For the uninitiated, 4/20 in the marijuana industry can be equated to Fourth of July. The exact origin of that “holiday” isn’t known, but there is speculation that the day is named after the time of the day (4:20 p.m.) when a group of students would meet outside their high school in the 1970s to hunt for some legendary cannabis plants that had been abandoned. According to that myth, those students never found that marijuana crop, so they doggedly kept up their search.
On 4/20, sales of marijuana are expected to, at the very least, double at all retail facilities in the U.S. states where recreational cannabis is legal.
This projection is drawn from the data collected by Headset Inc. The statistics show that historically, 4/20 has been the busiest day for pot sellers. This is especially true when that date falls on a Friday.
According to Headset Inc., 4/20 last year saw a 111 percent jump in sales when the sales on that day were compared to the cannabis sales on four Fridays before that day and another four after the “holiday.” The data analyzed was taken from Washington State, Nevada, Colorado and California.
In comparison, beer sales registered a modest jump in the two weeks that included July 4. Only a 33 percent rise in sales was discovered when the number crunchers did the math. This shows that cannabis “holidays” draw a more enthusiastic weed buyer response when compared to the way beer consumers behave on July 4.
Another way to see it would be that the trajectory of cannabis sales is on a sharp rise while beer sales reached their peak long ago, so holidays cannot trigger major movements in the market.
As already indicated, last year’s 4/20 fell on a Friday, a day when cannabis consumers seem to visit retail outlets more. This year’s 4/20 will be on Saturday, so that brings even better news to recreational cannabis retailers since the “eve” of 4/20 will be a magnet to buyers and the “holiday” itself will also inspire cannabis consumers to spend on weed. Chances are therefore high that marijuana sales will be record-breaking during that long Easter weekend.
The cannabis crowd across the border in Canada will not enjoy the day as much as their American counterparts will. This is because any added demand for recreational cannabis in Canada will be dampened by the persistent supply shortages that have refused to go away since weed was legalized on October 17, 2018.
Queues will be longer on that day, especially in places like Toronto where retail facilities are limited. And unfortunately, not all who line up will leave a retail store with their first-choice cannabis product. Lexaria Bioscience Corp. (CSE: LXX) (OTCQX: LXRP) and Marijuana Company of America (OTCQB: MCOA) look forward to the day when there will be no more cannabis shortages in Canada so that the people there can access all the products that they want.
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