420 Archives - Green Market Report

StaffApril 21, 2023



New York City celebrated its first legal 4/20 celebrations, with 25 different events listed on Event Brite. We checked out a few.

Washington Square Park in the heart of Greenwich Village became the de facto festival as numerous unlicensed operators sold their wares, and consumers enjoyed the lovely spring weather. Then it was on to the Standard High Line Hotel where Sackville had a pop-up shop for the more well-heeled partiers.

Lastly, we headed to The House of Cannabis Museum in Soho. A great party was happening in the penthouse while the rapper A Boogie Wit da Hoodie performed on the first floor.

Debra BorchardtApril 20, 2023


April 20 is the high holy day for cannabis retailers and one of the largest retail software companies Dutchie, went down. The company’s status page first noted at roughly 5pm that it was investigating errors on the e-commerce platform.

It told users that “We have engaged with our database platform partners and are all-hands on deck investigating the increased error and latency.” The company continued to update users that it was working to improve site responsiveness. By 6:20m, it noted that the error problem seemed to be decreasing and that it was seeing improvements.

At 6:45, the company said everything was back to normal.

That was wishful thinking as it turns out. Three minutes later the same problems sounded like they were returning. At 7:27pm, Dutchie said it  was continuing to debug with its database platform provider to restore the site. By 7:56, it seemed Dutchie was back to “nominal performance on the e-commerce site.”

While a software glitch can happen and does, that it happened on 420 was probably the worst luck a company could have. April 20 is one of the biggest sales days of the year for cannabis. No doubt many dispensaries were scrambling to take care of customers during that time.

Debra BorchardtApril 20, 2022


Another April 20 is upon us as the holiday has become the single biggest day for sales. It doesn’t even seem to matter that the holiday falls on a Wednesday this year. People are sick of the pandemic and ready to party. They may even pass joints in a circle without wiping off the end. 

Headset has released its latest report about shopping patterns for 420. Some things remain consistent each year like discounts at dispensaries and a surge in foot traffic. Plus some categories jump in popularity for the holiday. Each year also brings new states online and with that comes even more new data. 

Headset is forecasting that total cannabis sales should increase by at least 100% in the US and at least 50% in Canada on 4/20 this year.

Age Excitement‍

The 420 report found that younger consumers are more stoked than older ones. Perhaps older customers are more jaded? They don’t need a special holiday to go shopping at the dispensary? Headset’s report found that sales to Gen Z customers increased by 168% on 4/20/21 over the previous four weeks compared to 91% for the Baby Boomer age group. “Sales to the Generation Z group came pretty close to tripling on 4/20 last year, while sales to Gen X and Baby Boomer groups didn’t even double.” Headset believes that older people may have stronger pandemic fears than younger people who may be more willing to go to a crowded dispensary. 


Dispensaries have begun to make 420 specials a regular thing and now the customers expect it. Headset noted that discounting has happened each year, but the increases in discounting have remained reasonable until the effect of COVID in 2020. That year, discounts jumped as sales growth was only so-so. 

Planet 13 (OTC: PLNHF) Las Vegas is offering an all-day 25% discount on participating brands and PAX is also offering 20% off site-wide, from 4/15-4/21. 22Red, founded by System of a Down’s Shavo Odajian, is putting up new strains at STIIIZY in addition to hosting a getaway giveaway (it’s gunna be bougie, methinks) on their socials on 4/22. 

420 Hits

Headset found that beverages are the consistent winners on 4/20. “We see this trend for Beverages on most holidays. Edibles, Flower, Concentrates, and Pre-Rolls also typically perform well while Tinctures, Topicals and Capsules do not see nearly the same level of sales growth. Interestingly, Vapor Pens are one of the lower growth categories on 4/20. This is surprising, as Vapor Pen products tend to be higher cost, so one might assume that customers would take advantage of 4/20 promotions to get a good deal.” Jumping on the barrage bandwagon, Planet 13’s restaurant is selling a themed “Up In Smoke” cocktail  for $15 vodka-based cocktail has hints of blackberry, cucumber, lime juice and simple syrup finished with dry ice to have the appearance that it’s smoking!

