Cannabis retailers across the U.S. recorded a notable surge in sales on April 20 (4/20) this year, with particularly strong gains in states that have recently approved legal use.
Data released by online ordering company Jane Technologies shows that total sales on April 20 climbed by 46.9% compared to the same date last year. The number of transactions also rose sharply, increasing by 46.6%. The figures reflect activity from stores that were operating in both 2025 and 2026, a method the company used to avoid overstating growth due to newly opened locations.
Socrates Rosenfeld, co-founder and chief executive of Jane Technologies, said the yearly spike offers insight into broader trends shaping the market. He noted that demand continues to expand as more states embrace legalization. He added that businesses focusing on improving the customer experience are gaining a competitive edge.
Retailers saw a significant jump in daily traffic as well, with transactions on April 20 rising 73% compared to the previous day.
At the state level, performance varied. Illinois posted the strongest results, leading all markets with a 44.5% increase in sales compared to last year. California, the nation’s largest cannabis market, recorded a 25.8% gain. Maryland followed with a 31.5% increase. In contrast, some established markets experienced slight declines. Nevada saw sales dip by 2.7%, New Jersey by 1.1%, and Colorado by 7.1%.
Minnesota reported a dramatic 150% rise in sales, though analysts caution that the figure is influenced by the state’s recent shift to recreational marijuana, which began late last year.
Product preferences remained largely consistent with previous trends. Traditional marijuana flower accounted for the largest share of purchases, making up 43% of total sales. Vape products followed at 27%, while edibles represented 14%. Pre-rolled products captured 10%, and concentrates and extracts made up the remaining 6%.
Despite the positive results tied to April 20, the broader market picture is more complex. In California, for example, total annual cannabis sales reached $3.9 billion last year, down from $4.2 billion in 2024. This suggests that while peak events drive strong short-term gains, the industry continues to face challenges.
Rosenfeld added that the sector is evolving rather than slowing down. He pointed to increasing competition and changing consumer expectations as signs of a maturing market. According to him, companies that focus on long-term strategies are likely to benefit as the industry develops further.
Meanwhile, data from marijuana analytics firm Lit Alerts indicates that 4/20 does not rank among the top ten sales days in several states, including Missouri, New York, Ohio, New Jersey, Maryland, and Massachusetts.
That particular insight is a matter that cannabis firms like Trulieve Cannabis Corp. (CSE: TRUL) (OTCQX: TCNNF) will analyze in order to establish any lessons that can guide their future strategies.
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