According to cannabis data company BDSA analyst Brendan Mitchel-Chesebro, looming inflation across the U.S. has not negatively affected the cannabis industry. “While inflation has been an issue over the past year, legal cannabis markets have seen significant price compression since late 2021,” Mitchel-Chesebro said. “BDSA retail sales tracking data show that equivalent average retail prices fell about 26% across mature markets between January 2022 and January 2023, so while inflation may be hitting consumers hard, legal cannabis has only become more affordable.”

According to Forbes, BDSA predicts that nascent cannabis markets such as Arizona, Florida, Illinois, Maryland, Missouri, New Jersey, and Pennsylvania will all see a significant increase in total dollar sales.

BDSA also suggests that because 420 falls on a Thursday, that Thursday will obviously see the biggest increase in cannabis sales. In 2022, data collected by Akerna showed that while April 20 was the biggest day for sales, the second biggest day was actually the Friday prior to the holiday.

“BDSA seasonality data shows consistently heightened sales on 420,” said Mitchel-Chesebro. “The date’s importance within cannabis culture naturally leads to more retail traffic and sales on 420, and retailer efforts to capitalize through advertising, promotions, and discounts enhance that innate consumer enthusiasm.”

BDSA suggests that the big discounts will be seen in more mature markets, due to the already gradual decrease of retail prices seen over the past year in comparison to newer cannabis markets. Additionally, inhalable products are likely to see the biggest discounts.

BDSA recently analyzed data from Missouri in particular earlier this year, which has a smaller population than most other legal states but is expanding rapidly. “The ‘Show Me’ state launched adult-use sales in February 2023, giving the state the second-shortest timeline from legalization to launch of adult-use sales,” BDSA wrote. “Adult-use sales are expected to bring in ~$650 million in 2023, bringing total sales for the year to ~$958 million. BDSA forecasts Missouri to join the ‘billion-dollar cannabis market’ club in 2024, with total sales expected to reach ~$1.1 billion and grow to ~$1.4 billion by 2026.”

Other trends are beginning to change in cannabis this year with some cannabis companies offering April 20 as a paid holiday. “4/20 is a day to show appreciation, love and respect for cannabis and its power to help amplify the health and happiness that people experience in their daily lives,” said the Director of Retail and Customer Engagement, Sian Leininger, from the Massachusetts-based retailer Temescal Wellness. “For us, it’s a day to celebrate our employees, whose passion, knowledge and true dedication inspires their unparalleled service to our customers and our community all of the other days of the year.”

Another study from Leafly shows that 39% of consumers are planning on taking time off to celebrate the holiday in some capacity as well. In addition to that, 70% of consumers said that they are interested in trying infused beverages or beverage-enhancers this year, and 73% said that they would be consuming after 5 pm because April 20 lands on a Thursday.

April 20 celebrations and events are in full swing now, and there are more unique products, collaborations, and more happening in honor of the holiday. The monthly dog subscription known as Bark Box is offering a 420-themed box with toys that look like cannabis paraphernalia. Publicity stunts like the cannabis edibles company Zen Cannabis made a 420-pound chocolate bar that measures nine feet by four feet. A giveaway for a Huracán Evo Purple Lamborghini in Las Vegas invites consumers to buy more than $200 in exotic cannabis to enter.

Last year, the free gathering in San Francisco for 4/20 Hippie Hill was a huge success as the first 4/20 celebration with legal cannabis sales. This year it continues to grow, with Grammy award-winning musician Erykah Badu hosting the event.

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A recent report released by AYR Wellness discovered shifting trends and popularity of cannabis consumption activities on 4/20. More than 900 cannabis consumer participants, ranging in age between 21-74 years old, were asked a variety of questions between February and March.

According to AYR Wellness President and CEO David Goubert, the study sheds some new light on cannabis continuing to grow in popularity. “Our 4/20 survey proves that the unofficial cannabis holiday continues to hold a special place in the hearts of consumers, with nearly 40% planning to take off work to celebrate,” Goubert said, according to Forbes. “The data also uncovered some compelling findings around how people prefer to consume cannabis—from who they consume with to formats they prefer consuming with—that AYR can use to create more meaningful engagements with our customers.”