Sales Increase

The report said that sales increases on 4/20 are mostly caused by a massive increase in transaction volume. They expect nearly double the number of customers than is normally served in April.

“Additionally, 2020 was the only full year since cannabis legalization where 4/20 was not the largest single day of sales (New Year’s Eve took the crown that year). This was almost certainly caused by the early stay-at-home and social distancing precautions during the COVID-19 pandemic. Because of this, customers probably were less likely to go shop in physical stores during this time.”


Cannabis companies are also using the day for publicity stunts. A cannabis dating site called SmokeandPoke.com is hosting a live event to ring in the holiday. They are rolling a 420-inch joint (equivalent to 35 feet in length). The new dating site was recently launched for pot smokers, weed enthusiasts, and cannabis connoisseurs to connect and build relationships.

StaffApril 18, 2022


This year is the first April 20 that New Yorkers can truly celebrate and the parties look to be epic. Between a post-covid-ish landscape and a mostly legal backdrop, New Yawkers are ready to throw down for 420 this year. Who cares that it’s on Wednesday! Here are the big events planned in New York City for 420.

Black Market Group

Black Market Group (BMG – @blackmarketcertified), together with Infamous Farms (@infmsfarms) are heading to New York City to celebrate the official launch of the respective brands, highlighting the intrinsic bond between hip-hop and cannabis culture with a Big Apple-based bash on every cannasseur’s favorite holiday, 4/20. The female-founded Black Market Group will officially launch at the 4/20 event, furthering the cannabis veterans’ footprint in the industry. BMG has cultivated  strong relationships with “legacy” cannabis farms and cannabis aficionados from the world of hip-hop to cultivate mutually beneficial partnerships within a vertically-integrated ecosystem.

“We’re so excited to blend the best parts of the Legacy Cali cannabis culture with the legends of the NY hip hop scene. Our 4/20 event is going to mark the beginning of Black Market Certified and our mission in preserving The Culture.” says founder Annick Goldsmith

 Black Market Group’s 4/20 Launch party on Wednesday, April 20th, 2022 at 6 pm at SOB’s (Sounds of Brazil) in the Hudson Square district of Lower Manhattan. Hosted by the legendary Rapper Producer Rakim and performances by Havoc, Styles P, Big Twins, and more.

VIP admission 6pm, General admission 7:30

Honeysuckle Magazine

420 (National Cannabis Day) and the Honeysuckle Magazine team are having a party with our pals at Fyllo! Join us this Wednesday 4/20 4-8 PM at Club Cumming – Alan Cumming’s iconic nightlife joint. Mix and mingle, get your copy of our latest issue featuring Lil Wayne and Young Money, and light up your life. 😉

Free entry, live music and open bar… a perfect combo for the “high holiday.” No registration is needed, just come as you wish! Club Cumming is located at 505 East 6th Street, between 1st Avenue and Avenue A in NYC.

21+ to attend. Consumption friendly. Outside availability.


NEW YORK! Join us as we celebrate another FOUR TWENTY holiday with several leaders who are working hard to create and support inclusive brands in the cannabis space. From flowers to culinary treats, plant medicine expands beyond just flower and bongs.

MONDAY April 18th 2022 6PM to 8PM Soho Works Dumbo in Brooklyn. Must RSVP via link because spots are limited.


️Brittany Carbone – TONIC/Tricolla Farms (@tonic_cbd)

️Cecilia Oyediran – Foley Hoag Law Firm (@thcee_esq)

️Alex Norman – Budega NYC (@budeganyc)

Wine/Beverages starts at 6PM and conversation kicks off at 6:30PM sharp!

This discussion will talk about sourcing, manufacturing, understanding the value of a contract, and the complexities around marketing.

