4/20 may be getting more love than ever before. For the first time in history, more Americans report using cannabis every day than sipping an alcoholic drink. More than 17 million people use cannabis daily, exceeding the 14.7 million people who say they drink that often, according to research from the National Survey on Drug Use and Health. While alcohol remains more widely used overall, daily cannabis use surpasses daily alcohol consumption.
Nearly 9 in 10 Americans believe cannabis should be legal for medical or recreational purposes, the highest level ever recorded, according to data from Pew Research. As cannabis goes mainstream, with 24 states and Washington, D.C., legalizing recreational use, the cannabusiness market is blooming with opportunity. It covers everything from production to distribution to sales, including growers and dispensaries.
Cannabis connoisseurs and the cannabis-curious can enjoy the benefits in all kinds of forms, too, from edibles and beverages to lip balms and lotions. Women, especially, are turning to cannabis for everything from relaxation and improved focus to better sleep and pain relief.
For the first time since record-keeping began, women outpace men when it comes to cannabis use. Among women who use cannabis, 2 in 3 say those closest to them don’t know they use cannabis, including their parents, children and co-workers. Through promotional campaigns, cannabusinesses can work to remove the stigma surrounding cannabis use. Promo apparel that can be worn every day, like baseball caps or T-shirts, can normalize cannabis and show how it fits in with an active lifestyle.
Keep in mind that cannabis isn’t the same as marijuana, although the terms are often used interchangeably. Cannabis is a plant, and marijuana is a product. Marijuana comes from parts of the cannabis plant that contain higher levels of THC, the chemical responsible for most of marijuana’s psychoactive effects. Cannabis, on the other hand, includes non-psychoactive varieties like hemp, which include low levels of THC. So, while marijuana is a type of cannabis, not all cannabis is marijuana.
Millions of people use cannabis every day, and most Americans (54%) live in a state where recreational use is legal. Dispensaries and other businesses in the cannabis space have a unique opportunity to guide consumers toward responsible usage. Branded items like measuring spoons can help control a product’s potency, while promo like custom journals encourage mindful consumption. Cannabis users can use their journal to log the strain or dose they took and record how it helped with their specific needs, like relaxation or improved sleep.
From edibles to cannabis-infused drinks, a sector projected to reach $28 billion by 2033, the market is expanding quickly. Globally, the industry is projected to reach $52 billion this year. In just eight years, it could soar to $290 billion. Read on for ideas on how cannabusinesses can use promo to build brand awareness and thoughtfully engage with consumers.
Why People Use Cannabis
Nearly half of Americans (47%) have tried cannabis, with the most common reasons including:
- To relax
- To relieve stress
- To reduce anxiety
- To manage pain
- To improve sleep quality
- To help them fall asleep
Cannabusinesses can use promo that addresses these specific reasons for using cannabis. For example, a custom stress ball or fidget spinner could promote stress relief, helping customers engage with a brand in an interactive way. Or, dispensaries could give branded sleep masks to consumers looking for cannabis strains that help with sleep quality.
Stand Out On The Shelf With Promo
When cannabis consumers are browsing the shelves at dispensaries, all kinds of products, from gummies to vapes, are vying for their attention. While people want options, most consumers (64%) feel overwhelmed by choice. Promo can help brands cut through the noise and get noticed on crowded shelves. For example, cannabis enthusiasts may appreciate a logoed reusable storage container to keep gummies fresh or a high-quality rolling tray to make their experience cleaner and more organized. It’s all about giving people a reason to choose one brand over another.
Green Wednesday: A Pre-Thanksgiving Shopping Spree
Many cannabis consumers love to shop the bountiful sales during Green Wednesday, the cannabis industry’s Black Friday. It occurs the Wednesday before Thanksgiving, giving people a way to stock up on products before the holiday weekend with family and friends. Last year, retail sales on Green Wednesday topped $19 million, with total sales 101% higher than the average from the previous three Wednesdays. Dispensaries and shops that sell cannabis accessories can use promo to draw people in. Offering logoed gifts along with exclusive discounts can boost sales while creating memorable experiences.
2025…It’s High Time For Promo
Mark your calendar for these cannabis-related observances:
- February 4: National Hemp Day
- March 30: National Medical Marijuana Day
- April 7: National Marijuana Legalization Day
- April 20: 420 Day
- April: Cannabis Awareness Month
- May 6: International Cannabis Day
- July 10: National Cannabis Day
- July 18: National Hashish Day
- August 8: National CBD Day
Campaign Collateral
Outfit dispensary staff in a comfy logoed hoodie, like the Dayton Fleece Hoodie. It’s made from soft fleece and features details like an interior phone pocket with a headphone cord port. Choose from multiple colors and women’s and men’s options.
PCNA / PPAI 113079, Platinum / pcna.com
Generate excitement around a new product line with an easy-wear cap like the Apex Chino Twill Ball Cap. It blends modern styling with a relaxed, unstructured fit. Available in multiple colors, it features a hook-and-loop tape closure.
PCNA / PPAI 113079, Platinum / pcna.com
Use a cookbook like Sugar High to promote a special event like a cannabis cooking class or workshop. It features 50 recipes that go far beyond the usual brownie, from cannabis-infused cakes and cookies to seasonal trifles and decadent glazes.
The Book Company / PPAI 218850, Standard-Base / thebookco.com
Give customers Rolling Paper along with samples or purchases. Each logoed booklet contains 40 unrefined, unbleached rice papers for a smooth smoking experience.
Proinnovative Line / PPAI 111156, Standard-Base / proinnovative.com
The refillable Custom Metal Flip-Top Lighter keeps a brand visible for session after session. Its oil wick and windproof design ensures a steady flame in any weather. Add a full-color imprint or laser engraving on one side.
Cannabis Promotions / PPAI 755476, Standard-Base / www.cannabispromotions.com
Encourage brand loyalty by thanking customers with the Bamboo Herb Grinder. Its round shape and natural look make it stand out from typical metal grinders, and a laser-engraved logo ensures a brand stays visible.
Active Life Promo / PPAI 436753, Standard-Base / activelifepromo.com
The Cannabis Kit makes a great loyalty gift from dispensaries and growers. It’s filled with all kinds of logoed cannabis accessories, including rolling papers and a grinder and tray, along with an odor-proof stash bag with a lock.
Tekweld / PPAI 266346, Standard-Plus / tekweld.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
