April 20 has always been a holiday for cannabis consumers and the industry in general, but one Massachusetts retail chain is making it official and giving its employees the day off to celebrate.
“4/20 is a day to show appreciation, love and respect for cannabis and its power to help amplify the health and happiness that people experience in their daily lives,” Sian Leininger, director of retail and customer engagement at Temescal Wellness, said in a press release. “For us, it’s a day to celebrate our employees, whose passion, knowledge and true dedication inspires their unparalleled service to our customers and our community all of the other days of the year.”
According to the company, which owns three retail locations and two production facilities in Massachusetts, the move is designed to “normalize” the holiday for the industry and the general public.
However, the decision is not without cost as 4/20 is often the most profitable day of the year for cannabis retailers, making it a little like a church that closes on Christmas.
Leininger acknowledged the potential loss in sales, but said the company’s core value of “wellness” led it to make the decision.
“While 4/20 is one of our most profitable days, we hope making it a paid holiday off for our team elevates it as a day for everyone to celebrate cannabis and the community around it,” Leininger said.
To make up for the loss of sales on the day, Temescal Wellness will use the entire month of April to provide a series of special offers, as well as sales after the 4/20 holiday, to help customers “replenish depleted supplies.”
— Brian Beckley