High Garden

HighGarden 452 Washington St, New York, NY

Join us for the biggest celebration of the year! DJ set by Cat Ouellette, live reggae music, giveaways, sponsors, and more. You don’t want to miss out on 420 at HighGarden NYC

Cannademix: Unity Day

Cappadonna, Inspectah Deck, Sensi All-Stars, Big Nate All Star, PBS Skinz, Puffington, Jdotlittles, & More! Wu-Tang Members Inspectah Deck & Cappadonna

With Special Guest Big Nate Allstar

Backed by Live Band : The Sensi All-Stars

 With Reggaeton and DJ performers to be announced!

Webster Hall, New York, NY Ages: 21 & Over 

WED APR 20, 2022 – 6:00 PM

Ages: 21 & Over

Doors Open: 6:00 PM

Door Price: $42.00

Rebelle Dispensary

We’ll be debuting a new product we’re launching in May (called Halo), and announcing new ways we’ll be supporting social equity in our industry (we call it The Halo Effect). I’m delighted that Tremaine Wright, Chair of NY’s Cannabis Control Board, will be joining us for the first hour. Space is limited so please RSVP soon. 

Banana Certz

Looking for a music themed event? the release party for Banana Certz, the collab between Jokes Up Certz and Golden State Banana. The event, thrown by Premium Sesh, runs from 7 p.m. until late. Tickets are $40, and available here

Baked in Bushwick – Sold Out

Baked In Bushwick Presents: Our Annual 420 Celebration!

Help Baked In Bushwick celebrate the beautiful flower that is! This April we celebrate our second annual 420 event!

It will be a cannabis-themed evening full of complimentary gifts, totes, and smokes!

Limited edition Baked In Bushwick tote bags with gifts valuing over $100 for the FIRST 50 GUESTS! (Drink must be purcased for goodie bag to be gifted)

SPLIFF – 420 Festival – Sold Out

Welcome back New York, Spliff Nation is having our forth annual festival. We will be giving away free prerolls and edibles for everyone to enjoy. The location will be in Lower Manhattan & disclosed day prior to event. Music provided by DJ Que. Come get blazed with us! Check us out at www.onespliffnation.com


If you want an event mentioned in this column email us at info@greenmarketreport.com.

StaffApril 13, 2022


Cannabis tech company Akerna (Nasdaq: KERN) is predicting that U.S. cannabis shoppers will spend nearly $130 million on legal cannabis on April 20th, known as “420”, an unofficial but widely celebrated cannabis consumption holiday, which would become the largest sales day in legal cannabis history.

“We are approaching the biggest day for our industry, making it critical for dispensaries to plan promotions, staff, and space for these large upticks in traffic,” said James Ahrendt, Business Intelligence Architect at Akerna. “To help alleviate some of the traffic, cannabis retailers using Akerna’s MJ Retail POS solution can leverage the platform’s kiosk mode. In kiosk mode, the budtender gives the MJ Retail tablet to the customer, who can then shop the store’s offerings on the device, similar to how they would in an online order, allowing stores to serve more customers and ultimately complete more sales per hour.”

Compared to last year’s 420, which brought in nearly $112 million and became the industry’s largest sales day to date, this year’s 420 would be a 16% growth over last year’s sales. As more markets legalize cannabis and more Americans become comfortable with the legal cannabis industry, these year-over-year increases are expected to continue.

Mid-week 420

This year could be tricky because the holiday falls in the middle of the week on Wednesday. So, do people celebrate before or after? Or just take the day off?

Akerna says to expect traffic to begin growing on April 15th, the Friday ahead of 420. Since tax day was moved to April 18th, that could work.  Akerna thinks the overall Friday to Wednesday period is expected to see cannabis sales figures above the $400 million range.

To put that into perspective, the Iowa Alcoholic Beverages Division recently reported the state’s largest year of liquor sales ever – which surpassed $400 million for the first time. This means that the U.S. cannabis retail industry is predicted to bring in more sales in just six days than Iowa did for liquor sales in a record-breaking year.

While there is no federal tax due to the lack of legalization, if you were to compare that $400 million in sales to Colorado’s taxes, one of the first legal adult-use markets and where Akerna is headquartered, the sales taxes resulting from consumer spending in those six days would be nearly $90 million.


