Many legalization proponents welcomed the latest sales figures. But they don't necessarily mean the imminent demise of Colorado's black market. "I don’t think the increase in sales necessarily reflects a decrease in the black market, although it may," Brookings' Hudak said in an interview. The sales increase could be due to "increases in marijuana tourism - an industry growing pretty rapidly in the state."
A cultural shift is also likely under way, as more residents dip their feet in the recreational market. "It might reflect a relaxation of state residents where people are coming around and saying 'Ok, this is real, this is legit and I'm not going to get arrested for it.'"
A recent NBC/Marist poll, for instance, found that the majority of Colorado adults - 55 percent - say they favor the legal status of marijuana there. And while the tax revenues from marijuana sales have been slower to materialize than expected, they are picking up steam.
Total revenue from marijuana taxes, licenses and fees topped 7 million dollars in June, and is likely to keep rising as more retail outlets enter the market.
If the latest sales figures do portend a shift from the black market and legal market, it will likely be due to a combination of higher quality and decreasing prices, Hudak said.
One last finding: July marked the first time that Denver County represented less than half of the total marijuana sales. This suggests that the marijuana market in Colorado is truly becoming statewide.