Goubert referred to the statistic that 39% of participants stating that they were planning on taking time off for 4/20. Additionally, 31% of participants said that 4/20 is a “special occasion” (and specifically 42% of medical cannabis consumers also believe that 420 is a “special day”).

However, 71% of participants said that their consumption habits won’t change on 4/20, while 23% said that they plan to consume more cannabis than they usually do.

For those who admitted that they plan to celebrate, 70% of them said that they were interested in trying beverages or beverage enhancers. For those who prefer flower, the study also found that 61% of participants choose to break up their flower with their hands rather than use a grinder (an answer shared by 73% of those between the ages of 55-74).

April falls on a Thursday this year, and because it lands on a weekday, 73% of consumers said they’ll be consuming after 5pm (and 47% will consume later in the evening after 10pm). While 78% of consumers intend to consume on their own, 43% are “somewhat comfortable” spending time with others while using cannabis, 45% said they are “somewhat comfortable” being under the influence in public, and 44% are “somewhat comfortable” consuming at a social gathering where cannabis is not being consumed by everyone involved.

A new trend is also beginning to rise for some cannabis companies who have opted to give their employees paid time off to celebrate the holiday, such as Massachusetts-based Temescal Wellness. “4/20 is a day to show appreciation, love and respect for cannabis and its power to help amplify the health and happiness that people experience in their daily lives,” said Temescal Wellness Director of Retail and Customer Engagement Sian Leininger. “For us, it’s a day to celebrate our employees, whose passion, knowledge and true dedication inspires their unparalleled service to our customers and our community all of the other days of the year.”

Likewise, Sacramento-based Conception Nurseries announced on April 6 that April 20 would be a paid holiday as well. “The paid holiday is the company’s way of showing gratitude for the hard work and dedication of our employees,” said Conception Nurseries founder and CEO, Kevin Brooks. “Taking the day also gives us a chance to reflect on what our hard work in this industry is for—where we have come from and where we are going.”

April 20 events are returning in full swing this year now that the dangers of the pandemic have subsided, and sales are expected to break more records. Last year, $485.3 million in cannabis sales was collected over the entire time frame between Friday, April 15 and Wednesday, April 20, according to data collected by Akerna. A recent report from Fortune projects that the cannabis industry as a whole could reach up to $35.5 billion by the end of the year, and approximately $57 billion by 2028.

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According to Temescal Wellness Director of Retail and Customer Engagement, Sian Leininger, this honors both cannabis culture as well as employees. “4/20 is a day to show appreciation, love and respect for cannabis and its power to help amplify the health and happiness that people experience in their daily lives,” Leininger said in a press statement. “For us, it’s a day to celebrate our employees, whose passion, knowledge and true dedication inspires their unparalleled service to our customers and our community all of the other days of the year.”

The paid holiday extends to retail employees, as well as production facilities and corporate offices as well. Leininger added that closing up shop on one of the biggest days of the year isn’t as important as the wellbeing of their employees. “One of our core company values is wellness—and that means the wellness of our customers, our community, and our entire team,” said Leininger. “While 4/20 is one of our most profitable days, we hope making it a paid holiday off for our team elevates it as a day for everyone to celebrate cannabis and the community around it.”

To supplement the April 20 holiday closure, Temescal Wellness is offering various price offers and “its most comprehensive menu to date” throughout the month of April.

According to a 2022 sales report from Akerna, cannabis sales were high during the entire week and weekend leading up to the unofficial holiday. Last year 4/20 landed on a Wednesday, and while that day did see the highest amount of money collected from sales between April 15-20, sales from Friday, April 15, 2022 were a close second. The data company also recorded that sales overall in 2022 were less than that of 2021.

This year, 420 is gearing up to be another massive celebration of the plant. Many events are returning, some for the first time since the pandemic hit. 4/20 at Hippie Hill in Golden Gate Park, San Francisco will not only be returning in full swing, but it’s also live streaming the event for those who can’t attend in person (for a fee). The Mile High 420 Festival returns to Civic Center Park in Denver, Colorado on April 20 as well. The National Cannabis Festival will be held at the RFK Festival Grounds in Washington, D.C. on April 22. Even Willie Nelson, who’s turning 90 this year on April 29, is holding a one-of-a-kind concert at the Hollywood Bowl in Los Angeles, California that features not just him, but a massive cast of musicians.

