Every year on 4/20, cannabis retailers across the U.S. gear up to celebrate the unofficial April 20 marijuana holiday with promotions, deals and in-store events aimed at attracting new customers and keeping the ones they have.
While this year is no exception – coming three years after the start of the COVID-19 pandemic – many retailers are shifting their focus from 4/20 being a one-day event to a week- or even monthlong celebration with different daily promotions and other straightforward pitches intended to attract customers.
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Kate Nelson, a senior vice president of New York-based Acreage Holdings, described the multistate operator’s plans for 4/20 as more of a “spring break” than a one-day event.
“Our goal is not to get everyone in the store on the same day,” she said. “We want all of our guests to have a wonderful experience.
“We’re having a different activation every
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