Discover how St. Patrick’s Day is becoming a major cannabis sales opportunity. Learn about top-performing products, market trends, and strategies to boost your sales during this festive holiday.
St. Patrick’s Day is all about celebration—parades, parties, and plenty of green. But in recent years, it’s not just beer and whiskey fueling the festivities—cannabis has become a key element in the holiday celebrations. With consumers seeking new ways to elevate their St. Paddy’s experience, both brands and retailers have a prime opportunity to cater to this increasing demand during the holiday.
In fact, St. Patrick’s Day has emerged as one of the most productive cannabis holidays, with retail numbers consistently spiking above non-holiday averages. While it may not reach the legendary heights of 4/20, BDSA Cannabis Retail Sales Tracking data shows that in some markets, the week of St. Patrick’s Day outperforms other major holidays like Independence Day and even Christmas. The combination of a party atmosphere, themed promotions, and a natural alignment with cannabis culture makes this a golden opportunity for the industry.
This holiday has shown a remarkable shift in consumer preferences, with many opting for cannabis products as part of their celebration.
Certain markets saw significant sales lifts during St. Patrick’s Day week in 2024. Arizona led with an 11% increase in incremental dollar sales, making it one of the top-performing weeks of the year for cannabis retailers during the holiday. Colorado followed with an 8% increase, while Pennsylvania rounded out the top three with a 7% spike over the average non-holiday week.
As the holiday approaches, brands can prepare to meet the surge in interest and sales by aligning their strategies with this festive spirit.
These trends indicate that while not every state experiences massive St. Patrick’s Day spikes, some markets see undeniable impacts. What factors drive these trends, and how can they be leveraged ensure success during St. Patrick’s week across all markets?
1. Don’t Rely on Luck—Lean on Best-Selling Product Categories
Instead of reinventing the wheel, St. Patrick’s Day sales can be maximized by focusing on products that already perform well during all other times of the year. BDSA data shows that consumer preferences during St. Patrick’s week mirror those of 4/20 and Green Wednesday, meaning brands and retailers don’t need a complete strategy overhaul—just smart optimizations.
Unsurprisingly, distillate vapes, gummy edibles, and flower remain top-performing categories, each experiencing notable sales spikes per store per day. Flower sees the biggest increase, jumping by over $500 on average per store per day, while distillate cartridge sales rise by over $300, and gummy candy sales increase by $130. Additionally, larger vape cartridge sizes gain traction, signaling that partygoers and bulk buyers are stocking up ahead of their St. Patrick’s Day plans. Whether it’s a high-capacity distillate cartridge for an all-day celebration or a multi-pack to share with friends, consumers are opting for convenience and longevity when making their holiday purchases.
For retailers, this holiday is an excellent opportunity to stock best-selling products and attract consumers looking for popular items.
Interestingly, flower is the only category with a significantly lower Average Retail Price compared to non-holiday periods. Discounts can drive volume, and the sales spike during this holiday suggests heightened consumer interest across all major categories, regardless of promotions.
Instead of pushing entirely new products, it may be more prudent to lean into familiar, convenient formats and bulk-friendly promotions to drive sales. By emphasizing top-selling products and catering to high-volume buyers, businesses can efficiently capture St. Patrick’s Day demand without overhauling their sales strategy.
2. Quality Concentrates Provide an Opportunity to Strike Gold
While flower, edibles, and vapes remain core product categories, concentrates have quietly become a major revenue driver during St. Patrick’s Day week. This holiday ranks as the fourth biggest sales week for extracts across all 15 BDSA-tracked markets, trailing only 4/20, Green Wednesday, and Valentine’s Day. With a 7.46% rise in incremental sales and a $130 per-store-per-day increase in daily velocity, demand for high-potency products surges during St. Patrick’s celebrations.
Despite over half of concentrate products being sold at a discount, with an average markdown of 22.9%, the ARP for concentrates remains steady or even increases. Certain premium extract formats, including Sugar, Badder, Crystalline, and Diamonds, see particularly strong sales growth, reinforcing that higher-end products resonate with buyers seeking potency and experience over price. This suggests that consumers aren’t simply looking for deals—they are actively selecting concentrates based on quality and preference.
As concentrates continue gaining traction, both dispensaries and brands should prioritize visibility and product positioning during St. Patrick’s Day. Promoting high-performing formats and leveraging strategic—not just deep—discounts can help businesses tap into this high-margin category while maintaining brand value.
3. Follow the Parades, and the Sales Will Follow
Markets with large-scale St. Patrick’s Day celebrations consistently experience stronger cannabis sales growth compared to statewide averages. BDSA Retail Sales Tracking data confirms that in cities hosting major parades and public events, cannabis sales growth outpaces state trends, reinforcing that proximity to major festivities plays a key role in demand surges.
As St. Patrick’s Day approaches, businesses should focus on strategies that highlight the celebratory aspects of the holiday.
For example, Chicago dispensaries saw a 10.24% sales jump, far surpassing Illinois’ overall state growth of 3.74%. Similarly, Kansas City saw a 7.46% boost, more than double Missouri’s state growth of 3.41%. Meanwhile, cities like Boston, Denver, Pittsburgh, and Philadelphia all reported stronger local sales growth compared to their respective state averages, further demonstrating the impact of event-driven consumer behavior.
Beyond raw sales numbers, this trend presents a major opportunity for brands and dispensaries alike. Localized, event-driven strategies can drive significant sales growth, especially when combined with smart marketing and operational optimizations. Special discounts and product bundles in the days leading up to and following celebrations can help maintain momentum, while aligning dispensary hours with parade schedules ensures businesses capture both pre- and post-event purchases. With St. Patrick’s Day falling on a Monday this year it may be possible to extend the weekend sales boost into what is typically a slower cannabis retail day, turning a traditionally quiet Monday into a high-performing one.
Additionally, geo-targeted digital ads, SMS campaigns, and in-store signage are proven methods for attracting partygoers in real time. By positioning top-selling products near the front of the store and highlighting them in digital promotions, businesses can boost impulse purchases and drive additional revenue.
For brands and retailers operating in parade-heavy cities like Chicago, Phoenix, and Pittsburgh, St. Patrick’s Day isn’t just another holiday—it’s a major revenue opportunity. With the right approach, the holiday can drive increased foot traffic and stronger market share.
Final Takeaway: St. Patrick’s Day is a Green Goldmine
St. Patrick’s Day may not be the most obvious cannabis sales event, but it’s a profitable holiday opportunity. Through best-selling products, the rise of concentrates, or localized demand spikes in celebration zones, retailers and brands can effectively capitalize on the holiday rush.
To succeed during this holiday, businesses must tailor their marketing strategies to resonate with consumers looking to celebrate.
By leveraging targeted promotions, optimizing product assortments, and aligning marketing efforts with local festivities, businesses can turn St. Patrick’s Day into a high-performing sales event. With a bit of planning and smart execution, luck will have nothing to do with it.
Looking for more cannabis insights backed by the number one data source in the industry? Check out BDSA’s blog on how to optimize cannabis brand and retail sales for 4/20. Want to learn more about BDSA? Reach out to request a demo.
Updated March 2025, by Jeremy Goodison