Herbies Seeds Research: The U.S. Cannabis Grower Profile – Who’s Growing and Why?

The image of the grower, as commonly perceived, is long overdue for reevaluation.

A new study by Herbies Seeds, involving 1,294 growers from across the U.S., reveals that in 2025, the typical grower is a financially stable adult with broad interests and a balanced outlook on health and economics. This is the real face of the home cultivation community.

Methodology:

The study was conducted by the Herbies Seeds Research Center. A total of 1,294 cannabis growers from across the U.S. participated. Respondents who reported growing more than three plants were classified as “experienced growers” (929 participants), while those who had grown fewer than three were classified as “beginner growers” (365 participants). The research included structured questionnaires as well as in-depth interviews and was carried out over a 28-day period.

Men dominate, but female growers are on the rise

Among experienced growers, 90.2% are male, and 8.2% are female. Among beginners, 75.1% are male, while 24.9% are female. Growing is gradually becoming more inclusive.

The age profile is strikingly different:

Experienced growers:

• Under 26: 0.3%

• 26-35: 11.4%

• 35-45: 25.5%

• Over 45: 60.5%

Beginner growers:

• Under 26: 11.5%

• 26-35: 17.9%

• 35-45: 31.6%

• Over 45: 39%

This suggests that growers are, first and foremost, mature individuals – far from the stereotype of millennials secretly growing in their closets.

Geography and employment: growers are middle-class Americans

The highest concentration of growers is in Ohio, followed by New York, Virginia, Texas, and Florida.

Top states for experienced growers:

• Ohio: 13.0%

• New York: 8.3%

• Virginia: 7.4%

• Texas: 5.5%

Top states for beginner growers:

• Ohio: 11.2%

• Virginia: 7.1%

• Texas & Florida: 6.8%

  

Employment status:

• Experienced growers: 42.9% are employed, while 48.1% of beginners are employed.

• Entrepreneurs: 20.8% of experienced growers are entrepreneurs, compared to 16.5% of beginners.

• Unspecified employment: 27.3% of experienced growers and 26.1% of beginners did not disclose their employment status.

Income: a portrait of middle-class growers

To understand the financial profile of growers, it's important to consider the context. According to the U.S. Bureau of Labor Statistics (BLS), the average weekly salary in the first quarter of 2025 was $1,194, or $62,088 annually. The median household income, according to SmartAsset and the Census Bureau, is $80,610, while in major cities, an individual needs at least $85,000 annually for a comfortable life.

However, these figures don’t capture the full picture, as factors like region, profession, education, gender, and age influence income levels.

Income distribution among experienced growers:

• Under $20,000: 8.5%

• $20,000-40,000: 21.9%

• $40,000-60,000: 28.74%

• Over $60,000: 40.82%, with 15.3% earning over $120,000

Income distribution among beginners:

• Under $20,000: 14.6%

• $20,000-40,000: 20%

• $40,000-60,000: 29.5%

• Over $60,000: 35.9%, with 7% earning over $120,000

Both experienced and beginner growers earn over $60,000 annually, but the second-largest group earns under $40,000 per year. Thus, growers predominantly represent the middle class, with a tendency toward higher incomes, especially among experienced growers.

The correlation is clear: the more experienced the grower, the higher their financial stability. This could be attributed to both their older age and personal traits like discipline, practicality, and independence. In this context, growing is not just a hobby, but a lifestyle choice that reflects people’s ability to plan and invest in themselves.

Hobbies: gardening as a cultural intersection

Gardening is the top hobby for both experienced (23%) and beginner (21.7%) growers. For experienced growers, fishing and hunting (12%) take second place, while beginners lean towards music (10.9%). Sports and technology are also popular among beginners, though more evenly distributed.

This survey shows that a love for plants is a universal motivator, uniting generations and both groups. It also suggests that growing is often viewed as a hobby.

Why they grow: motivation shifts with experience

Among experienced growers, the top reason for growing is saving money (25%). Health comes in second (20%), followed by a passion for gardening and controlling the quality of the product.

Experienced growers:

• Money saving: 25%

• Health benefits: 20%

• Passion for gardening: 15%

• Quality control and safety: 12%

• Personal use and enjoyment: 10%

Among beginners, health (25%) is the top motivator, followed by money saving (20%), but with more emphasis on learning, experimentation, and control over the effects.

