Strings of tree ornaments and heart-shaped candy boxes each have their own distinct holiday season. In the cannabis industry, every holiday has a product tie. Whether it’s a bouquet of pre-rolls made to look like flowers for Mother’s Day, cannabis-infused massage oil for your Valentine, or gummies to see your family on Thanksgiving, the new industry is getting more and more creative with its offerings. associate with every special day they can. And of course there is 4/20, the unofficial official stoner day.
As the industry grows and develops more products, it makes sense to create specific seasonal offerings and marketing campaigns, said Lana Van Brunt, co-founder of cannabis accessories maker Sackville & co.. Earlier she said: “Cannabis has traditionally been kept out of the (holiday) conversation.”
From a marketing perspective, holiday products are “an opportunity to secure earned media, increase engagement on owned channels, and gain visibility on retailers’ channels,” said Kate Weltz, director of marketing at Jetty extracts, a cannabis company based in California. Last Christmas, the company sold a strain called Jetty Mistletoke, described as “minty spice and all things fun! By combining Gush Mints and Legend OG, we have Santa’s Secret Sauce.”
Some products are made to give as gifts. Kind Tree Rosebud Pre-roll of apotacarium in New Jersey offers a bouquet including pre-rolls for Mother’s Day. hemp created a bong that looked like a jack-o-lantern for Halloween and a wreath-shaped bong for Christmas.
Other products are marketed as a way to unwind from the holiday chaos. The +PlusCBD Calm & Sleep Holiday Survival Kit, contains CBD gummies (nothing psychoactive, so it’s available nationwide) and was marketed as a stocking stuffer.
Celebrations have long been strongly associated with the consumption of alcohol such as eggnog or beer, said Scott Vasterling, founder of the California-based cannabis breeding company. farms of the Humboldt family. The new products provide an alternative for “consumers to participate in celebrating this holiday season without the pressure to drink,” he said.
There may be downsides to product proliferation. Luke Anderson, co-founder of the cannabis beverage maker Can, says the special products created for each holiday can actually “cause structural inefficiency.” Cannabis retailers don’t have the data analytics that traditional consumer goods do, so store managers aren’t as sophisticated yet when it comes to assigning the amount and location of shelf space to products, he said. Instead, “retailers like to have items in stock that catch the customer’s attention, and sometimes they won’t join a meeting unless you have something new to show them,” he said of his own company’s experience .
Retailers will like and stock holiday-themed products, he said, but the constant in-store change goes against the consistency customers need for brands to start eliciting loyalty. Staying top of mind by constantly creating new packaging or products can increase overall costs without increasing sales, Anderson said, if the new products merely replace the old ones, rather than increasing total purchases.