Debra BorchardtApril 22, 2021


420 was predicted to be a huge day for cannabis sales and it certainly didn’t disappoint. Akerna said that by the time Tuesday hit, the daily retail sale of legal cannabis was expected to gross $95 million nationally, bringing total 4/20-related sales to $370 million in the U.S. if Akerna’s data proves accurate.

Planet 13

Nevada-based Planet 13 Holdings Inc.(OTCQB:PLNHF)  a leading vertically-integrated Nevada cannabis company, announces record sales day on April 20, 2021 (“420”). The Company generated $543,000 in single-day sales with gross margins during the month in excess of 50%.

“The demand and acceptance for cannabis is growing across the country, and nowhere is that more evident than in Las Vegas. For tourists returning to Vegas, Planet 13 is synonymous with cannabis and an incredible entertainment experience,” said Larry Scheffler, Co-CEO of Planet 13. “The demand is so overwhelming that even with the many improvements we have made to streamline throughput, we still can’t capture all of the demand. I’m excited for the relaxing of COVID restrictions on May 1st and our expansion which doubles our sales floor and points of sale to handle the unprecedented surge in customer traffic.”

Planet 13 said it is also hiring over 300 workers to staff its Vegas dispensary expansion (doubling points-of-sale/registers to 85) and to staff its new California SuperStore.

Ayr Wellness

Ayr Wellness Inc. (OTCQX: AYRWF) said it celebrated the 420 holiday with retail sales records across its six-state footprint. Nevada, Massachusetts, and Pennsylvania all had record days. In total, the company saw 14,241 transactions and $1.24 million in sales on Tuesday, for an average ticket of $87. Retail gross margin remained high at over 50%.

In Nevada, where the local economy is seeing the benefits of the reopening of the casinos and entertainment venues, Ayr, through its service and operation agreements with licensed operators, saw over 7,500 transactions, including over 2,000 in its busiest location in Henderson, NV, 30% above its average daily count.

“I could not be prouder of our Ayr Wellness team. This 420 we set a new standard for performance and customer service with over 14,200 transactions processed in one day. As cannabis continues to mainstream throughout our culture and 420 increasingly becomes a “National Holiday”, we are thrilled to provide our consumers with an exceptional customer experience, excellent products, and new ways to safely celebrate the wellness and wonder of cannabis,” said Jonathan Sandelman, CEO of Ayr Wellness.


California’s largest marketplace for legal cannabis delivery announced record 420 sales. Eaze customers bought an average of $200 worth of cannabis on 4/20/21, a 50% increase in order value over 420 2020. Deliveries were also up significantly, with a 185% increase compared to any other Tuesday in 2021. Eaze, which has completed 7 million deliveries to date, recently announced its expansion into Michigan and its line of private label brands. “Cannabis consumers moved to delivery as their preferred way of shopping last year, so we’re not surprised to see such a strong 420 in 2021,” said Ro Choy, CEO of Eaze, “Even as daily life begins to return to normal, consumers are staying with the convenience of delivery. It’s the future of this industry.”

Cynthia SalarizadehApril 20, 2021


For the 50th anniversary of 4/20, we decided to highlight and honor the original “OG” cannabis journalists. These are the pioneers who covered this plant, the industry overall and its community for decades. 

The evolution of the cannabis industry and its reversal from prohibition is one of the most interesting topics to witness in our lifetimes. Sitting front row, and the ability to chronicle these changes, has been a priceless experience to each one of these individuals.

Writing for everything from High Times to Rolling Stone, as well as book deals, this is a list of a few of the most important writers to ever document the plant. Today we would like to thank Danny, Mary, Steve and Sharon for their hard work in this industry. 


About Dan Vinkovetsky (formerly Danny Danko of High Times)

Danny Danko is a Cannabis editor, writer, and photographer who was the Senior Cultivation Editor of High Times Magazine for 18 years. He has personally selected HIGH TIMES’ annual Top 10 Strains of the Year since 2005 and is also the creator and founder of the HIGH TIMES Seed Bank Hall of Fame. He has judged more Cannabis Cups than anyone else on Earth.

