Bay State cannabis retailers did either $4 million or $14 million on the high holiday, depending on how you look at it
Last year, Massachusetts celebrated not only record sales on April 20, but also the milestone of surpassing $6 billion in gross adult-use sales to date.
Following 4/20 this year, the story is a bit harder to parse. We have spoken with some analysts, experts, and store owners, and there’s no universal interpretation of the numbers just yet—other than that people would have liked to see more sales, naturally, and that 4/20 falling on Easter Sunday didn’t help.
Whatever the outcome, we are thankful to our friends at Lit Alerts for providing numbers. The Mass-based platform generates market data and insight and they sent over the charts below, which we peppered with some brief analysis. (You can read our interview with Lit Alerts here).
According to Lit Alerts estimates, on Friday, April 18, retailers did $5.18 million in sales, followed by $5.02 million on Saturday and $4.33 million on Sunday, 4/20. Compare those numbers to Mass 4/20 sales in 2024 ($8.5 million), 2023 ($7.2 million), 2022 ($6 million), and 2021 ($4.2 million), and draw your own conclusions.
Regarding product categories, as you can see on the Lit Alerts sales breakdown above, flower was king, as usual, with vapes, prerolls, and edibles jockeying for second, third, and fourth place. Not surprisingly, prerolls dominated (27.6% of market share) for estimated units sold.
For top brands, per the Lit Alerts data, there are no huge surprises, with Ascend and MariMed notably charting for separate brands. Of the lot, Perpetual is alone in only operating in the Bay State.
Under these estimates, the top 10 brands together account for 19.5% of all sales.