April 20 has gone from underground, “unofficial” holiday to actual holiday over the past few years, as medical and recreational legalization has spread throughout the country. Like many other holidays, such as Saint Patrick’s Day or Christmas, the origin of 420 has become a legend. There are many variations of its origin and who was involved, but most believe that students of San Rafael High School in San Rafael, California (referred to as the 420 Waldos) coined the term to secretly communicate a meet-up time to smoke cannabis at the campus statue of Louis Pasteur. 

High Times Magazine Editor-in-Chief Ellen Holland went to check out the statue last year, but the statue was in storage until campus construction was completed. Her 420 pilgrimage of sorts led her to a few 4/20 parties as she detailed her journey in her article “Finding 420.”

Do you think that April 20 should be a paid holiday for everyone who works in the cannabis industry? How would you choose to celebrate if you got the day off? Let us know in the comments!

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Wow, America. You bought a ton of weed this July 4 weekend. We’ve got the deets on the data.

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Data and market intelligence company Headset released a report on March 15, entitled “Understanding 4/20 cannabis holiday & consumer purchasing trends,” which projects that 2022 will be one of the biggest holidays yet for cannabis sales. The data is collected by Headset’s own software, which examines real-time sales from participating retailers. “April 20 has been the largest single day of retail cannabis sales each year since legalization (with one notable exception), so we understand that it’s a pretty darn significant day,” the report states in its introduction. “We also know that there are some consistent patterns on 4/20 each year: sales surge, customers enjoy massive discounts, and certain categories are more popular than others.”

The report analyzes data collected from various retailers in Arizona, California, Colorado, Illinois, Massachusetts, Maryland, Michigan, Nevada, Oregon and Washington, as well as the Canadian provinces of Alberta, Ontario, British Columbia and Saskatchewan. Data is reviewed by analyzing sales that occurred during the last four weeks prior to April 20, 2021 (reviewing March 23, March 30, April 6 and April 13 of that year).

In the US, from March 2021 to February 2022, flower market share dropped from 46% to 41%, but saw an increase in market share for pre-rolls (25%), vape pens (14%) and edibles (11.9%). “Pre-Roll market share has been slightly more volatile, rising quickly through most of 2021, only to decrease during the end of the year and then increase again in the opening months of 2022. This is a great example of how much can change during a year of cannabis sales!” Between 2020 and 2021, major product categories that rose in percentage included Concentrates, Flower, Edible, Pre-Roll, Vapor Pens and Capsules. This excludes “Tincture & Sublingual” and Topical, which decreased by 4% and 33%. Beverages remained nearly constant between the two years, showing a 4/20 sales increase in 2020 at 184%, and in 2021 at 183%.

Gender and age group consumption data also shifted in the past year. Sales by female customers increased by 140% four weeks prior to 4/20, whereas male customers “had a slightly lower response” at 107%. In regards to age, Headset shared that younger customers were more excited about 4/20 than older customers. “Sales to the Generation Z group came pretty close to tripling on 4/20 last year, while sales to the Gen X and Baby Boomer groups didn’t even double. It would make sense that the continued caution of COVID may have influenced this trend,” the report explained. “Younger customers may have been more willing than older customers to risk exposure to the virus in order to celebrate 4/20 at a dispensary. However in our sales data we see a similar trend in 2019, which is before any of us had heard the word ‘coronavirus.’”

Headset concludes its report by offering advice to cannabis business owners who seek to benefit from the holiday. “Make sure you understand what your customers want and keep your shelves stocked appropriately, or you could risk losing loyal customers to the competition,” the report recommended. “You also want to make sure your strategy considers the potential of turning new or infrequent shoppers into loyalists and more frequent customers since the day sees significant lift in transaction volume by various customer groups.”

