4/20 Prep: How Wholesale Cannabis Operators Can Maximize Sales in 2025

This 4/20 is projected to be the biggest sales day in U.S. cannabis history. Wholesale cannabis brands and retailers need to be more prepared than ever to capitalize on the demand. Read on to learn about wholesale 4/20 strategies for cannabis operators.

LeafLink’s platform data from 2024 shows that wholesale cannabis sales increase by 28% during the weeks leading up to 4/20 compared to the rest of the year. For wholesale cannabis operators, cultivators,  and manufacturers, nearly half of total revenue comes from seasonal sales, much of which is driven by 4/20. To successfully navigate this peak sales period, wholesale cannabis operators must build 4/20 strategies that:

✔ Optimize inventory levels to avoid stockouts
✔ Stock the right product assortment for shifting demand
✔ Fine-tune discounting strategies to maximize margins

1. Optimize Inventory Levels Before the Rush

4/20 isn’t just a day—it’s a season. The highest sales volume starts weeks before April 20th, and brands and retailers that don’t plan ahead risk missing out.

During the lead-up to 4/20 in 2024, wholesale cannabis brands on LeafLink’s platform sold 25% more units than in the month prior. This creates challenges for both wholesale cannabis retailers and brands:

✔ Brands: Large purchase orders require significant working capital, and competition is fierce. Offering flexible payment terms can make a difference in securing deals.
✔ Retailers: Smaller store footprints and state-level storage restrictions make it difficult to keep shelves stocked. Stockouts reduce revenue and drive customers to competitors.

2. Stock the Right Product Assortment

Product demand shifts significantly leading up to 4/20. Flower, pre-rolls, and concentrates see notable category share increases, while other wholesale cannabis product types see less movement.

These charts show how category performance varies by year.

For example:

• Flower’s category share jumps by 21% around 4/20—it’s a must-stock item for retailers.
• Pre-rolls, concentrates, and edibles also see elevated demand, making assortment planning key.

✔ For retailers: Ensure shelf space aligns with demand trends.
✔ For brands: Allocate post-harvest inventory strategically to meet increased orders.

3. Fine-Tune Promotional Activities

Discounting is expected during 4/20, but strategy matters. Competitive markdowns can create a “race to the bottom,” hurting profitability. Instead of slashing prices across the board, focus on targeted discounts that drive basket size.

This visual highlights which product types see the biggest wholesale lift during 4/20.

✔ For retailers: Nearly 90% of 4/20 retail baskets include a promotional item—but the goal should be increasing both transaction count and basket size.
✔ For brands: In 2024, brands offering 4/20 promotions on LeafLink saw a 31% increase in sales, and sample requests doubled. Volume-based deals help drive sell-through.

Conclusion

4/20 is the biggest wholesale cannabis sales opportunity of the year, and the brands that plan ahead will win. By implementing 4/20 strategies that include managing inventory effectively, stocking high-demand products, and crafting smart promotions, wholesale cannabis operators can maximize revenue and profitability during this key holiday.

Wholesale cannabis retailers looking to discover new brands and stock up ahead of 4/20 can sign up for a free LeafLink account. Wholesale cannabis brands can request a free demo to learn more about LeafLink. For current brand customers looking to boost their 4/20 sales, reach out to our advertising team to learn more about advertising opportunities on LeafLink.