When April 20 hit this year, cannabis consumers across the nation were ready to celebrate 420—the ultimate weed holiday. However, in many places, dispensaries saw a sharp decline in sales, thanks to an unlikely culprit: Easter Sunday. They fell on the same day this year.
April 20, 2023, fell on a Saturday, a prime opportunity for dispensaries to cash in on the high-demand day for cannabis sales. But the Easter holiday—which followed closely behind—caused a huge disruption in Michigan’s marijuana market, and across some other states. Instead of the expected 420 sales boom, retailers saw a surprising 37% drop in cannabis sales compared to 2022.
While many hoped for a high-demand weekend in Michigan’s thriving cannabis industry, many dispensaries closed on Sunday in observance of Easter, further exacerbating the sales slump. This led to a ripple effect, where even loyal cannabis consumers chose family gatherings over their favorite dispensary, leading to weaker sales across the board.
What can we learn from this? The cannabis industry is still susceptible to broader social trends. Family obligations, religious holidays, and local store restrictions all factor into consumer behavior.
Is this a nationwide trend? While Michigan’s sales dip was particularly dramatic, many other states with legal cannabis markets saw similar fluctuations. Whether it’s Easter, Thanksgiving, or another major holiday, cannabis retailers can’t always rely on one big day for sales. Even in established markets, the battle between holiday celebrations and cannabis consumption can affect overall performance.
For cannabis businesses, the lesson is clear: timing is everything. Understanding when the market will be most responsive—without major distractions like Easter—is crucial for maximizing 420 sales. Maybe next time, cannabis companies can embrace the holiday with unique promotions or products designed to integrate cannabis into family gatherings.
To make the most of the next 420, dispensaries should focus on creating marketing strategies that consider both the cannabis culture and the calendar. After all, 420 isn’t just about sales—it’s about creating a shared experience.
Dabbin-Dad Newsroom
420 Sales Drop: Easter Holiday Impact on Cannabis Industry
If you liked this post, say thanks by sharing it
