Popular culture has traditionally tended to paint a skewed image of the average marijuana user. The typical cannabis consumer – we've been led to believe by media imagery – is invariably a lazy, unmotivated millennial, often black, and typically living paycheck-to-paycheck. As cannabis becomes legalized and regulated across the nation, along with the implementation of seed-to-sale systems that track some consumer behavior at the point-of–sale, more information has become available to shed light on cannabis consumer behavior to help lawmakers and businesses make better informed decisions. What is so far resulting is a portrait of the cannabis industry retail landscape looking an awful lot like the same as the landscape for other retail generally.