The 4/20 Grow Book: Sales Trends and Strategies

Surfside is excited to announce that our 4/20 report is now available for download! This report is meant to help cannabis businesses plan the right advertising campaigns for the biggest sales day of the year and sheds light on how consumers buy in the days leading up to the 20th of April. 

In the report, we analyzed millions of ecommerce transactions from 2021 and compared April cannabis sales trends to the first half of the year. We looked at top product category growth and broke down what really makes 4/20 a unique holiday. 

Here are a few specific highlights we found:  

- Easter is on 4/17 this year, as opposed to 4/4 last year - so ads need to be in market and reaching consumers earlier than ever, since Easter Weekend sales slow down

- The week before 4/20 sees very strong sales increases leading up to the holiday 

- April is the strongest month in first half of the year, with sales 12% higher on average  

- Cannabis sales on 4/20 were more than 150% higher than average daily cannabis sales 

- Cannabis consumers buy for the sake of buying on 4/20, even though it often lands on a weekday  

These insights should be used as a way to think about 4/20 beyond the day itself. What we found about 4/20 cannabis sales trends is that dispensaries and cannabis brands need to be in market with advertising well before the day itself. With Easter so close to the sales day, it's critical to reach consumers weeks in advance. That's the only way to make sure that, when the day does come, they're already thinking of you when it's time to buy,

Want to download the full Grow Book? Click here to get your copy!