The Holiday Rush: Leveraging Traditional PR & Marketing Tactics in Cannabis

The holiday season is approaching and cannabis retailers are gearing up for what’s become an essential part of their yearly sales cycle: the holiday rush. Tether has seen firsthand how this time of year brings unique opportunities for both brands and retailers to connect with each other and consumers on a deeper level. But here’s the challenge: cannabis is still navigating its way through a complex regulatory landscape while shaking off lingering social stigmas. Traditional holiday PR and marketing tactics—tried and true across other industries—are more important than ever to help brands and retailers stay top of mind, drive sales, and become part of the broader retail landscape.

Crafting Cannabis Holiday Narratives

Holiday gift guides and themed marketing campaigns are an integral part of traditional retail because they give brands the perfect opportunity to craft unique stories that not only sell their products but also resonate with personal experiences and traditions. Cannabis is no different. Whether it’s a product designed for relaxation after a busy family gathering or an infused beverage for a holiday toast, it’s important for brands to not only highlight products but weave them into broader narratives that people are drawn to at this time of year—connection, celebration, and self-care amidst the holiday chaos.

One of the most powerful tools Tether is bringing to the table this year is its first-ever print edition Holiday Gift Guide. Tether has curated a selection of standout cannabis products in the Ontario market from brand partners like Bud Lafleur, Good Supply, HER.B by Jane Dope, Jane Dope, Redecan, Sense & Purpose, Shatterizer, Rebound by Stewart Farms, and XMG, which are sure to appeal to every type of cannabis consumer. This guide, hitting the shelves of 1,800 cannabis retailers across Ontario is packed with fun, educational content, tips and resources for Budtenders, and upcoming sampling initiatives, making it an all-in-one holiday resource for Budtenders and retailers.

Leveraging Data for Smarter Cannabis Marketing

Understanding holiday shopping behaviour is key for any retailer looking to make the most of the season. By using past sales data and industry insights like Tether’s annual survey, cannabis retailers can inform their marketing strategies to identify best-sellers and peak traffic times. By understanding what's worked before, retailers can tailor promotions, inventory planning, and messaging to meet demand more effectively. Data-driven insights allow for targeted marketing that resonates with shoppers, creating a more personalized experience, driving foot traffic, and boosting sales during this crucial time of year. 

A recent PwC Canada report highlighted that 87% of shoppers place a high priority on convenience, making it essential for retailers to create a smooth buying experience, whether that’s through seamless in-store interactions or easy online ordering. The same report highlights that 43% of shoppers say that well-informed staff are a top source for product recommendations. In the cannabis industry, this number is likely even higher given the relatively low levels of consumer education.

At Tether, we know that cannabis consumers rely heavily on knowledgeable Budtenders to make informed choices. People aren’t just looking for products—they’re looking for guidance on what to buy, and this is where Budtenders come in as trusted advisors.

The Power of Media

As the industry evolves, it's essential to position cannabis as mainstream, which means working with the media to shift public perceptions. Cannabis doesn't have to be a taboo topic when it comes to the holidays; with the right approach, it can become a welcome addition to holiday shopping lists and dinner conversations. We’ve even seen top outlets like Chatelaine and GQ release their own cannabis gift guides, showing just how mainstream it’s become. The holiday season is the perfect time for cannabis brands to engage with both traditional media and industry trades by offering expert opinions on seasonal trends, consumption habits, and ideal gifts for both the canna-connoisseur and the canna-curious. The true value of these media placements is their lasting impact, leaving a digital footprint that gift hunters can find for years to come.

Cannabis Seasonal Events

The holidays have always been a time when traditional industries ramp up their efforts with events like seasonal pop-ups and community gatherings to engage with their target audiences—and cannabis brands can do the same. Hosting or participating in festive events offers a chance to boost awareness, foster relationships, and generate lasting positive associations with their products. It’s all about tapping into tried-and-true tactics, adapted for the cannabis space.

Tether sees its role as bridging the gap between brands and Budtenders. Tether’s Holiday Market, returning on November 6, 2024, is a key part of this. With over 35 brands and 200 attendees expected, this event is another way Tether brings traditional PR tactics to life. It’s a chance for brands to showcase their products and for Budtenders and retailers to get hands-on experience with the products they’ll be selling during the holiday rush.

Strengthening Industry Ties

Tether’s Holiday Gift Guide and upcoming Holiday Market are just some of the ways the community organization is supporting retailers in what’s shaping up to be a bustling holiday season. It’s an extension of the work Tether does year-round—whether it’s through sampling events, educational campaigns, or its commitment to building strong relationships between Budtenders and brands. As the cannabis industry continues to grow and evolve, the importance of these traditional strategies—combined with Tether’s community-driven approach—cannot be overstated.