4/20 Isn’t Just A Holiday—It’s A Stress Test
For cannabis dispensaries, it’s the day everything gets louder: more customers, more promotions, more questions, more pressure. And while it’s tempting to treat 4/20 like a single-day sprint, the dispensaries that win treat it like a months-long strategy.
Preparation—not panic—is what separates smooth, profitable 4/20s from chaotic ones.
Here’s how smart cannabis dispensaries prepare for 4/20 in a way that drives revenue, protects margins, and keeps their teams (mostly) sane.
Start Planning Earlier Than Feels Necessary
If you’re planning 4/20 in April, you’re already behind.
Strong 4/20 performance is built in Q1—when traffic is calmer, systems can be adjusted, and marketing decisions can be made intentionally. Early planning allows dispensaries to:
- Forecast inventory accurately
• Coordinate with vendors and brands
• Build layered promotions instead of rushed discounts
• Train staff on products and compliance
• Warm up customers before the rush
4/20 should feel like a launch, not a last-minute scramble.
Audit Your Inventory Before You Plan Promotions
Promotions should follow inventory—not the other way around.
Before locking in any 4/20 deals, dispensaries need a clear view of what will actually be available in volume. This includes:
- Best-selling SKUs that can support discounts
• Slow-moving inventory that needs strategic bundling
• New products worth spotlighting
• Categories with strong margins (not just high demand)
Blind discounting leads to stockouts, disappointed customers, and stressed staff. Smart planning ensures you’re promoting what you can actually deliver.
Build Promotions That Go Beyond “Discount Everything”
Discounts drive traffic—but strategy drives profit.
The most successful 4/20 dispensaries don’t rely solely on blanket markdowns. Instead, they layer promotions that guide behavior and protect margins, such as:
- Bundle deals (mix-and-match flower, pre-roll packs, edible samplers)
• Loyalty-exclusive offers to reward repeat customers
• Time-based deals to control traffic flow
• Category spotlights to introduce new products
• Spend thresholds that increase average order value
The goal isn’t just more transactions—it’s better ones.
Prepare Your Staff Like It’s a Product Launch
Your team is your front line—and 4/20 tests them hard.
High-performing dispensaries treat 4/20 like a major product launch by making sure staff are trained on:
- Promotion details and limitations
• Product knowledge for featured SKUs
• Compliance requirements and purchase limits
• How to handle high-volume customer questions
• Upselling without slowing down transactions
Clear prep reduces mistakes, speeds up checkout, and protects the customer experience when lines get long.
Lock In Your Marketing Early (and Warm Up Your Audience)
If customers only hear from you on April 19th, you missed the opportunity.
Effective 4/20 marketing starts weeks in advance to build anticipation and educate customers. This includes:
- Email and SMS countdowns
• Teasers for deals and bundles
• Educational content highlighting featured products
• Loyalty reminders and point balances
• In-store signage prepped ahead of time
By warming up your audience, you turn 4/20 from a surprise sale into a planned shopping event.
Stress-Test Your Tech Stack Before It Breaks
4/20 exposes every weak link in your systems.
Before the rush hits, dispensaries should audit and test:
- POS stability and update readiness
• Online ordering and menu accuracy
• SMS and email delivery timing
• Loyalty tracking and redemption rules
• Website traffic handling
Fixing tech issues in March is manageable. Fixing them on April 20th is a nightmare.
Plan for the Day After (Not Just the Day Of)
4/20 doesn’t end when the doors close.
Smart dispensaries plan follow-up strategies to retain new and returning customers, including:
- Post-4/20 thank-you campaigns
• Bounce-back offers valid in late April or May
• Loyalty enrollment pushes for new shoppers
• Data review to inform Q2 promotions
The biggest mistake dispensaries make is treating 4/20 as the finish line instead of the starting point.
4/20 Rewards Preparation—Not Panic
Every dispensary wants a record-breaking 4/20. But the ones that truly win are the ones that don’t burn out their staff, blow their margins, or damage the customer experience to get there.
Preparation is what makes 4/20 profitable instead of painful.
Plan early. Train your team. Build smart promotions. Strengthen your systems.
Because when 4/20 arrives, it’s too late to fix what should’ve been handled weeks before.