420 Goes Mainstream

Whether you’re a cannabis consumer or not, chances are you’ve heard of 420. Prior to legalization, it was the siren song of a counterculture movement. From this era of hippies and beatniks came a group of jam band  enthusiasts who founded the infamous 420 holiday. To say we’ve come a long way from those days is an understatement. Many states across the country now have some form of legalization, from medical cannabis to adult-use sales, collecting more than $3 billion in tax revenue across 11 states.

As support for legal cannabis continues to grow across the country, corporations outside of the industry are seeing the possibilities of this “high holiday.” Ride sharing services, fast food restaurants, and even frozen snack manufacturers created clever marketing campaigns around 420 in 2021.

“Cannabis is a CPG industry now. It’s mainstream, with real companies offering a wide range of quality products,” says Brett Novey, CEO of PharmaCann, which owns Verilife. “We’re out of the shadows.”

Through it all, 420 has consistently remained the numerical code, time, and date for marijuana consumption–a trend that is now reflected in cannabis sales. April 20, 2021 set a single-day record for medical and recreational cannabis sales, raking in a whopping $111.8 million. Sales for that entire week climbed to over $370 million.

“420 is the Super Bowl of cannabis, a celebration of cannabis culture,” said Novey. “When a state legalizes adult-use cannabis sales, that first 4/20 is really special. People want to be a part of the celebration.”

To truly understand the impact 420 has on the cannabis industry and culture as a whole, Novey encourages the canna-curious to visit a local dispensary. 

“On 420, the energy level in the dispensaries is different,” said Novey. “For Verilife, 4/20 offers a special opportunity to simultaneously celebrate our patients, customers, and employees. The atmosphere is electric and everyone has so much fun together celebrating our amazing industry.” 

According to Novey, 420 is the biggest day of the year for Verilife dispensaries. In fact, April 20 will always compete with the busiest days of the year, even if it falls on a Wednesday (like this year). 

“This year, 420 will likely be 50 percent busier than our next busiest day during the year, despite occurring in the middle of the week,” said Novey. According to Novey, there are three categories to watch during this year’s 420 celebrations:

• Pre-Rolls: Cannabis consumers tend to gravitate toward the basics of cannabis for their celebrations. Pre-rolls are expected to be the top-selling product on April 20, 2022
  
  
• Vapes: As markets mature, we see vapes grow in popularity. These inhalables, both disposable and reusable, can be easier to use and don’t require the equipment needed for flower and other concentrates.
  
  
• Cannabis Beverages: This year, the big product for new consumers to the industry will be cannabis beverages. They’re a small part of the overall market today, but growing in popularity.

Cannabis companies across the country attempt to outdo each other every year, and 2022 will likely be no exception. Keep checking back for more information on what Verilife has planned for our customers in dispensaries across the country.