PHILADELPHIA, PA — Ethos Cannabis will close all of its retail locations across Pennsylvania, Massachusetts, and Ohio on April 20, foregoing one of the industry’s busiest sales days to give employees a paid day off and shift focus away from retail promotions.
The company said the decision was communicated to employees during an all-hands meeting in December and added to its 2026 holiday calendar.
Chief Executive Officer Gibran Washington said the move is intended to refocus the day on its origins rather than commercial activity. “What began as a celebration of the plant is closer today to a retail frenzy, with discounts and doorbusters driving the conversation instead of intention and care,” Washington said.
Washington added that emphasizing pricing risks commoditizing cannabis and undermining long-term industry stability. “We want to change the conversation and get back to the original spirit of 4/20,” he said.
While retail locations will be closed, wholesale operations will continue without interruption, with advance coordination provided to business partners.
The closure is part of a broader “More Than a Day” campaign running from April 1 through April 30, which includes educational content, product curation, and patient-focused programming.
Dr. William McLay, the company’s lead pharmacist, said the initiative emphasizes guidance over promotional sales. “What people actually need from cannabis rarely starts with a discount,” McLay said. “It starts with someone who will actually listen.”
The campaign includes clinical input integrated into product descriptions, video content, and educational materials, along with new strain reviews, curated product collections, and personalized recommendations.
Ethos said it plans to evaluate the results of the April campaign and share outcomes, including whether the approach proves sustainable.
Patients and customers can access additional information at ethoscannabis.com.
Ethos Cannabis operates in Pennsylvania, Massachusetts, and Ohio, with a portfolio that includes the brands Natural Selections, Eleven, Headliners, and Meigs County.
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