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Cannabis-loving revelers haven’t traditionally been known for their restraint on April 20.
So could it follow that marketers have taken a similar no-holds-barred approach to the revered weed holiday, perhaps overstating its importance on the cannabis calendar as the Super Bowl, July Fourth, New Year’s Eve and Black Friday of ganja all rolled into one?
Apparently not, according to cannatech firm Akerna, which predicts that the legal market in the U.S. will rake in roughly $130 million on 4/20 this year, notching a 16% increase over 2021’s record-busting $111 million haul and becoming the largest sales day in history.
In other words, believe the hype.
For the six-day total—starting Friday the 15th through Wednesday, when discounts and promotions are at their peak—Akerna expects sales to climb to $400 million.