Whether it’s back to school shopping, stocking up on candy before Halloween, or the Black Friday rush — the seasonal nature of retail is always on full display. But what about cannabis retail?
With the continued spread of legalization across states, we’re beginning to see the impact of the holidays on cannabis retail sales. While 4/20 continues to reach new highs, the “unofficial” holiday for cannabis consumption isn’t the only seasonal holiday period where retailers can expect a spike in business.
This year, Americans spent more on cannabis products for Halloween weekend, than we did on costumes and candy combined. The Friday before Labor Day brought in $90.1 million in national retail cannabis sales, making it the second-largest sales day of 2021 thus far (behind only 4/20). Independence Day weekend brought in approximately $182.6 million in sales.
For cannabis retailers, it’s clear – no matter what holiday we’re celebrating, cannabis is always in high demand.
How can your dispensary take advantage of the holiday spending spree? Here are a few tips dispensary holiday marketing tips to help you make the most of the season.
Utilize Text Messaging
Shoppers are bombarded with sales and specials all winter long, especially in their email inbox. Text message marketing allows you the opportunity to stand out from the crowd in a more personal way. It helps you engage with your customers in real-time with messages tailored to their preferences.
Offer Online Ordering
Today’s consumer craves convenience and simplicity. Unfortunately, the holidays, particularly around Thanksgiving and Christmas, can be a stressful time for consumers. Between normal day-to-day life, holiday celebrations, traveling and gift buying, there never seems to be enough time to get everything done.
One thing dispensaries can do to make their customer’s lives just a little easier is to offer online ordering. Dispensary online ordering eliminates the need for meandering aimlessly through overcrowded retail stores and offers that immediacy and convenience today’s consumer craves.
Leverage Past Data
Utilize past experience to inform the future. In 2020, the Wednesday before Christmas was the third highest sales day of the year. Black Friday was the fourth highest sales day.
This type of data on your customers’ previous purchasing behavior, along with additional information on their age, gender, frequency of purchase and product preferences can help you understand your core clientele.
When it comes to the holidays, you can optimize everything from decorating your dispensaries with festive displays to stocking high performing products to ensuring proper staffing.
