The marijuana industry saw a huge uptick in sales over Super Bowl weekend. While traditional Super Bowl parties typically involve chicken wings and alcohol, the increased acceptance and legality of marijuana use have made the substance a growing staple for some sports-related festivities.

Jude Widmann, director of operations at the marijuana delivery service GreenRush, told Forbes that his company saw a 310 percent increase in orders during Super Bowl 50 weekend in California.

“Super Bowl 50 was our highest grossing weekend to date, eclipsing New Year’s Eve,” Widmann said. “We expect to see cannabis and cannabis deliveries in particular to continue to become a more routine, normalized element of all holiday celebrations in the future.”

The spike in marijuana sales underscores the growing need for marijuana businesses to take the extra steps required to be prepared to meet the increased demand brought on by events like the Super Bowl.

According to Mike Bologna, chief executive officer of Green Lion Partners, “Situations like what Green Rush faced during the Super Bowl weekend are precisely why we advise our clients to complete stress testing above and beyond normally expected traffic.”