What Massachusetts’ 4/20 Cannabis Sales Reveal About Consumer Behavior in 2025

A view of cannabis holiday sales activity in an east coast state

The Bottom Line Up Front

The 4/20 Surge — and the Slide That Follows

April 20th, or “4/20,” remains the cannabis industry’s most celebrated sales event of the year. But if you’re in Massachusetts, the 2025 data tells a more nuanced story. While holiday sales spiked, the post-4/20 pullback was sharp — and this year’s performance even paled in comparison to 2024’s record-setting numbers.

For cannabis business owners, budtenders, and brand marketers, these trends hold valuable lessons for promotions, inventory, and staffing strategies.

4/20 2025 vs. Typical Days: By the Numbers

Total Sales and Year-Over-Year Snapshot

Single-day sales (4/20/25): $4.87 million — Down 54.3% from $8.5M on 4/20/2024

Three-day Patriots’ Day/4/20 weekend (Apr 19–21): $14.62 million — Down 23.2% from $18.45M in 2024

April 2024 average daily sales: Estimated $4.5 million/day — 4/20/25 slightly above this average, suggesting muted lift

TECL Insight: Despite the holiday, 4/20 sales in 2025 were underwhelming, falling short of 2024 and barely exceeding a typical day based on last year’s run rate.

Here’s a look at how each major product type performed before and after the holiday, revealing patterns of spike and regression:

Data Source: Massachusetts Cannabis Control Commission

Key Takeaways for Cannabis Operators

1. Holiday Spike, Then Swift Normalization All categories surged on 4/20 — especially buds and edibles. The post-holiday week showed significant pullbacks: up to –53% in unit sales and –46% in dollar sales for beverages.

2. Buds Remain the Backbone Despite a volume drop, flower retained demand post-4/20 with the smallest dollar-sales dip (–22%). This stability suggests it’s still the most resilient and consistent revenue generator.

3. Novelty Formats See the Sharpest Swings Infused beverages and edibles saw some of the largest spikes on 4/20 — but also the steepest drop-offs afterward. Great for holiday promotions, but risky to overstock.

4. Pre-Rolls and Concentrates Show Mid-Level Volatility Pre-rolls had a +150% spike on 4/20, but saw less severe declines afterward, making them solid limited-time SKUs.

5. Medical Sales Stay Steady As in previous years, medical-use sales were flat, reinforcing that 4/20 is an adult-use consumer event.

Marketing & Ops Tips for 4/20 2026

What to Do:
+ Stock up early on high-demand formats like pre-rolls, beverages, and edibles — but be ready to scale back quickly. + Plan for a multi-day surge (especially if tied to weekends or local holidays like Patriots’ Day). + Target adult-use consumers with experiential promotions (tastings, bundles, limited editions).

What to Avoid: + Over-ordering novelty products — they crash post-4/20. + Staffing too heavily for the week after the holiday. + Assuming last year’s record trends will repeat; 2025 shows normalization.

The Evolving 4/20 Consumer

2025 data signals a maturing cannabis market in Massachusetts. While 4/20 still moves the needle, its effect is tapering relative to previous years — likely due to:

• Market saturation
• Consumer fatigue
• More balanced purchasing behavior

For brands and dispensaries, this means smarter planning is essential. The focus should shift from “sell everything in one day” to “maximize the moment without overcommitting.”

Got your own 4/20 sales stories or data? Drop them in the comments — we’d love to learn how your store or brand adapted this year.