Beginner growers:

• Health benefits: 25%

• Money saving: 20%

• Personal use and quality control: 15%

• Curiosity and learning: 10%

• Legal changes: 10%

This reflects different entry points: beginners are drawn to growing out of curiosity or medical needs, while experienced growers act more rationally, focusing on cost savings and quality.

Goals: self-sufficiency and quality are key

For experienced growers, the most common goals are quality (22%), self-sufficiency (20%), saving money (15%), and experimentation (12%).

Experienced growers’ goals:

• Quality product: 22%

• Self-sufficiency and personal use: 20%

• Money saving: 15%

• Experimentation and learning: 12%

• High yields: 10%

• Health benefits: 8%

Among beginners, personal use is the top priority (22.6%), followed by medical needs (20.2%), saving money (16.7%), and quality (14.3%).

Beginner growers’ goals:

• Personal use and independence: 22.62%

• Health and medical use: 20.24%

• Money saving: 16.67%

• Quality and control: 14.29%

• Hobbies and entertainment: 11.9%

• Learning and skill development: 9.52%

Experienced growers focus on sustainable results, while beginners focus on learning and meeting their personal needs.

Purchasing behavior: beginners buy more but harvest less

Beginners tend to order seeds more frequently: 43.6% of them do so more than four times a year, compared to only 22.9% of experienced growers. However, 89.3% of beginners have harvested no more than two crops, while 64.4% of experienced growers have harvested four or more crops. This indicates that beginners are still experimenting, while experienced growers have found their preferred method.

Price sensitivity:

Among experienced growers, 40% are willing to pay over $50 for a 3-seed pack, while only about 25% of beginners are willing to do so. Conversely, nearly twice as many beginners opt for the lowest price range (up to $20).

Price preferences:

• Experienced growers:

  • Under $20: 5.99%

  • $20-30: 31.05%

  • $31-45: 22.13%

  • $50-60: 25.31%

  • Over $60: 15.53%

• Beginner growers:

  • Under $20: 10.28%

  • $20-30: 30.14%

  • $31-45: 28.37%

  • $50-60: 12.77%

  • Over $60: 12.77%

Experienced growers value genetics and are willing to pay for results, while beginners are more cautious with their spending, as is logical for newcomers.

Payment and delivery preferences: convenience and anonymity matter most

Both groups prefer using credit cards for cannabis seed purchases, but beginners are more likely to use mobile payment services like Cash App and PayPal (33.5% vs. 28.1% among experienced growers).

Payment preferences:

• Experienced growers:

  • Credit/debit cards: 54.2%

  • PayPal: 15.1%

  • Cash App: 13.0%

• Beginner growers:

  • Credit/debit cards: 49.3%

  • Cash App: 19.0%

  • PayPal: 14.5%

Discreet shipping remains the most preferred delivery method, chosen by about 60% of both groups, reflecting a continued desire for privacy despite legalization in many states.

Shipping preferences:

• Experienced growers:

  • Discreet shipping: 59.9%

  • Standard shipping: 36.2%

• Beginner growers:

  • Discreet shipping: 60.9%

  • Standard shipping: 26.6%

What matters when choosing a strain: potency, effects, and yield

THC level is the main criterion for choosing seeds for both experienced (15%) and beginner (12%) growers. However, experienced growers are more likely to focus on practical aspects, such as the cultivation method (10%), yield (10%), and growing time (9%). Beginners, on the other hand, tend to prioritize the effect of the strain (13%) and taste (10%).

Experienced growers:

• THC level: 15%

• Effect: 12%

• Yield: 10%

• Cultivation method: 10%

• Growing time: 9%

Beginner growers:

• Effect: 13%

• THC level: 12%

• Taste: 10%

• Yield: 9%

• Cultivation method: 7%

Summary: who is the grower?

The modern grower is no longer a teenager in a basement but an adult with a stable income. They grow cannabis for quality, autonomy, savings, and health. Among beginners, women and young people are increasingly common, signaling an expanded audience and a reduction in stigma.

Growing is becoming part of everyday culture: conscious, stable, and diverse. The difference between beginners and experienced growers lies in their approach and goals, but the core values of quality, control, health, and freedom are shared by all.

Herbies Head Shop expressly refuses to support the use, production, or supply of illegal substances. For more details read our Legal Disclaimer.