Spark Your 4th of July 2025 Dispensary Sales With Retention Marketing

July 4th has grown into the second-biggest sales day of the year for dispensaries (only behind April 20th). Fourth of July weekend 2023 saw consumers spend over $365 million on cannabis products. With so many customers gearing up to celebrate (and stock up), dispensary owners have a prime opportunity to boost revenue. But seizing this moment means navigating fierce competition, tight regulations, and managing tech and customer data. How can your dispensary stand out and drive more sales this 4th of July?

Embrace the 4th of July Opportunity

July 4th is increasingly a big deal for cannabis retail. Think about it: summertime celebrations, parties, and long weekends mean many of your customers are looking to stock up on supplies for the festivities. It’s no surprise that the Friday before Independence Day often sees a huge sales spike (in 2022, July 1 was a 19% jump over the year before and the second-highest sales day of the year). A well-planned promotion around this holiday can seriously bump your monthly revenue and be a great opportunity to create new loyal customers. Of course, because the opportunity is so clear, every dispensary in town will be vying for people’s attention. It’s a bit like fireworks – there will be a lot of noise. To succeed, you’ll want to plan ahead and come up with marketing that’s both exciting and strategically targeted. The goal is to tap into the celebratory mood of the holiday (patriotic themes, summer vibes) while ensuring your deals and messages reach the right people at the right time.

Plan Festive Promotions That Stand Out

First things first: decide what promotions or events you’ll run for the 4th. A great offer gives customers a reason to choose your dispensary over others. Here are some proven 4th of July promo ideas that have worked well for dispensaries (tailored to the holiday theme):

• “Spend Big, Save Big” Deals: Encourage larger baskets by offering a discount once a customer hits a certain spend threshold (e.g. “$20 off every $100 purchase”). This moves more product overall.

• Stock-Up Specials on Party Essentials: Think about what customers need for group celebrations. Offer sales on shareable products like multi-pack pre-rolls, bulk flower, gummies, or THC beverages. The idea is to inspire customers to buy enough for their friends at the BBQ or fireworks gathering.

• Referral Perks: July 4th is about community, so use that spirit in your marketing. For example, “Bring a new friend to the dispensary, and you both get 20% off your purchase.” This grows your customer base and your opt-in list for future marketing.

• Holiday Hours and Convenience Offers: Make sure everyone knows if you’re open on the 4th (many people assume businesses close). A simple “Yes, we’re open on July 4th!” text or post with your hours can drive last-minute traffic.Consider also offering free delivery or curbside pickup around the holiday to cater to those busy prepping for parties.

• Patriotic Giveaways or Themes: Little touches go a long way. Maybe the first 50 customers on July 4th get a free mini American flag lighter or a branded swag item. Or decorate the store in red, white, and blue, which creates a fun vibe that shoppers will remember.

• Veteran and Military Discounts: Independence Day is a great time to honor veterans. Promote a special discount for veterans or active military members as a thank you on July 4th.

• Pet Comfort Specials: Here’s a clever one: Many pet owners worry about their animals getting anxious about fireworks. If you carry CBD pet products, highlight a “Furry Friends 4th of July” sale on pet calming treats or tinctures. You’ll earn the gratitude of customers who hadn’t even thought of that yet, positioning your shop as one that truly cares.
  

Reach Customers Directly with Text Message Marketing (SMS)

One of the most powerful tools in your arsenal is something almost every customer has in hand all day: their mobile phone. Text message (SMS) marketing lets you reach customers instantly and directly, which is perfect for holiday promotions. SMS boasts an eye-popping 98% open rate in marketing, and 41% of consumers actually prefer getting brand updates via text. Think about that, nearly half your audience wants you to text them deals, and almost all of those texts get read, usually within minutes. For a time-sensitive sale like “July 4th Weekend Only!” those numbers are gold. On the morning of the holiday or the day prior, a text blast highlighting your main promotion can drive immediate action. SMS is also great for quick reminders: let customers know you’re open late, or that stock is limited. 

Best practices for dispensary texting

Now, we all know text marketing is a bit of a balancing act – it’s incredibly effective, but only if used responsibly. No one wants to feel spammed by their dispensary. (We get it – we don’t like getting incessant messages either!) When it comes to SMS, we never spam customers. We only message them when it makes sense – like a can’t-miss sale or important announcement – not every single day. A good rule of thumb is to limit texts to your most valuable content: big promotions, event invitations, maybe a VIP early access deal for loyalty members. In general, sending at most one marketing text per week (or a couple per month) is plenty to stay on customers’ radar without annoying them. Also, make sure to keep texts short, sweet, and actionable. Include a link to the actual promotion with images for age-gating. Compliance reminders: cannabis texting has some extra hurdles. You must have customers opt-in (no buying random phone lists – only text those who signed up in your store or on your website), so start building your opt-in list now. And be mindful of language; carriers filter messages that explicitly mention cannabis or dispensary names due to federal legality issues.

