The biggest sales day of the year for the cannabis industry is April 20th, more often referred to as 4/20. We are anticipating this year to be massive since the country is finally starting to open back up after the pandemic. The states that legalized in the past year should expect the highest turnout, followed closely by the states that legalized in 2020. This will be the first 420 users in these states can freely partake in!
When to start preparing your store for 420
You should start thinking about your 420 plans and promotions now, and make sure to get your order in ASAP. Supply chain issues are still slowing down deliveries, and you want to make sure your shelves are fully stocked. 4/20 falls on a Wednesday this year, so the weekend before (4/15-4/17) is expected to be extremely busy.
Dispensary foot traffic will be the highest on the 20th, with customers shopping for accessories and new pieces in advance. Lazy stoners are just a stereotype. There are plenty of smokers who have been dreaming about 4/20 for months (or years for the newly legal!) and will be proactive in getting all their supplies in order. As soon as April rolls around, start moving things around and deciding which products to display in key areas. You are most likely to sell more expensive, crazy, or novelty pieces during this period than any other time of the year.
Cater to every type of customer
You know better than anyone which products sell the best in your store. Put these at the top of your list, and make sure you order more than you would for a typical month. These are the products that your customers have proven to love, so keep the consistent sales flowing. A well-curated store will offer products in every category year-round, but this is vital for smoke shops in April.
4/20 has historically been a day to celebrate cannabis flower, while 7/10 has become the concentrate-focused holiday in recent years. Concentrates have been exploding in popularity lately, so highlight picks from both categories. Tons of new electric devices have been coming out lately, so now is the perfect time to show them off.
Prepare to educate first-time users
This month will bring in more novices than any other month. For regular users, 4/20 is a fun party time to get together with friends or just kick back and smoke a little more than usual. For inexperienced users, it can be that day of the year when the stigma against cannabis falls even lower, and they feel compelled to finally give it a try. Make sure to have plenty of beginner items displayed. Create a newbies section or put together weed and/or wax starter kits to make sure they leave with all the supplies they need for a successful first time.
The easiest but often overlooked way to prepare for 420 is to make sure that your team has been prepped on product information and reminded to be patient with new users. This holiday is all about having a good time, and that should start from the very first interaction. Taking the time to answer why they would need a grinder, or the best temperature to set their vape pen to will go a long way! A kind, positive interaction is also the perfect opportunity to suggest add-on products to maximize sales.
If you have tv screens in your store, think about playing demo videos or videos showing the products you sell in use. Visit the Cannatron Media Center for high-quality video assets you can use right in your own store!
Put your craziest pieces front and center
420 is one of the few times of the year even the most frugal customers will contemplate increasing their basket size. That makes it the best possible time to display the biggest, baddest, most insane glass bongs and dab rigs prominently. Give awards to your products to create a conversation around them! Awards like “Tallest Bong,” “Biggest Bowl,” or “Most Useful Grinder” draw more attention to products that might be otherwise overlooked.
Non-glass novelty products like the massive RAW cones, or ceramic mug pipes are also great 420 options. Holidays mean parties, so these products that are just plain fun will perform exceptionally well during this period. Personal bulk cone boxes, rolling trays, and of course, rolling papers and blunt wraps should also be on your list.
What should you discount for 4/20?
Unlike Black Friday or other discount-heavy holidays, customers are not strictly motivated by discounts and sale prices for 420. This is the time they are most likely to drop more cash on an expensive piece or load up their basket with anything cool that catches their eye. You don’t need to rely on heavy discounts to have a successful 4/20. A thoughtful store layout and employee recommendations can drive major sales.
Choose a handful of your pricier items, like electric dab rigs, expensive glass pieces, or any popular product customers would be surprised to see on sale. Be strategic when selecting your sale items; offering substantial discounts on a handful of loss leaders will increase foot traffic. Once they’re in the door, they will hopefully add additional, non-discounted items to their order.
The sooner your 420 is planned out and order is officially placed, the better prepared you will be for the big day. Make sure your employees have April 20th on their minds, too. Educate them on how to use all the best-selling products, and make sure they are aware of trends, incoming new products, and any promotions you are planning to run so they can help deliver a great experience and convert first-time customers into lifetime customers.