Why aren’t cannabis basket sizes growing despite a constant influx of new products? Retail expert Wendy Milne explains why adding more high-THC SKUs is often a recipe for market stagnation and how “light” cannabis — products designed for moderation and social functionality — is driving a significant increase in average transaction value. By analyzing data from the Ontario Cannabis Store and Lite Label partners, Milne reveals 58 percent of consumers are actively seeking lower-potency options. Here’s how to reframe the “weak” stigma into a premium social-use case that builds loyalty and captures incremental growth in a saturated market.