For years, the cannabis calendar had one holiday everyone planned around: April 20. Industry data now shows Independence Day weekend competing with it, especially the Friday before the Fourth. Here is where that claim comes from, what New York's regulators saw this summer, and how to shop a holiday weekend legally in the state.
Update: October 2026 — what New York's numbers showed
New York doesn't publish holiday-by-holiday dollar totals, but the state's regulator did look at the summer. At its August 6 meeting, the Office of Cannabis Management (OCM) told the Cannabis Control Board that warm weather and big events shaped buying patterns across the state. It named the NBA Playoffs, Fourth of July celebrations, 7/10 ("Oil Day") and the FIFA World Cup. OCM said shoppers increasingly bought cannabis ahead of summer weekends, and that beverages, pre-rolls and concentrates grew notably over the season.
OCM also said it is moving retail sales reporting to a quarterly schedule. On September 3, it launched a Cannabis Market Landscape Dashboard built on Metrc seed-to-sale tracking data, which is where more detailed holiday trends should show up. As of September 3, New York had 717 licensed dispensaries open.
Where the "biggest day" claim comes from
The best-known figures date to 2022. Data from the cannabis technology firm Akerna, reported by Adweek, put U.S. Fourth of July weekend spending at $255.5 million. Friday, July 1 alone brought in $106.7 million. That made it the second-best sales day of 2022, behind only 4/20, and up 19% from the same Friday in 2021.
The exact dollar figures change every year as more states open adult-use markets, so they are less useful than the pattern behind them: the big day is usually the Friday before the holiday, when people stock up for cookouts, beach trips and travel. The Fourth itself is often closer to normal. That matches OCM's finding that New Yorkers increasingly buy ahead of summer weekends. In 2026, July 4 fell on a Saturday, which put the stock-up day on Friday, July 3.
New York's summer in context
The holiday came during a strong stretch for the state market. OCM's July 2026 board release reported about $895.4 million in combined adult-use and medical sales for 2026 through June. Average daily sales reached about $5.26 million in June, and 683 dispensaries were open in early July. New stores kept opening all summer, so this year's holiday shoppers had more licensed options than in any earlier year.
New York also had more visitors than usual, with World Cup matches in the region through mid-July. OCM listed the tournament among the events that affected purchasing.
Drinks are the swing category
The fastest-moving part of the holiday basket is beverages. Market research firm Euromonitor, cited by AFP in July 2026, estimated U.S. cannabis beverage sales grew from $238 million in 2023 to about $720 million in 2025, and expects them to pass $1 billion in 2026. A low-dose seltzer replaces a beer at a barbecue more easily than a joint does, which helps explain why OCM saw beverages grow over the summer. Our explainer on THC drinks in New York covers doses and how long they take to kick in.
There is a federal complication. Many THC drinks sold nationally are made from hemp, not licensed cannabis, and a federal change to the legal definition of hemp is set to take effect in November 2026. Drinks sold in New York's licensed dispensaries are regulated by OCM as cannabis products. For more on what the federal change does, see the federal hemp THC ban is coming.
How to shop a holiday weekend legally in New York
- Check the license. OCM's dispensary verification list shows every legal store. Licensed shops display OCM's verification seal.
- Bring ID. Adult-use purchases are for adults 21+ with valid government ID.
- Know the limit. Adults may possess up to three ounces of cannabis and 24 grams of concentrate.
- Start low. Edibles and drinks act more slowly than smoking, and onset varies by person and product. Wait before taking more.
- Plan the ride. Driving while impaired is illegal, and you can't consume in a vehicle.
- Stay in state. Carrying cannabis across state lines is illegal under federal law, even into a state where it's legal.
What's next on the cannabis calendar
The summer rush is over, and fall brings its own promotions: Croptober harvest drops and Green Wednesday, the day before Thanksgiving. Our New York fall cannabis deals calendar tracks them, and you can compare current dispensary deals on High Today.
For adults 21+. Please consume responsibly.