In 2020, Americans purchased $18.3 billion worth of cannabis products, a 71% increase over 2019.
Cannabis sales were up 71% in 2020, driven by pandemic purchasing and newly legal states coming online.
When the COVID-19 pandemic hit the United States in March, many in the cannabis industry worried about a potential industry-wide shutdown. Instead, governors in most states declared cannabis an essential product. Dispensaries and retail stores responded by offering online ordering, curbside pickup, and delivery as COVID-safe options for their customers.
Customers responded by stocking up for months of stay-at-home advisories and social distancing. After a brief dip in late-March revenue, most stores saw a significant bump in April—and then the bump became a plateau.
Why didn’t hiring match sales increases?
Rising revenue usually drives more hiring, as businesses expand to meet the increased demand. But in 2020 two new factors caused staff hiring to lag significantly behind the revenue climb.
Investors were frightened off by less-than- spectacular returns on Canadian investments at the one-year anniversary of federal legalization up north. That made it harder for US companies to expand and invest in new employees. What little money was available all but vanished in late March 2020, when the COVID pandemic arrived.
The pandemic ultimately drove increased sales industrywide. But social distancing, occupancy limits, and shelter-in-place orders limited the ability of staff members to occupy a public retail space and work closely together.
In some cases, a reverse dynamic came into play. Some booming businesses reported staffing shortages as employees themselves fought off the virus, quarantined due to contact tracing, showed signs of possible infection, or were forced to stay at home due to underlying medical conditions. One business owner reported more staff turnover in 2020 due to the pandemic than in the previous five years.
Black ownership remains a pressing issue
As cannabis continues its run as America’s fastest-growing industry, troubling racial and gender disparities remain.
Black Americans represent 13% of the national population, but they represent only 1.2% to 1.7% of all cannabis company owners—a gap that is far too wide.
This year’s Leafly Jobs Report takes a deeper look into the factors that gave rise to that gap, the barriers that still remain in place, and the promising initiatives opening up opportunities.