Work with a cannabis-friendly SMS platform that knows the rules – they often guide you on avoiding certain keywords or using approved terminology so your messages actually get delivered. Staying compliant with TCPA (text marketing laws) and carrier policies ensures your texts reach customers inboxes instead of getting blocked. If this sounds like a lot, don’t worry. The key is that SMS marketing, done right, is incredibly rewarding. Customers appreciate timely, relevant texts – especially when they’re about an exciting holiday deal. With one well-timed message, you can pack your store on July 4th afternoon. And given the direct impact (and relatively low cost) of texting, it’s arguably the highest ROI channel for dispensaries right now. Use it wisely and it’ll light up your sales like a finale of fireworks.

Spark Interest with Email Campaigns

Email might be one of the oldest digital marketing tools, but it’s still a heavyweight, especially in the cannabis industry, where other advertising options are limited. Email is the preferred way for 70 %+ of consumers to receive promotions, and it boasts an average return of $38 for every $1 spent. So if you’re not regularly emailing your customers, the lead up to 4th of July is a perfect time to start.

Crafting your 4th of July email

Aim to send at least one dedicated holiday email blast to your subscriber list. Keep the tone festive and on-brand. In the email, highlight all the key promotions you’re offering: maybe a section for the “Spend $100, save $20” deal, another for the “Veterans Discount,” etc. Use patriotic colors or graphics to make it visually appealing. And be sure to mention the dates and details clearly (“Sale runs July 3–4 only”). One advantage of email is you can include more content and context than a text. Take the opportunity to tell a short story or include a friendly note.

Email best practices

Just like with SMS, relevance and timing are key. Send your main 4th of July promo email a few days before the holiday (giving folks time to plan a visit to your shop). You might send a reminder email on the morning of July 4th, but be careful – if someone just saw your email from two days ago, a second one should add urgency or new info (e.g. “Last Day – Don’t Miss Our 4th of July Deals!”) rather than just repeating the same content. Avoid blasting too many emails in a short span; nobody wants an inbox overload from one store. Segmenting your email list can further tailor the message. If you have data on customer preferences, you could send a slightly different email to your edible enthusiasts (highlighting the gummy sale) versus your flower fans (highlighting the pre-rolls or eighths). Personalized emails can see better engagement, and your customer data is a treasure trove for this.

Get Seen with Cannabis-Friendly Display Ads

Beyond your existing customer base, the 4th of July is a chance to attract new customers who might be shopping around for the best deals. This is where display advertising comes in. We use cannabis-friendly ad platforms and local advertising avenues that let you run compliant campaigns. There are also programmatic ad networks tailored to cannabis, which can place your banner ads on various websites that allow cannabis-related ads. These might include local news sites, lifestyle blogs, or other places your target audience browses. Many cannabis retailers stick to imagery like their logo, or lifestyle images (smiling adults, etc.) rather than actual product photos, to be on the safe side compliance-wise. Geo-target your ads so you’re not wasting impressions. With digital ads, you can often set them to only show to people within a certain area (e.g., within 10 miles of your shop or within your state). This is crucial for dispensaries due to legal boundaries – there’s no point in someone in a non-legal state seeing your ad. Hyper-local targeting ensures your budget goes toward reaching nearby customers who can actually visit you. Location-based marketing and geofencing have become critical in this industry’s patchwork of state laws.

Cultivate Loyalty with Apps and Rewards Programs

While promotions and ads can bring folks in for the holiday, loyalty programs keep them returning for Labor Day, Halloween, and random Wednesdays in between. Smart dispensary owners use the 4th of July as not just a one-time sales boost, but as a chance to grow their loyal customer base.

Branded dispensary apps

If your dispensary has its own app (or you’ve thought about getting one), a holiday campaign is prime time to leverage it. A mobile app gives your customers a direct line to your store, right on their home screen. Through an app, you can send push notifications about your 4th of July deals, and they create a more engaging experience for your best customers. Apps also integrate ordering and loyalty features. A customer could browse your menu, place a pickup order for that 4th of July BBQ party, and apply their special holiday discount code all within app. It streamlines the experience and encourages larger basket sizes (since browsing a full menu often leads to “oh I’ll add one more thing” behavior). If someone took the time to download your app, they’re probably a core customer who will respond well to a juicy offer. If you don’t have a branded app yet, you can achieve some of these benefits with a mobile-optimized website and online ordering system. The key is to capture mobile customers and perhaps encourage them to join your SMS list. (like a popup: “Enter your number for a 4th of July surprise offer!”). However, in the long term, having your own app can significantly boost retention by keeping customers within your ecosystem.

Simplify Your 4th of July Marketing with Dispojoy

You’ve got a lot riding on the 4th of July, competition is heavy, customer expectations are high, and your time is limited. Planning promos, learning new software, writing texts, sending emails, managing ad compliance, updating contact listings, and making sense of loyalty data. It all adds up fast. Dispojoy takes that off your plate. We run your holiday campaigns across text, email, display ads, and apps, built specifically for cannabis and tailored to what your customers actually respond to. No templates from other industries, no generic strategies. Just marketing that works and gets out the door on time.

We don’t spam your list. We don’t send junk emails. We only reach out when it makes sense, and we do it in a way that drives traffic and builds repeat customers. Our team handles the setup, scheduling, creative, and compliance, so you don’t have to babysit anything. If you’re looking to make this 4th of July your strongest sales day of the summer, schedule a call with our team ASAP.