Danny is the author of “The Official High Times Field Guide to Marijuana Strains” (2011) and “Cannabis: A Beginner’s Guide to Growing Marijuana” (2018). Danny hosted the podcast HIGH TIMES presents Free Weed from Danny Danko” from 2011-2018. He currently hosts the podcast “Grow Bud Yourself!” and is the editor of Northeast Leaf Magazine since July 2020.


Podcast: https://shows.acast.com/freeweed

Patreon Page: https://www.patreon.com/dannydanko

Amazon Book Link: https://amzn.to/2HHvVnJ  

Instagram: https://www.instagram.com/dannydankoht  

Twitter: https://twitter.com/DannyDanko

Facebook: https://www.facebook.com/danny.danko


Northeast Leaf Magazine


@northeastleafmag on Instagram

Facebook https://www.facebook.com/Northeast-Leaf-Magazine-106484277804820

Twitter: https://twitter.com/NELeafMag



About Mary Jane Gibson 

Actress, writer, and former culture editor at High Times, Mary Jane Gibson is a prominent female voice in one of the largest emerging industries and worldwide cultural shifts in modern times, traveling the world tracking the legalization of medical marijuana, adult-use cannabis, and CBD with integral public figures, brands, and personalities since 2007. She’s the co-host of the top-rated Weed + Grub podcast alongside fellow actor/comedian Mike Glazer. Raised in Newfoundland, Gibson performed in theater and film in Montreal, Dublin, London, Paris, Seattle, and New York City before moving to Los Angeles. Her unique perspective in cannabis and world culture has earned her work with numerous media outlets, including Rolling Stone, Playboy, and PBS, and the title “one of the 15 most powerful women in the weed industry” from Complex Magazine. Complementing her writing, film, production, and performance credits, Gibson’s received the Overall Excellence in Performance Award from FringeNYC, the William and Eva Fox Foundation Fellowship, and two Seattle Fringe Festival PONCHO Artistic Pick awards (2002, 2003). Gibson is a graduate of the British American Dramatic Academy: Midsummer in Oxford and the National Theatre School of Canada. She also performs voiceover work using a range of regional American, Canadian, European and Australian dialects. Gibson has conducted in-depth celebrity interviews with Margaret Cho, Melissa Etheridge, Awkwafina, Charlie Sheen, Jim Belushi, Laganja Estranja, and the Super Troopers. She also created and starred in the piece “Fatal Attraction in 10 Minutes” with Reggie Watts for his show Radio Play at PS122.


Mary Jane wrote and edited for High Times for over a decade. She was named one of the “15 most powerful women in the weed industry” by Complex and was featured in Forbes. She now writes for a number of outlets including Rolling Stone and Playboy. Mary Jane covers cannabis culture, entertainment, and cutting-edge trends, and has interviewed stars like Margaret Cho, Melissa Etheridge, the Super Troopers, Awkwafina, and Reggie Watts. She co-hosts the Weed + Grub podcast with comedian Mike Glazer. Vulture called them “true experts in comedy and marijuana.” Mary Jane is also an award-winning actor and playwright. Follow her on IG @thisismaryjane_.




About Steve Bloom

Steve Bloom is a longtime journalist and author with 32 years in the cannabis community. His credits include:

Publisher of CelebStoner.com, one of the leading sources for marijuana and celebrity news on the web since 2007.

Former editor of High Times from 1988-2007, and producer of the Stony and Doobie award shows and the two Hempilation benefit albums for NORML (1995 and 1998) while at High Times.

Former editor-in-Chief of Freedom Leaf magazine and freedomleaf.com from 2014-2019.

Former Editor-in-chief of two Centennial Media titles, Marijuana Goes Mainstream and The Complete Guide to CBD from 2019-2021.

Co-author of Pot Culture: The A-Z Guide to Stoner Language and Life (Abrams Image, 2007) and Reefer Movie Madness: The Ultimate Stoner Film Guide (Abrams Image, 2010) with Shirley Halperin.

