When someone smokes, they use rolling papers every single session. That's why branded rolling papers are such an effective item to put your name on. Custom grinders and lighters are great merchandise, but a customer only needs one of each. Papers get used up, which means repeat exposure and a reason to come back to your counter. For dispensaries, smoke shops, and cannabis brands, custom printed papers and cones are one of the cheapest ways to keep your name top of mind.
Booklets vs pre-rolled cones
You have two main product choices: custom booklets or pre-rolled cones. Booklets are packs of flat papers with printed covers, sometimes with magnetic closures, built-in trays, or filter tips. These are extremely cost-effective per unit and very easy to distribute. Pre-rolled cones come ready to fill, packaged in boxes complete with your brand on them, and they are what most dispensaries running in-house pre-roll programs order. Booklet covers provide the most printable real estate, while cones keep your brand visible at the moment the product is being used.
Popular starting points include magnetic-closure booklets with tips, the king size 5-in-1 booklet with built-in grinder and tray, and king size cones by the box.
Choosing the paper itself
The type of paper matters more than you might think. Standard bleached paper burns evenly and prints well, but more and more customers are looking for unbleached or organic hemp papers, and carrying those options signals quality. Sizes follow the same conventions as the big paper brands: single wide, one and a quarter, and king size cover almost everyone. If you only carry one size, make it one and a quarter, since it is the default size most rollers reach for.
Not sure which stock to pick? Our organic rolling papers guide and rolling paper size guide break down the options.
What printing actually looks like
Most of the printing is done on the packaging, not on the smoking paper itself. The covers of booklets and boxes of cones can carry full-color printing, foil accents, and matte or gloss finishes. The paper itself can carry a subtle watermark logo pressed into the sheet, which smokers notice and remember. Keep the cover artwork bold and simple so it reads from arm's length, whether it ends up on a shelf or in a sale photo.
Wholesale pricing and reorder rhythm
Wholesale pricing for custom rolling papers is tiered by quantity. Ordering a small run for an event or to test a design is very affordable, but the cost per booklet begins to drop significantly at the 500 and 1,000 booklet marks. Dispensaries typically reorder on a quarterly basis once they get a handle on how quickly branded packs sell as add-on items at the register. Custom rolling papers have the lowest cost per impression of almost any branded product, because every sheet in the booklet is a separate impression of your brand.
How shops and brands use them
The most effective programs pair papers with the rest of the counter. Sell branded booklets next to your grinders and trays, include a free pack with purchases over a spend threshold, and drop them into event gift bags. At launch events, custom cones printed with your brand are the giveaway people actually line up for. Because papers are consumable, they also make a natural loyalty reward that costs far less than a discount.
Branded papers work best alongside the rest of a counter program — see our guides to personalized lighters and custom rolling trays.
Getting started
To get started, only two things are needed: your artwork and a size decision. A production designer creates a template for the booklet or box, overlays your logo onto it, and sends you a proof for approval before anything goes to print. A standard job takes approximately three weeks from proof approval. As a rule of thumb, if the products are for an event, allow a month; if you are stocking a store, start with a medium-sized run and let the reorder data tell you the optimum standing quantity.
Compare all options in the custom rolling papers collection.
