4/20 Performance Brief
How 4/20 Engagement Lifted Baskets
On 4/20, Store D shoppers who interacted with products spent $19.25 more per basket, and Store C shoppers who tapped the Advertised Brand A spotlight spent $6.42 more. This brief shows where those signals appeared and what they suggest for the next peak day.
On 4/20, engaged shoppers at Store D and Store C bought bigger baskets.
The two strongest signals came from different behaviors: physical product interaction at Store D and ad clicks at Store C. Both were measurable at the session level, and both point to specific next actions.
+$19.25
+$6.42
9×
What this brief measures
This brief isolates the shopper-level signals behind the retailer's 4/20 sales spike. It focuses on two behaviors that aligned with bigger baskets and one funnel view that shows where sessions converted.
- Shelf interaction. Which individual shoppers picked up a physical product, and what that predicts about their basket size.
- Ad clicks. Which individual shoppers tapped an on-screen brand ad, and the basket-size difference vs shoppers who didn't.
- Engagement funnel. The pre-purchase path from sessions to checkout attempts, and where it concentrated on 4/20.
What Engaged Shoppers Spent
What engaged shoppers spent on 4/20
Some shoppers engaged physically, some engaged digitally, and some did neither. This page separates those cohorts and shows the baskets they produced.
The strongest 4/20 signals were measurable inside the engaged cohorts.
Store D · physical product interaction
On 4/20, 46 shoppers at Store D picked up a physical product off a sensor-equipped shelf before checkout. Their baskets averaged $105.68, compared to $86.43 for the 400 shoppers who did not interact with the shelves. That $19.25 gap comes from linking shelf interaction to the eventual basket at session level.
Across all of 2025, Store D's per-basket lift from shelf interaction averaged +$0.78. During the 4/20 week this April, it reached +$6.74 per basket across 346 engaged sessions, roughly 9× the dollar lift per engaged basket. The measurement layer is catching a substantially stronger signal at this store than it did a year ago.
Store C · on-screen brand advertising
On 4/20, 81 shoppers at Store C tapped the Advertised Brand A brand spotlight ad on the kiosk home screen. Their baskets averaged $57.73, compared to $51.31 for the 325 shoppers who saw the same screen and did not tap. The kiosk session data links the ad impression, the tap, and the eventual basket.
Across Apr 15–21, 507 Store C shoppers tapped the Advertised Brand A ad, 20% of all purchasing shoppers, with no sign of campaign fatigue. The per-basket lift compresses slightly on peak days because non-clickers' baskets are already elevated, but the channel keeps producing measurable lift throughout the window.
The Engagement Funnel
What the engagement funnel adds on 4/20
Every session on a TPB kiosk leaves a trail of events before (and sometimes instead of) a completed purchase. That pre-transaction path shows where interest built, where carts formed, and where shoppers dropped out.
| Event type (Store D, 4/20/2026) | Count | Visible in final sales report? |
|---|---|---|
| Shopper sessions started | 747 | × |
| On-screen product views | 3,089 | × |
| Items added to cart | 1,671 | × |
| Checkout attempts | 933 | × |
| Completed purchases | 446 | ✓ |
Only the completed purchases row appears in final transaction reporting. The rest of the funnel explains how the day moved shoppers toward checkout and where future intervention could matter.
Where the TPB layer extends standard 4/20 reporting
| Question you might ask about 4/20 | TPB Layer | Standard POS |
|---|---|---|
| How much did we sell? | ✓ | ✓ |
| Which brands and categories sold most? | ✓ | ✓ |
| What hours were busiest? | ✓ | ✓ |
| Which shoppers picked up physical products before buying? | ✓ | × |
| What did shelf-interacting shoppers spend vs non-interacting? | ✓ | × |
| Which shoppers tapped a brand ad before buying? | ✓ | × |
| What did ad-clicking shoppers spend vs non-clickers? | ✓ | × |
| How far did abandoned sessions get in the funnel? | ✓ | × |
| Which stores are best positioned to add ads? | ✓ | × |
The first three questions sit inside any daily sales report. The remaining six require session-level TPB data and are the ones that inform the next operational move.
Bottom line
The clearest 4/20 opportunity is Store D. Shelf interaction produced +$19.25 per basket there, and no ad campaign was active. Store C shows the digital channel can add another +$6.42 per basket when shoppers engage with it.
- Store D has the strongest physical-engagement signal in this retailer's portfolio and the clearest case for activating digital media.
- Store C shows the Advertised Brand A spotlight still produced lift even on the highest-intent shopping day of the year.
- The engagement funnel gives the retailer a reusable framework for diagnosing the next event day store by store.
The value of the TPB layer is not that it confirms 4/20 was big. It shows which shopper behaviors were worth more, where the next campaign should go, and where conversion work remains.