Denver: A Missed Opportunity for Cannabis Brands This Holiday Season
The holiday season is upon us, and while festive ads flood our screens from beloved brands like Starbucks, Etsy, and Target, there’s a curious absence of cannabis marketing that’s hard to ignore. Ricardo Baca, the founder and CEO of Grasslands, a cannabis marketing agency in Denver, has some thoughts about why cannabis companies are missing the sleigh—all while holiday cheer is everywhere else.
What’s Going On?
Baca points out that most cannabis brands are not effectively tapping into the holidays, which is puzzling considering how saturated the market is with seasonal promotions. “My biggest gripe is that most cannabis brands are not taking full advantage of the opportunities presented to them,” he expressed during a recent conversation. As we settle into this year’s holiday hustle and bustle, Baca finds it frustrating that dispensaries and brands don’t seem to capitalize on holiday marketing beyond the token efforts of 4/20 or Green Wednesday.
It’s understandable, he acknowledges, that cannabis brands are navigating a challenging landscape due to their federal status, which categorizes THC products with substances like heroin. On top of that, business expenses are hard to deduct, thanks to the 280E tax code. “These are significant hurdles,” Baca notes, but they should not be excuses to ignore the incredible potential of holiday marketing.
Creative Strategies Await
So, what can these cannabis brands do differently to get in the festive spirit? Baca suggests four key strategies that could breathe life into their holiday marketing efforts:
- Holiday-themed packaging: “Packaging is a major pain point in the industry,” admits Baca. By simply infusing some holiday cheer into their product packaging, brands can captivate consumers’ attention. Think of bright colors, festive designs, and unique shapes! Plus, packaging made for this year can be reused next year.
- Holiday pop-ups: Everyone loves a good pop-up event! Baca recommends organizing fun events either at dispensaries or through brand ambassadors in local bars and restaurants. “People want to feel that holiday nostalgia and joy, and we in cannabis are not delivering that,” he says.
- Integrated marketing: Many cannabis retailers might put up some Christmas decorations, but Baca believes they could go a step further. By rebranding their dispensary into a ‘Saint Nick Cannabis Shop’ with decorations and holiday vibes, they can create a winter wonderland that genuinely enhances the customer experience.
- Offering festive products: Much like popular holiday drinks and foods from Starbucks and Trader Joe’s, cannabis companies could develop limited-time holiday products. Just imagine: holiday-infused chocolates or special strains designed for cozy gatherings—shops could generate excitement and loyalty among customers who want to come back each year to check for these special treats.
A Glimmer of Hope
Despite the apparent lack of widespread holiday marketing, Baca does acknowledge some brands, like Kiva Confections, making a real effort. They’ve featured enticing products like infused hot chocolate on their homepage alongside festive recipes. Similarly, Fable promotes its THC-infused cocktails with holiday-themed visuals that capture customers’ attention. “Still, I’ve never seen an out-of-the-box rockstar activation,” Baca remarks.
Clearly, the holiday marketing space is wide open for cannabis brands, and as Baca states, “If we know this works, why aren’t more [cannabis] brands leaning into this?” He’s right! Consumers, especially during this festive time, want to feel that connection to their favorite products in new and exciting ways. And really, who wouldn’t want to share infused goodies instead of another ordinary bottle of wine at their next holiday gathering?
Let’s Embrace the Magic!
As the holiday season continues to unfold, let’s hope more cannabis companies take a cue from retail giants. With a little creativity and holiday flair, they can turn this festive season into an opportunity for community engagement and sales growth. After all, the message is simple: let’s make the holidays a bit brighter, one infused treat at a time!
