A Sticky, Icky Kushmas
Tis the season for sales and parties. Hallmark Channel will release 30 rom-coms this month, the local dealership will string up streamers for the annual Toyotathon, and offices everywhere will try to make work suck a little less with an ugly sweater party.
This kind of commercialism isn’t depressing, however. It demonstrates how December is ripe with opportunity. Holiday shoppers crave spectacle, and with this kind of competition, it shouldn’t be hard to throw a 420-themed holiday party that puts the rest to shame.
Cannabis is already in season, thanks to the stress that accompanies the most wonderful time of the year, making a winter party the perfect way to showcase new products, promote deals, and connect with customers. Here are a few ideas to help you make the most of it.
Start with the Menu
There is no such thing as a party without food and drink. Luckily, you’re a purveyor of the finest. Make sure you’ve got a smorgasbord of delights, both cannabinoid-infused and ordinary.
The best party spreads are inviting, easily accessible, and provocative. Ideally, your treats should encourage customers to buy products, but at the very least, they should engender good feelings. So, along with vegan and non-dairy options, include store samples. Warm, home-baked goods are always the first choice to lure in puckish partygoers, but you can get away with simple, store-bought treats in a nice dish. Go for goodies that can be picked up individually without contaminating the rest (a platter of cookies instead of a dish of nuts, for example).
If your area doesn’t take kindly to those who proffer magic brownies, cook up virgin versions of cannabis recipes, then explain to customers how to make their own. Post the recipes online or offer an index card if they’re especially good.
The same goes for drinks. A nip of hot chocolate always warms the spirit, but don’t shy away from Dixie cups of lemonade, sparkling water, and maybe some CBD seltzer. Consumer researchers say warm drinks inspire positive feelings, but sugary-tasting beverages work almost as well.
Importantly, don’t forget the signage. You need to label your goods, especially if they’re psychoactive or contain nuts. While you’re at it, make sure there’s a sign that lets customers know they can partake freely.
Deck the Walls
The difference between a party that feels real and one that feels corporate usually comes down to décor. Computer-printed signage, cheap decorations, and an undecorated meeting table topped with white paper plates are the signs of Mandatory Fun. Put a little effort into enhancing the ambiance of your venue, and you’ll do more than deliver delectables. You’ll set a mood.
Start with decorations. There’s nothing wrong with using generic wall hangings. The key is to stick to a single theme or color palette (red and green, candy canes, a snowy forest, etc.) Once the basics are covered, spring for something more to add a bit of the ol’ razzle dazzle. Make a Christmas tree from jars of flower, put all your red and green bongs in the center glass cabinet, invest in a 10-foot-tall Santa that blows vape clouds. Get creative.
You can continue the theme to your products with holiday-themed wares, like cannabis-themed Advent calendars or vapes that taste like candy canes (peppermint at any other time of year).
Don’t Forget the Extras
No matter if you want to carbonate the usual store experience with a bit of merriment or want to go all out and have guests stick around for hours, you need to ensure a customer’s time at your party is enjoyable.
You don’t want to create another awkward holiday party, so take a page of the Good Hostess Handbook and remember your ultimate job is to make your guests comfortable. That can mean deviating from your normal path—especially if you want to attract a new kind of clientele in the mood for creative gift ideas.
This might come as a shock, but there’s no law that says smoke shops must smell like incense all the time. To create a different mood for your party, bring in a hot plate and boil some stove potpourri. All you need is a few cloves, cinnamon, and nutmeg to bring a holiday vibe to the scene.
Provide an outdoor heater for smokers and vapers who want to step outside for a few minutes. Even if you only have sidewalk space, giving folks the chance to slow down and window shop, radiating warmth is a gift in itself. You might be surprised by how many people stop in and who otherwise might pass by.
Send out the Cards
Okay, maybe you don’t need to send out actual cards. But you need to schedule a date, time, and place for your event. Yes, a place! It’s absolutely worthwhile to host a “party” all day on Saturday at your shop with the special events happening from 6 to 10 p.m.
But it’s not the only option.
If your town has strong community ties, it’s possible to host an event outside your shop. Partner with local bands and book a venue where you can commandeer a merch table. You can sell tickets from your shop.
Or consider partnering with other independent businesses—the record store, the screen print shop, the brewery, the knitting emporium, and the gaming outlet—to create an alternative holiday market in a local convention space. Ask a local food truck or three to sell food and drinks to encourage longer visits.
Turn up the Nostalgia
There’s a reason we can’t let those claymation specials go unwatched. We find comfort in the traditions that mark the holidays. These days, that includes spiked eggnog, Secret Santa, and the December to Remember Sales Event. There’s no excuse for smoke shops to stay in the shadows. This year, start your own tradition. Make your shop part of the spirit of the season and give your community one heck of a holiday party.
