What Canadian Cannabis Retailers Think Is Working—and What Isn't—After Legalization

Canada's cannabis legalization has produced different retail environments across provinces, and this qualitative study captures the perspective of the people running (or trying to run) the shops in Newfoundland and Labrador.

The researchers interviewed 9 licensed and 9 prospective cannabis retailers—a sample that captures both the experience of operating within the system and the perspective of those trying to enter it.

Licensed retailers described a tension between business viability and regulatory compliance. Restrictive advertising rules, high taxation, and supply chain inefficiencies were cited as constraints on profitability and growth. These aren't just business complaints—they have public health implications. If legal retailers can't compete on price and accessibility with the illicit market, the public health goals of legalization (safer products, age verification, reduced criminal market) are undermined.

At the same time, retailers recognized their potential role in advancing public health objectives. They're the point of contact with consumers and can provide education about responsible use, dosing, and product differences. This dual identity—business operators and de facto public health actors—creates unique tensions.

Newfoundland's framework includes centralized distribution, licensing requirements, and pricing regulations, making it more restrictive than some other provinces. The retailers' perspectives reveal how these well-intentioned regulations can create unintended barriers.