CannSell by WKT

Insights from Grow Up 2025: Budtending as a Career

Insights from my Grow Up Panel: Budtending is a Launchpad, Not Just a Part-Time Gig