Make More Money by Focusing on Holidays Consumers Already Care About

If you follow our content, chances are you know how much we promote aligning major sales days with already existing consumer holidays. Almost no other consumer holiday proves this point better than the 4th of July, which always comes the week before 710.

The 4th of July took the 2nd place position back in 2022 for best sales just behind 420. While we couldn’t find updated sales data for 2023 by the time of publication, the point is clear: traditional holidays drive sales.

This year, prioritize your marketing efforts around July 4th. You stand to make the most revenue by doing so. You’ll also want to be clever and crafty to punch above the noise.

Here are some ideas on how you can capitalize on the holidays by learning from the most successful campaigns we see in Happy Marketers on these dates.

July 4th

Types of Promotions:

• Spend big and save ($100+ order minimum) - increase that basket size
• “Stock up” with sales on shareable products like pre-roll packs, bulk flower, gummies, and drinks - inspire customers to provide for friends, family or guests they’re going to be celebrating with
• Bring a friend campaigns - increasing your customer base is a great way to increase and extend the value of your sales, as well as your opt-in list
• Reminding shoppers of holiday hours (or verifying they ARE open for the holiday) - this is almost always a successful strategy for any traditional holiday
• Pet products on sale for fireworks anxiety - be the company that thinks of that little extra for your customers
  • Also, give veterans an extra deal for the same reasons, as well as to show your appreciation on a day that is likely important to them
• Free delivery + curbside pickup savings - don’t forget that people are already naturally out and about preparing for festivities, from buying things to grill up and things to keep cool to things to get high. Make life a little easier on them.

Ideas for On-Premises Festivities:

• Early bird specials - make your spot the first stop on your customers shopping list
• Spin-the-wheel - we’re all dopamine addicts at the end of the day, and we love spinning wheels to win things, blame The Price is Right
• Food trucks - hot dogs, burgers, tacos, pizza, you can’t go wrong co-marketing with a local food vendor

Other things to consider for the holiday:

• Start your 4th of July campaigns early. This is a holiday most people make plans for and are more likely to purchase ahead, shop early on the day, or order delivery for their holiday goodies and party favors.
• Last year, July 4th fell on a Tuesday with plenty of people going back to work the next day. Many get-togethers likely happened over the weekend before the actual Fourth of July. With July 4th on a Thursday this year, we can expect people to celebrate the day of and maybe a little through the long weekend as well.
• With both of those things in mind, be ready so you ain’t gotta get ready. People will be buying early, preparing out of town camping trips, and partying locally. Stay active throughout the week.

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710

Types of Promotions:

• Sales on vapes, concentrates, dabs, live resin/rosin, infused blunt/preroll products - let’s be honest, this is the whole point of 710. It’s a sales holiday for concentrates. Give the people what they want
• Glass + hardware bundles and sales - there is no concentrate consumption without devices and accessories, so bundle intelligently
• Early bird specials - do people want to spend 710 hitting dabs or waiting in lines? Help minimize congestion by inspiring early shopping
• Store-wide savings to cater to those who don’t consume oil products - people don’t like being left out, and other categories can often outsell concentrates, so don’t put all your oil in one basket. Find other discounts on flower or edibles to provide those customers.

Other things to consider for the holiday:

• Most 710 marketing was sent day-of for one-day deals.
  • Some retailers ran week-long promos acknowledging 710, but as this is much less of a “get-together” holiday than the 4th of July, for example. Consumers may celebrate by coming in to shop on 710 (then going right home to test out their new rig or live rosin).
• This year, 710 falls on what many retailers already have coined as a “Wax Wednesday.” Be cautious of over-discounting your oil products, but take advantage of celebrating with the dabbing enthusiasts who may already be shopping on Wednesdays.

Looking for more ideas and tools to support your dispensary marketing, not just on holidays, but every day of the year? Schedule a demo today and we'll show you what's possible using purpose-built tools made with you in mind.