What to do before the weekend ends.

...and what most won't do.

Let’s skip the obvious.

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Yes, 4/20 drives sales.
Yes, there’s more traffic.
Yes, people are ready to buy.

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But if that’s all your team is thinking about, you’ve already lost the most important part of the campaign.

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Because this isn’t just about one weekend.
It’s about what you build from it.

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This is your biggest retention campaign of the year.

Here's what the data tells us:

  • 4/20 sales can increase up to 150% over a normal weekend
  • 41% of those customers are first-time buyers
  • 70% of them won’t return unless you do something intentional
  • And just a 5% increase in retention can lead to 25–95% more profit (Bain & Co.)

This isn’t about volume.
It’s about building a system that knows what to do with it.

If I were building this for you, here's how I’d do it:

Not hypothetically. Actually.

Phase 1: Plan Before the Rush

(3–4 weeks out—but you can still apply the principles)
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  • Segment your audience.
    Don’t talk to everyone the same. Speak to VIPs like VIPs. Give first-timers a reason to stay. Pull lapsed buyers back in with relevance.
  • Design bundles that carry memory.
    “Buy now, get something better later.” Build a second touch into your first sale.
  • Build email + SMS flows in advance.
    If your campaign lives only on Instagram, it’s not a campaign—it’s a post.
  • Incentivize loyalty before they check out.
    Rewards, access, referrals—whatever you offer, offer it while they’re engaged.
  • Prep your ops like it’s your biggest weekend of the year.
    Because it is.

Phase 2: Activate With Intention

(April 14–20—where most of you are now)

You’re not too late.
But you are out of time for guessing.

Here’s what still works this week:
  • Send 2–3 targeted campaigns (now).
    One message won’t do it. Sequence matters. So does segmentation.
  • Build bounce-back into your offer.
    Give customers a reason to return in May. This isn’t just a sale—it’s a set-up.
  • Streamline what you’re pushing.
    Pre-rolls. Vapes. Edibles. Don’t make the menu too clever. Make it frictionless.
  • Capture first-party data while traffic is high.
    Popups. QR codes. Signup flows.
    If you're not building your CRM this week, you're giving your future campaigns away.
  • Give your team something better than a script.
    Give them reasons. Language. Ownership.
    Your floor staff should feel like part of the brand—not just the process.

Phase 3: Follow Through

(April 21–May 15—this is where the real revenue lives)

Most brands go dark. You won’t.

Here’s what keeps people coming back:
  • A thank-you email within 48 hours.
    Not just “thanks,” but: here’s what’s next. Here’s what you unlocked.
  • Post-purchase flows that feel curated.
    Show them how to use what they bought.
    Introduce your next product before someone else does.
  • Reorder and referral logic.
    Not “maybe next time.” Incentivized and intentional.
    “Bring someone else. Get rewarded.” Repeat.
  • Run a simple survey.
    Ask. Listen. Apply. You’ll have answers your competition won’t.
  • Start a 30-day relationship.
    A real retention system doesn’t stop after the first touch.
    It just gets more personal.

What most brands will still get wrong

  • Discount codes with no story
  • Campaigns with no segmentation
  • Promos with no purpose
  • Traffic with no data capture
  • Customers with no follow-up

What actually works

  • Messaging built for people—not platforms
  • Flows built for conversion and continuity
  • Loyalty embedded at every touchpoint
  • A team that’s aligned, informed, and trained to retain
  • Systems that make it easy for customers to come back—and want to

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