Missouri marijuana sales near $7 million on 4/20

Missouri marijuana sales near $7 million on 4/20

DCR data shows $6.98 million in single-day sales, while Headset ranks Missouri sixth among tracked U.S. cannabis markets for the holiday

Missouri’s legal marijuana market posted its strongest 4/20 sales day to date, with state data showing nearly $7 million in single-day sales and market data from Headset pointing to sharp year-over-year growth in both dollars and units.

Retailers recorded $6.98 million in marijuana sales on April 20, 2026, according to DCR data provided to Greenway. Consumer sales accounted for $6.18 million, while medical marijuana sales totaled $807,543.

The single-day total underscores the continued strength of Missouri’s adult use and medical marijuana markets during one of the industry’s most important retail moments. Consumer sales represented 88.44% of the day’s total, while medical marijuana sales accounted for 11.56%.

“4/20 is our industry’s Super Bowl, and the fact that all three of our stores were up more than 30% on average this year tells us Missouri cannabis consumers are showing up for their local dispensaries and that the category continues to mature in a healthy way,” said Nicholas Rinella, CEO of Hippos Dispensary.

Separately, data from Headset showed Missouri generated $6.88 million in tracked sales across more than 284,000 units on April 20, ranking sixth among tracked U.S. cannabis markets for the holiday. Headset reported Missouri behind California, Michigan, Illinois, New York, and Arizona, and ahead of markets including Massachusetts, New Jersey, Colorado, Oregon, Washington, Maryland, and Ohio.

According to Headset, Missouri’s 4/20 performance represented a 23.5% increase in sales and a 32.5% increase in units compared to April 20, 2025. The data also showed the day itself accounted for a larger share of the full 4/20 week than it did the previous year, suggesting Missouri consumers concentrated more of their holiday spending on April 20 rather than spreading purchases across the surrounding days.

For the seven-day period from April 14-20, Headset reported $34.37 million in Missouri sales in 2026, compared to $34.11 million during the same period in 2025, an increase of 0.8%. Unit sales for the full week increased from 1.23 million in 2025 to 1.33 million in 2026, a 7.9% increase.

   

The contrast between the full week and the holiday itself was more pronounced. Headset reported that April 20 accounted for 20.0% of the week’s Missouri sales in 2026, compared to 16.3% in 2025. Unit share followed a similar pattern, with 4/20 representing 21.4% of the week’s units in 2026, compared to 17.5% in 2025.

Discounting also played a significant role in the day’s retail activity. Headset reported approximately $3.00 million in total Missouri discounts on April 20, with a 30.4% discount rate across the market.

Flower remained the leading category by dollar sales, generating $2.85 million across more than 92,000 units, according to Headset. Vapor pens followed with $1.56 million in sales across more than 46,000 units. Pre-rolls generated $1.07 million across more than 80,000 units, while edibles totaled roughly $944,000 across more than 48,000 units.

Concentrates generated roughly $353,000 in sales across more than 10,000 units and had the highest discount rate among major categories at 32.9%, according to Headset. Flower followed closely with a 32.4% discount rate.

The brand leaderboard was led by Illicit / Illicit Gardens, which recorded roughly $528,000 in sales across more than 17,000 units, according to Headset. Vibe Cannabis (MO) followed with roughly $419,000 across nearly 16,000 units, while Sinse Cannabis ranked third by sales at roughly $397,000 and led the top 15 brands by unit count with more than 21,000 units.

Flora Farms ranked fourth with roughly $340,000 in sales, followed by Good Day Farm at roughly $310,000. The rest of Headset’s top 15 included CODES, Vivid (MO), Proper Cannabis, Curio Wellness, Rove, Elevate, Galactic, Amaze Cannabis, Jeeter, and Robust.

The data reinforces 4/20’s continued importance as a sales driver in Missouri, even as the broader market matures. While the full week grew modestly year-over-year, the holiday itself produced a significant increase in sales and units, showing that 4/20 remains a defining retail event for Missouri dispensaries, brands, and consumers.