Hallmark hasn’t leveraged its formidable marketing muscle to promote 4/20 — not yet, at least. Nevertheless, an analysis by a cannabis industry source of data intelligence finds that April 20 and the days surrounding it have clearly, and emphatically, emerged as the cannabis industry’s principal holiday, with dramatically boosted sales.
One thing 4/20 has in common with more traditional holidays like Halloween and Valentine’s Day — lots and lots of candy!
BDS Analytics’ close analysis of cannabis sales during last year’s festivities, based on hundreds of thousands of retail transactions worth millions of dollars in Colorado and Washington, draws a range of fascinating 4/20 conclusions. Among them:
• The four days leading up to, and including, 4/20 in Colorado captured three of the most lucrative cannabis sales days during all of 2015.
• Washington’s sales were less dramatic, at least when compared to the months following 4/20. But 4/20 sales did spike, and BDS Analytics anticipates sales this year tripling or even quadrupling last year’s numbers.
• Sales in Colorado this year should exceed $5 million per day from Friday, April 15 to Wednesday, April 20. One of the days should exceed $6 million.