#085 - 4/20 By The Numbers and Data-Driven Decision Making w/ Kris Walker, President & CCO @ Hoodie Analytics

High Spirits: The Cannabis Business Podcast

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Kris Walker from Hoodie Analytics joins us to decode cannabis market trends following 4/20, revealing how competing holidays, demographic shifts, and pricing strategies impacted this year's sales performance. Data shows 4/20 sales dipped 12% year-over-year, highlighting the industry's need for smarter decision-making beyond reflexive discounting.
• 4/20 fell on Sunday this year, competing with Easter and Passover celebrations
• Retailers spread promotions across the entire week rather than concentrating on a single day
• Demographic differences showed younger urban areas maintained stronger 4/20 performance than suburban regions
• The 45-54 age demographic (original 4/20 celebrators) saw a 20% drop in participation
• Price compression continues to challenge industry profitability despite oversupply opportunities
• Retailers can improve profitability by maintaining consistent pricing despite lower wholesale costs
• Premium pricing strategies work when brands create emotional connections with consumers
• Effective category management helps brands become trusted retail partners
• Customer segmentation enables more strategic resource allocation and personalized engagement
• Distribution, shelving, merchandising and pricing (DSMP) are the key leading indicators of sales success
Kris Walker is the Co-Founder, President, and Chief Commercial Officer at Hoodie Analytics, where he leads customer acquisition, product strategy, and the delivery of data-driven insights to some of the cannabis industry's top operators. With a career rooted in CPG, retail, and global analytics — including leadership roles at Nielsen and Big Chalk Analytics — Kris brings a wealth of experience in turning data into action. His mission at Hoodie is clear: help brands and retailers make smarter decisions, drive growth, and maximize ROI in one of the most complex consumer landscapes today.
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Chapters

1. Welcome and Cannabis Media Landscape (00:00:00)

2. Maryland's ESOP Law and WSWA Policy Update (00:05:10)

3. Introduction to Kris Walker from Hoodie Analytics (00:06:06)

4. Breaking Down 4/20 Sales Performance (00:14:07)

5. Pricing Strategy and Avoiding Race to Bottom (00:25:26)

6. Customer Segmentation and Brand Positioning (00:34:22)

7. Leading Indicators and Hoodie Connect Preview (00:49:07)

8. Final Thoughts and Last Call (00:56:23)