Recipient of NORML’s Media & Culture Award in 2004, Cannabis MVP by the Cannabis Business Awards in 2018 and New York NORML Activism award in 2019.

Has appeared as a moderator, panelist and speaker at many marijuana-reform events, including the NORML Conference, the Drug Policy Alliance Conference, International Cannabis Business Conference, Cannabis Media Summit, Seattle Hempfest, Boston Freedom Rally, Cypress Hill SmokeOu, the NYC Cannabis Parade & Rally and more.

Board member and co-organizer of the annual NYC Cannabis Parade & Rally.

Discovered 420 in 1990.

Founder and organizer of the Teapot Party with Willie Nelson since 2009.

Founder and commissioner of the New York Media Softball League since 2007.

Author of Video Invaders (Arco, 1982) and Watch Out for the Little Guys (St. Martins Press, 1989). 

Lives in Bronx, NY.

Contact Info


Facebook, Twitter, Instagram, Linked In



About Sharon Letts

Sharon began her professional career as a gardener at the age of 24 in Southern California, with many assuming she grew cannabis. In reality, she designed, planted and maintained flower beds for high-end homes in Southern California for 17 years, before becoming a producer for television, then advocating for the plant.

Gardening turned to television when she was asked to host and produce visiting gardening show, In and Out of the Garden, for local television in Southern California. This led to executive producing travel series, Off the Beaten Path,  for PBS in California, which led to producing national documentary and magazine shows in Los Angeles.

Sharon was brought up to Humboldt County in Northern California to produce a news show, then became the lead features writer for the Times-Standard, the longtime daily paper in the county.

While working in media in the cannabis capital of the world, Sharon presented with breast cancer and was given cannabis oil made by Pearl Moon of the Bud Sisters of Southern Humboldt. Much to her surprise, the oil successfully put the cancer into remission, while simultaneously doing away with upwards of 10 prescription medications and supplements taken for numerous ailments.

Since she already had a voice in the media Sharon followed the calling and has written exclusively and extensively on cannabis as medicine ever since. Called one of the most prolific and informative writers in the space, for the past ten years she’s written for just about every cannabis publication and platform, penning patient profiles, telling successful stories of healing with cannabis.

Sharon also shares her own stories of healing regularly, penning essays on her own cancer experience in using cannabis as medicine, treating and preventing colds, flu, the coronavirus, broken bones, fractures – and replacing opioids with cannabis oil. She’s even included her dogs in the mix, from their rescue near death, to their current healthy lifestyle that includes dosing daily with cannabis and/or CBD.

Recently, her path has brought her full-circle back to media, developing television series from the series she’s written for magazines for years . Her two series, What’s in Your Stash?, written for High Times for the past two years, and Weed Traveler, a travel series for Weed World Magazine in the UK, are currently being shopped by Montel Williams as executive producer, with ten more show concepts on her list.

She’s currently being represented by Pam Pho of D4EO Literary Agency, with an equally long list of book concepts, also based on the series she writes, being developed and shopped now.

This past weekend Sharon’s work was honored by Cannabis Activism Now Magazine, voted Best Writer in the cannabis industry by readers. 

You can read Sharon’s work, as follows: High Times: Higher Profiles, What’s in Your Stash? (TV); Weed World Magazine: Kitchen Apothecary, Weed Traveler (TV); Women of Weed World; Vegas & Tahoe Cannabis Magazine(s): Daily Dose, A Day in the Life of a Cannabis Patient; Dope Magazine: Road Trip: In Search of Good Medicine,  Cannaopolis (eBook/Amazon & scripted TV series); The Emerald Magazine: Humboldt Medicine; Humboldt Stories, eBook/Amazon (winner 2016 Tokey Awards); Toke Signals: Toke Stories; Educated Stoner: essays of personal healing. Self-syndicated globally in several languages.

Email: sharonlettsgardens@gmail.com
URL: http://www.sharonletts.com

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