What Marijuana Retailers Did for 4/20: Discounting Behavior in April 2022
Cannabis
CCRS
Weekly
Discount
Sales
Holiday
The Bottom Line Up Front Despite popular belief that deep discounts drive 4/20 success, the data suggest a more nuanced picture. Washington’s strongest performers in April 2022 leveraged loyalty, brand equity, and consistent pricing strategies as much as they relied on markdowns. As the state’s cannabis market matures, future 4/20 seasons may hinge more on timing, product mix, and customer segmentation than sheer discount depth.
Overview The below CCRS dataset is not large nor comes with much depth, however, we were able to gain business insights in this analysis mostly from the few licences that did correctly input their information into the CCRS report.
Retailer Discounting Activity Around 4/20 (April 2022)
Weekly Discount % and Revenue Around 4/20
The below illustrates how total weekly revenue evolved through April 2022.
Issaquah Cannabis Company revenue was up after the 4/20 holiday while Green Lady Lacey and Lucid maintained sales post-holiday, and Orgins peaked at $1.26 million revenue during the holiday week and reported 50% drop in sales for the last week of April.
(plotly interactive line chart - click/double click on a legend name to remove/isolate name)
Discount % by Week – Same Businesses
The below plot illustrates how total weekly discounting evolved through April 2022.
Issaquah Cannabis Company and and Origins implemented timely discounting while Lucid showed smooth, high-discount consistency across all four April weeks.
Discount & Revenue by Week (Top Retailers)
| BusinessName | WeekStart | discount_pct | total_revenue |
|---|---|---|---|
| GREEN LADY LACEY | 2022-03-28 | 28.2% | $403,811 |
| GREEN LADY LACEY | 2022-04-04 | 30.1% | $1,424,468 |
| GREEN LADY LACEY | 2022-04-11 | 30.2% | $735,259 |
| GREEN LADY LACEY | 2022-04-18 | 28.7% | $788,588 |
| GREEN LADY LACEY | 2022-04-25 | 30.2% | $836,564 |
| HIGH MOUNTAIN GARDEN LLC | 2022-04-04 | 0.0% | $1,630,500 |
| ISSAQUAH CANNABIS COMPANY | 2022-03-28 | 2.6% | $114,620 |
| ISSAQUAH CANNABIS COMPANY | 2022-04-04 | 2.0% | $266,027 |
| ISSAQUAH CANNABIS COMPANY | 2022-04-11 | 1.6% | $266,680 |
| ISSAQUAH CANNABIS COMPANY | 2022-04-18 | 33.8% | $500,169 |
| ISSAQUAH CANNABIS COMPANY | 2022-04-25 | 3.7% | $1,070,419 |
| LANDRACE | 2022-04-04 | 0.0% | $1,426,688 |
| LUCID | 2022-03-28 | 28.2% | $146,840 |
| LUCID | 2022-04-04 | 30.1% | $517,988 |
| LUCID | 2022-04-11 | 30.2% | $267,367 |
| LUCID | 2022-04-18 | 28.7% | $286,759 |
| LUCID | 2022-04-25 | 30.2% | $304,205 |
| ORIGINS | 2022-03-28 | 6.3% | $417,325 |
| ORIGINS | 2022-04-04 | 9.7% | $939,744 |
| ORIGINS | 2022-04-11 | 9.4% | $967,662 |
| ORIGINS | 2022-04-18 | 16.8% | $1,258,135 |
| ORIGINS | 2022-04-25 | 4.6% | $762,299 |
During April 2022, Washington’s cannabis retailers entered one of the most competitive 4/20 seasons since the state’s market began tracking sales. To understand how the major players approached the holiday, we analyzed CCRS data for April 1–30, 2022, covering weekly sales, average discounts, and total revenue by licensee.
Across the dataset, 14 distinct retail licensees reported transactions in April 2022. Six stood out for both sales volume and activity surrounding the 4/20 weekend:
Landrace followed with over $1.4 million in weekly revenue and little to no discounting — indicating strong brand pricing power.
Green Lady Lacey and Lucid both showed steady discount programs of 28–30% across April, suggesting consistent promotional strategies rather than one-time 4/20 blowouts.
Origins maintained moderate discounting (6–17%) but achieved over $500 K per week, indicating a high-volume, moderate-discount approach.
Overall, discount intensity varied widely: most retailers offering >25% discounts tended to preserve or slightly increase revenue through the holiday, while single digit discount weeks showed stable but flat weekly performance.
Join the Discussion
Your insights help drive better transparency and smarter policy in Washington’s cannabis industry.