One Month Later: What 420 Cannabis Data Tells Us About Consumer Behavior, Sales Trends, and Event Success in 2025

It’s been a month since the biggest holiday in cannabis,  April 20th,  and the numbers are in. With 420 falling on Easter Sunday in 2025, the cannabis industry faced a rare crossover of two major celebrations. The result? An interesting mix of early sales surges, regional trends, and creative events. By taking a closer look at the 420 cannabis data, we get more than just metrics—we get insights into how dispensaries are adapting and how 420 is growing into a major economic event.Here’s a full breakdown of the 420 data that shaped the U.S. cannabis market this year—from early-weekend spending to standout states and community gatherings.

Easter Sunday Meets 420: Early Sales and Strategic Wins

The overlap of 420 and Easter Sunday in 2025 created an unusual dynamic for cannabis retailers. While April 20th is traditionally the single biggest sales day of the year, this time around, family plans, holiday travel, and Sunday store closures meant many markets had to rethink their approach.

And it worked, especially for those who started early.

Instead of relying solely on Sunday traffic, many dispensaries kicked off promotions ahead of the actual holiday, with some starting as early as April 16th. As a result, the strongest sales days were Friday, April 18th, and Saturday, April 19th, as consumers stocked up ahead of time.

Compared to an average April weekend, stores across participating states saw:

• A 65% increase in total buyers
• An 81% jump in total products sold
• A 62% spike in revenue

While many cannabis retailers did see slower sales on Easter Sunday itself, the extended promotional window helped offset that dip, and some markets even outperformed expectations.

A Look at 420 Cannabis eCommerce Trends

420 cannabis sales weren’t limited to in-store traffic—eCommerce saw major gains as consumers shopped early and searched for online deals. Compared to a typical March weekend, dispensaries reported a 32.5% increase in online revenue, a 39.5% jump in order volume, and a 16.5% boost in average cart size. Website traffic also surged, with sessions up 33%.

Data shows that shoppers began searching for “420 dispensary deals” well before the holiday, with a noticeable spike starting April 14th and continuing through the weekend. Organic search was the top traffic driver, but owned channels like email and SMS saw the biggest spikes, showcasing the power of early outreach and multi-day digital campaigns. 

Flower led all categories, accounting for 28.2% of online orders, followed closely by pre-rolls at 27.5%. Vape products, while purchased less frequently and making up only 18% of total purchased items, drove nearly twice the revenue of pre-rolls, emphasizing their position as a top-performing, high-value item in online carts.

The takeaway: Retailers who prioritized eCommerce and launched timely promotions saw bigger baskets, more engagement, and a strong return from digital shoppers.

420 Cannabis Data: Stats by State

Across the country, the 420 data painted a varied picture, with some states seeing record-breaking sales while others experienced underwhelming results. Regional differences in market maturity, saturation, illicit market presence, and promotional timing all played a role in shaping this year’s 420 sales outcomes.

Established Markets:

• California: With one of the most mature markets and busiest event schedules, California defied national trends with a 185% sales spike on 420 itself.
• Massachusetts: Cannabis sales in Massachusetts hit $4.87M on 420, marking a 54% drop from last year’s holiday total.
• Illinois: Cannabis retailers averaged $50K+ in revenue per store over the weekend, highlighting the continued strength of the holiday even in well-established markets.
• Michigan: The state saw slower 420 sales in 2025, with Easter overlap and limited promotions contributing to a 43.5% drop from last year.

Emerging Markets:

• Ohio: For its first legal 420, Ohio clocked over $3 million in adult-use cannabis sales across the state—a powerful debut for a new market!
• New York: This emerging adult-use market saw a 28% sales boost over 420, modest, but still a positive sign of growing consumer interest as the state’s rollout continues.
• New Jersey: The Garden State topped New York in 420 weekend cannabis sales, bringing in $14.76 million from Friday to Sunday, with the biggest day on Friday at $5.25 million.

This year’s 420 data reveals that market maturity doesn’t always equal strong performance—established markets need strategic planning to stay competitive, especially as saturation and local competition grow. Emerging markets showed high consumer enthusiasm and spending, proving that 420 remains a powerful retail moment when paired with timely promotions and strong execution. At the same time, challenges like illicit market presence and promotional restrictions can hold back even high-potential markets, reinforcing that success on 420 depends as much on strategy and local dynamics as it does on scale.

420 Events: Celebrating Community, Culture, and Cannabis

Despite the Easter holiday curveball, 420 still delivered a strong showing of cannabis culture and community. From legacy markets to emerging states, events across the country brought together consumers, brands, and communities through fun, creative, and memorable experiences. Here's a look at standout gatherings:

• CannaSpyglass B2B 420 Happy Hour (Denver, Colorado): Ahead of the big weekend, CannaSpyglass hosted an intimate 420 Happy Hour, uniting clients, partners, and industry professionals for good conversations and high vibes. With a focus on bringing the cannabis community together, the event celebrated not just the holiday but the company’s continued commitment to cannabis advancement. Whether it was raising a toast or trading insights on industry trends, the happy hour reflected what makes the cannabis space unique: collaboration, authenticity, and shared passion for the plant.
• Mile High 420 Festival (Denver, Colorado): Held in Civic Center Park, this iconic celebration featured live music, vendor booths, food trucks, and educational panels.
• Hippie Hill (San Francisco, California): Thousands gathered in Golden Gate Park for a smoke-filled celebration of California cannabis culture backed by local music acts and advocacy speeches.
• 420 State Fair (Las Vegas, Nevada): NuWu Cannabis transformed 420 into a carnival, complete with DJs, games, and local brand showcases.
• City-Wide Pop-Ups (New York City): Even with slower sales, NYC’s 420 featured creative pop-ups and private lounges connecting brands with new consumers.

What 420 Cannabis Data Tells Us About the Road Ahead

As 420 continues to shift from a counterculture celebration to a mainstream economic event, the data reveals evolving consumer habits, smarter retail strategies, and a cannabis culture that’s stronger than ever.

With 420 landing on a Monday in 2026—and a full weekend to build momentum—we can expect even earlier campaigns, more creative activations, and a stronger push toward omnichannel engagement.

Looking ahead, 420 reflects where the cannabis industry is headed—more strategic, more inclusive, and more impactful every year. No matter your role, one thing’s clear: this community keeps pushing the industry forward, together.

Why CannaSpyglass?

CannaSpyglass offers cannabis data subscription services that provide dependable, on-demand, and exclusive industry analytics. Our insights cover vital data on cannabis cultivation, business statistics, and enterprise information within the rapidly growing cannabis sector. Whether you are an established industry leader seeking business expansion or a lawmaker requiring essential research to inform policy, our up-to-date, cloud-based data can be tailored to your specific interests and regions.