420 Advice from Cannabis Retailers

As 420 approaches, every cannabis retailer is preparing for a safe, successful holiday.

The focus is simple: draw in tons of customers, provide them with an outstanding experience, and maximize profit margins. But the process to achieve an optimal 420 holiday takes significant planning and execution from top to bottom.

To find out how top dispensaries are winning 420, we gathered real advice from cannabis retailers across various U.S. markets. Here's what they had to say.

April is blooming with deals

The first thing that comes to mind when we think about 420 are the deals, discounts, sales, specials, and bargains—whatever you call them, lower prices are important.

In fact, 74% of all 420 transactions included a discount in 2024.

However, holiday deals don’t just happen on April 20th, they can (and should) span multiple days, if not weeks, to ensure everyone gets a chance to shop lower prices.

Whether it’s a few days or a few weeks, dispensaries that extend 420 promotions see higher revenue, more manageable crowds and an appreciative customer base.

But consumers aren’t the only ones shopping for killer deals on and around April 20th.

Dean Warner at Green Point Wellness also utilizes the holiday season to secure more affordable inventory.

Holiday discounts extend from seed to sale. Growers and suppliers capitalize on higher volume sales by discounting to retailers, who in turn pass their savings onto consumers.

Cultivating loyalty long before 420

Cultivating dispensary loyalty year-round is an often underestimated ace in the hole when it comes to pulling off a successful 420 event.

“We get a lot of repeat business. We have a lot of loyal customers and we have a lot of replenishment customers that drive in from neighboring states because of where we're geographically located," said Rochea from The Pass.

"When we look at it in our planning, not just for 420, but our day-to-day leading up to 420, we know we have an audience that travels for our brand. This happens because we’ve built trust and relevance."

That sort of loyalty isn’t built overnight, but it’s a fantastic resource to lean on when promoting a holiday like 420. When customers are traveling vast distances to purchase your products, you reap the rewards.

Another equally important type of customer loyalty relates to the 420 celebration itself. If you throw a killer holiday party the year before, there’s a great chance you’ll see many attendees return year after year.

That is what’s happening for Life Flower Dispensary in Denver. They hold an annual 420 event that is always sure to draw a crowd.

It’s one thing to hope your 420 event is appealing enough to cover costs and generate substantial revenue, it’s another to be certain. The best way to instill confidence in yourself and your team that this year's 420 will be a hit is to lean on the loyalty of satisfied patrons from prior years.

Anything is possible with the right team

In a 2022 report, Headset found about 55% of budtenders will turnover within a given year. That’s 8% higher than the national average!

Staff retention and training are critical to dispensary success, and not just because it can cost up to 33% of an employee’s annual salary to replace them.

An event like 420 is where you can clearly see the value of a well-trained staff. They're able to handle the crowds and leave an overwhelmingly positive impression on holiday shoppers.

While 420 can bring big crowds, long lines, and non-stop transactions, it doesn’t have to be chaos.

One way The Pass leverages its staff’s capabilities to improve the customer experience is by offering additional ways to place orders. Rochea says, “Given the size and tenure of our staff and their proficiency in workflows and customer service, we process a solid number of overnight orders. There are days where we come in and have lots of overnight orders ready for pickup by 8:00 AM.”

When employees are capable of more advanced workflows, like processing numerous online orders before your doors even open, you can minimize 420 foot traffic and still keep revenue potential high.

This sort of staff camaraderie is noticeable at Life Flower Dispensary as well.

When your staff is having fun, your customers will too.

But it takes more than a solid budtender training program to curate and retain top talent. To truly win over the hearts of your employees, Rochea says you need to “give your staff the opportunity to share feedback and feel like they're a part of something.” She adds, “Ignoring their contribution and the potential influence that staff has on business is where a lot of retailers go wrong.”

Though it may seem like a cliche, a staff at any business is a team. If everyone understands their impact and works toward winning, the whole team has fun and the business succeeds.

Bringing the cannabis community together

420 events range from basic discounts to large scale concerts. The way your store celebrates will depend on numerous factors, like customer base, budget, and event experience.

But you don't need to throw a massive, expensive party to have success. A more simple approach can be just as effective.

For example, Life Flower Dispensary holds an annual 420 celebration complete with live glass blowing, high-value giveaways and free pizza from Blue Pan Pizza’s food truck.

Green Point Wellness has also seen 420 success with a more chill 420 event vibe.

Cannabis is a social experience, so host events that bring people together and provide an opportunity to learn and connect. By focusing on creating an inviting atmosphere to everyone in the community, from experienced cannabis connoisseurs to curious newcomers, you can create a dispensary experience that truly stands out and makes a positive impact.

Ready to make this 420 the highest yet?

Start early. Stay flexible. Support your staff, and lean on your loyal customers.

We'll finish with the most practical advice of all...

Now is the time to put these insights into action and make this year's 420 the best one yet for your dispensary! Big thank you to the featured dispensaries for sharing your insights with us. If you have any advice you'd like to add, send your suggestions to marketingteam@flowhub.com.