A candlelight dinner, roses, a heart-shaped box of chocolates. While there is nothing wrong with the traditional Valentine’s Day experience, your dispensary customers probably prefer a slightly more unique way to celebrate the holiday of love.
Cannabis consumers have shown a propensity to celebrate just about any holiday season with a trip to their favorite dispensary. Valentine’s Day may not compare to 420, or even Thanksgiving weekend in terms of total sales. However, if you own or operate a dispensary you should expect a bump over your average sales. In 2021, cannabis consumers spent approximately $170 million during Valentine’s Day weekend (2/12-2/14), with Friday (2/12) sales taking 46 percent of that sum, a 1.46x increase of daily average sales. Given the growth of the cannabis industry in the past year, it is fair to expect more of the same in 2022.
With this in mind, how can your dispensary make the most of Valentine’s Day? Assuming your customers prefer buds to rosebuds, we’ve got a few ideas in mind.
Flower
Who doesn’t love fresh flowers for Valentine’s Day? In 2021, flower accounted for 48 percent of cannabis retail sales during the Valentine’s holiday week (2/8-2/14).
According to our data based on 2021 trends, flower is a favorite among the younger demographic (under 40), particularly the hybrid to sativa-leaning variety. For those in this age group looking to spend a night on the town with their loved one, you can’t go wrong with a promotion centered around a Ghost Train, Pineapple Express or Sour Diesel strains.
Edibles
Maybe your customers would rather get a sweet treat for their sweetheart? While edibles accounted for just 7.6 percent of retail sales in 2021, they are far and away the preferred product of men and women over 60, an age group who purchases more edibles than any other age group, according to our MJ Platform research. If you’re looking to tailor your Valentine’s Day inventory to a slightly older crowd, be sure to keep plenty of edibles on hand.
Topicals
Looking to court new customers this Valentine’s Day? Why not try a niche cannabis product with more mainstream appeal? Topical cannabis products, such as lotions, bath bombs, and massage oils, likely make up a relatively small part of your overall sales but are a great way to introduce people to cannabis, particularly on a holiday such as Valentine’s Day.
Share the love this Valentine’s Day
For dispensary owners and operators, Valentine’s Day is an opportunity to win new customers and retain existing ones with innovative products whose benefits last well beyond February 14th.
Utilizing data from your cannabis POS helps you understand purchasing behaviors of your customers and tailor your Valentine’s Day promotions to better serve them. Data on the age, gender, frequency and product preferences of your core clientele can help you optimize everything from designing your dispensaries to stocking high-performing products.
Using this data in conjunction with MJ Platform and to design custom marketing campaigns with interactive content and personalized messaging to drive traffic to your retail store or online menu. To learn more about MJ Platform and its’ capabilities for your operation, click here for a live demo.
