Sales on April 20 don’t appear to be affected by the maturity of the legal market. Each of the four states examined by Headset saw sales at least double last year, when the celebration fell on a Friday, typically the busiest sales day of the week. With April 20 falling on a Saturday this year during the Easter long weekend, retailers should prepare themselves for a rush of customers on both Saturday and “4/20 Eve,” Headset said.
This will also mark Canada’s first April 20 since the country legalized recreational pot last October. Retailers may find it difficult to achieve the same jump in sales as their US counterparts due to the ongoing supply shortages that have plagued the legal market. There will undoubtedly be long lineups, especially in under-retailed cities like Toronto, which currently only has two legal stores to serve its population of nearly 3 million.