What You Can Learn From the Top 5 Cannabis Sales Days of the Year

There are a few days on the calendar each year that elicit a near-Pavlovian response from cannabis fans. There's April 20, of course, the global celebration of ganja. And Green Wednesday, the day before "Danksgiving," known for being a stock-up opportunity before family gatherings. Those two days are considered endemic holidays, meaning they’re so closely tied to the cannabis industry that devotees can claim them as their own special events, using them as springboards to build community, host (mostly virtual) parties and post memes around a shared passion. Not surprisingly, 4/20 and Nov. 24 were among the biggest cannabis sales days in 2021, coming in at No. 1 and No. 3 respectively, according to research from cannatech firm Akerna. But the full Top 5 might surprise you: 5. The Friday before Labor Day (Sept. 3) 4. The Thursday before Christmas (Dec. 23)3. Green Wednesday, the day before Thanksgiving (Nov 24)2. Black Friday, the day after Thanksgiving (Nov. 26)1. April 20 April 20 alone rang registers to the tune of $111.8 million, per Akerna, making it the largest cannabis sales day ever in the U.S. In fact, each of these top days made history, with Ahrendt noting that the biggest sales day in 2020, which was Dec. 31, “wouldn’t have even made it on the Top 5 chart in 2021. Along with boosting the bottom line of the $25 billion legal cannabis business in America, the heaviest buying days of 2021 provide a valuable look into today’s cannabis consumer for marketers at dispensaries, brands and delivery services. Here are five takeaways about weed fans gleaned from the sales data: 1. They gravitate to discounts and plan ahead In a 2021 consumer insights report, BDSA found that price is one of the top three factors in consumer purchasing decisions, and cannatech firm Flowhub noted that nearly 40% of transactions during the Christmas and New Year season included a discount, up from 18% on a typical non-holiday. “Being really promo-driven at certain times of year helps to bring in new canna-curious consumers,” Kate Miller, co-founder and CEO of Miss Grass, told Adweek. “It also appeals to legacy users who are looking for deals.” 2. They don't care who knows If consumers were inclined to hide their consumption of flower, tinctures, edibles and other THC-spiked products in the past, they’re less likely to do so anymore, even when getting together with family at the holidays. Normalization is in vogue, even though some stigmas and stereotypes stubbornly remain. So far, 36 states have legalized for medical use, recreational sales or both—with more on the way. “My guess is that people no longer feel the need to conceal or abstain from their cannabis consumption when they travel home or are in certain friend groups,” said Juanjo Feijoo, CMO and COO at Weedmaps. 3. They're feeling more included in holidays Cannabis consumers are excited to be catered to and included. It creates a feeling of acceptance and celebration in the community and drives up sales.—Kate Miller, CEO, Miss Grass It’s a relatively new phenomenon that brands, delivery services and dispensaries are latching onto mainstream holidays as a marketing hook. Miss Grass' Miller, for one, thinks consumers may have felt excluded in the past from many of the traditional festivities. “Cannabis consumers are excited to be catered to and included,” she said. “It creates a feeling of acceptance and celebration in the community and drives up sales. People are motivated to purchase cannabis almost as a rebellious and joyous rally call—‘I’m going to celebrate this time the way I like to!’” Watch for some examples of this trend in the weeks ahead, as weed marketers prep for major events like Super Bowl, Valentine’s Day and St. Patrick’s Day. 5. They take advantage of long weekends and extra downtime While no one can fully explain the presence of Sept. 3 on the top-five list—why Labor Day?—industry mavens think the end of summer and a three-day weekend may account for the burst of sales. Akerna has seen the Friday before Labor Day pop up in the top-10 for a few years, Ahrendt said, pointing to backyard barbecues, an extra day off work and the start of the NFL season as potential factors. It can feel like a last hoorah for the carefree hot-weather season, Feijoo said, just before “it’s time to get back to the grind. And it’s one of the less family-focused long weekends, which often lend themselves better to recreational consumption.” Bonus takeaway: They remain devoted to 4/20 With roots that date back to the 1970s, April 20 has attained almost mythical status, and even mainstream brands have jumped in with stunts, discounts, content and promos. Weed brands treat it like the Super Bowl, New Year’s Eve, July Fourth and Black Friday rolled into one, and newbies and loyalists alike respond in droves, tuning into live digital concerts and socially-minded mini-conferences. They also take full advantage of price breaks and BOGO offers. “Retailers and brands are fully embracing it, leading to continued strength in sales,” Feijoo said. “And in the context of 2021 in particular, 420 came right as the winter wave of Covid-19 was dying down in the U.S., vaccines were starting to become more readily accessible, which led to a lot of pent-up desire to congregate and celebrate the day safely.” Legal Cannabis Could Become a $30 Billion US Industry in 2022. Here's Where It Will Grow