The Super Bowl Effect:
A Game Changer for Cannabis Retailers
It’s no surprise that wings, pizza, and beer sales spike for the Super Bowl, but cannabis is joining the lineup in a big way. Sales start rising 11 days before kickoff, peaking with an 82% lift on Super Bowl Monday as consumers keep the party going—or recover from the night before.
Surfside and Vetrina teamed up to dig into 2025’s cannabis sales around the Super Bowl, because after all, what’s better at a watch party than weed?
Grab the report!
Cannabis and the Super Bowl:
Traditional cannabis marketing calendars center around 5 peak holidays.
While these occasions undoubtedly drive sales, there are always opportunities to create new touchpoints with customers.
Last year, cannabis basket sizes surged by 60% in the lead-up to game day, with pre-rolls (+90%) and THC beverages (+87%) leading the charge. Saturday before the Super Bowl was the highest-grossing sales day of the year—outperforming even major holidays.
Major events like this create additional opportunities to increase retail revenue by driving customers to stores, increasing the frequency of their purchases, or growing basket sizes.
Key Questions Addressed in this Report:
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When do cannabis sales start climbing before the Super Bowl?
(Hint: It’s earlier than you think.)
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What products see the biggest sales spikes?
(Pre-rolls, THC drinks, and more.)
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How do Super Bowl sales compare to 4/20 and Green Wednesday?
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How can retailers & brands collaborate to maximize revenue?
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Don’t sit on the sidelines—capitalize on the biggest cannabis retail opportunity before 4/20. Get the insights you need to drive bigger baskets, repeat purchases, and game-day promotions that work.
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