Another data company that covers the various intricacies of the cannabis industry, New Frontier Data, recently projected that cannabis sales could hit $51 billion by 2025. New Frontier Data Founder, Publisher and Executive Chair Giadha A. DeCarcer, explained in the introduction of that report that the past two years have shown immense growth in the industry across the board. “In just two years’ time, the number of countries having legalized some form of cannabis has increased from 50 to 70, and there are now 10 countries legalizing adult use, almost a twofold increase from 2019. As legal markets across the globe continue to evolve, we have found that regulatory structures and societal norms vary greatly, and each country, region and market require a nuanced approach to quantifying, qualifying and understanding them.”

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First announced on “Twosday” February 22, or 2.22.22, Rohan Marley, son of the legendary Bob Marley, plans to launch Lion Order, a cannabis and CBD lifestyle brand that truly reflects the values of both the Marley family and cultivator Heavyweight Heads. Marley plans to launch the brand, fittingly, on April 20.

Marley played professional football in the Canadian Football League with the Ottawa Rough Riders, and currently performs as a musician periodically with his siblings. He shares his father’s affinity for the herb, both for spiritual and medical reasons. The Lion of Judah is a prominent symbol in the Rastafari faith—representing Emperor Haile Selassie I and as a symbol of strength.

“Lion Order represents the Lion of Judah,” Marley said. “The way of man, Strength, Power, Courage, Determination. Doing things the right way. Moving as a King or Queen, moving with dignity, self-respect and wanting to be a part of a movement and a lifestyle. It’s a way of life and how one should live.”

Marley continued, “Lion Order is a way for us to unite as a people, whether it’s with cannabis, water, psilocybin, coffee or food. We want to get together around a table, all different ethnicities, different religions, nations and have a real talk about life and love.” 

Lion Order’s alignment and synchronization with 2.22.22 is special to Marley as 2 is a special number to him personally. The number 2 was his football number when he played for the University of Miami alongside Warren Sapp, Ray Lewis, and The Rock. That’s also where the concept of Lion Order began, the company explains in a press release.

Partnering with Michigan’s Cannabis Cup award-winning cultivator Heavyweight Heads, the brand will launch on April 20 with its own Lion Order IP strains. Heavyweight Head’s strain Orangutan, for instance, won 1st Place for Best Recreational Sativa Flower at the High Times’ Michigan 2021 Cannabis Cup People’s Choice Edition.  

Marley will announce his complete product rollout in Michigan and other territories where Lion Order product will be sold this coming 4/20, the universal cannabis holiday of April 20.

Lion Order CEO Chloe Villano said, “Lion Order is a movement of the highest order. It represents this industry and all that it encompasses with integrity, authenticity, equality, and justice. This is something that means so much to me being an activist who worked on the ground floor of legalization, and one of the pioneers of the industry. When I connected with Rohan, we realized that we had the same values and the synergy was there to build a monumental movement, brand, and company; we knew that this would be bigger than we ever dreamed of. With the honorable legacy that Rohan Marley carries and the consciousness of the team and partners, this brand is a true staple of leadership, encompassing luxury culture and standards the industry has not yet seen. We aim to create one of the largest, most successful roots culture luxury brands in cannabis while creating a movement of truth that changes the world!”

Lion Order represents Marley’s Ital-approved, holistic way of nutrition, meditating, and training on the beach. Following his career in professional football, Marley founded several successful family brands such as Marley Coffee and House of Marley headphones and speakers. 

Countries such as Italy have observed cannabis for Rastafarian religious beliefs. In the U.S., the use of cannabis in observance of Rastafari sparked a religious debate in states like California and Wisconsin.

Lion Order will be a complete lifestyle brand of cannabis, hemp-derived CBD, clothing, and luxury accessories to enhance the ritual of cannabis consumption. Mike James, another former athlete and one of Lion Order’s company owners, played running back in the NFL for the Detroit Lions from 2016 to 2018.

“Lion Order is something that Rohan has been practicing his whole life and it has been passed down for generations. Now he’s giving our team and the world the opportunity to join this movement. We all want to be a part of something special in our lives. Why not that be liberation in the structure of LION ORDER. As humans, we have a duty to one another to do our best to preserve human life. The mission is to not only do that but to help liberate those lives into freedom,” James said.

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Nike and Adidas put out special marijuana-themed shoes every year to mark 4/20. Here’s how it happened.

The post Weedy kicks: How marijuana-themed sneakers became a 4/20 tradition appeared first on Leafly.

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