In legal cannabis, few frontline roles influence consumer feedback as directly as the budtender. Reviews often describe the product—but the interaction that led to it usually begins at the counter. Evidence from market research, consumer surveys, and academic work suggests the budtender’s impact is meaningful, not marginal.

First, budtenders help determine what gets purchased, especially for newer or occasional shoppers. BDSA has repeatedly found that “recommendation of a budtender” ranks among the top drivers of product choice; one summary reports 26% of adult-use shoppers naming it a main influence, while earlier datasets showed about four in ten shoppers relying on budtender advice. When the person suggesting a product changes, downstream reviews often change with it.

Academic findings echo this pattern. A 2023 review of purchasing behaviors noted that guidance from retail staff can shape what and how people use cannabis, with older adults particularly likely to rely on budtenders. A 2025 survey of budtenders themselves reported that most perceive substantial influence over customer behavior—underscoring the profession’s gatekeeping role.

Second, the quality of the interaction—listening, product knowledge, and responsible communication—can nudge ratings up or down regardless of cannabinoids. Practical guidance stresses classic service fundamentals: don’t make assumptions, ask needs-based questions, and keep recommendations grounded in labeling and verified testing. Consumers publicly praise these habits and criticize the opposite, and those sentiments show up in review threads and brand aggregates.

Third, boundaries matter. Budtenders are educators and guides—but not clinicians. Reputable training resources emphasize avoiding medical or legal advice and instead pointing patients to labeled information and licensed professionals. Staying within scope protects consumers and preserves trust that translates into more credible, useful reviews.

How big is the effect? Consider the typical review journey. A novice asks for help with sleep; a budtender steers them toward a low-dose edible with clear onset and duration guidance. That shopper is more likely to have an experience that matches expectations—and to leave a positive, specific review. Contrast that with a rushed, potency-first upsell; mismatched effects often yield negative or confused ratings. Given how much of cannabis shopping remains in-store—and that roughly a quarter to two-fifths of shoppers report budtender influence, with many saying it’s important to speak to a budtender before buying—their effect on reviews is large and measurable.

What consumers can do: arrive with goals (“relax without grogginess”), share tolerance and past wins, ask for two or three options with trade-offs, and request plain-language dosing and onset tips. What dispensaries can do: invest in evidence-based training, script good discovery questions, and track review themes by budtender to coach consistently. When store culture rewards careful, transparent guidance, consumer reviews become more accurate—and markedly more positive—reflections of real outcomes for shoppers across experience levels.