4/20 is this weekend, and we’re feeling the rush! At PufCreativ, we treat this holiday like the massive moment it is, both culturally and for your brand. The energy is high, the expectations are higher, and people around the world are getting their highest.
Over the years, we’ve helped countless clients through their brand’s biggest day: their first 4/20. In this blog, we’ll break down some of the real-world tips and insights we’ve learned so you can show up strong, stand out, and actually enjoy the ride.
1. Start Early (Like, Really Early)
If you’re waiting until March to start thinking about your 4/20 campaign, you’re already behind. At Puf, we start working with our clients 3-4 months out to make sure every piece of the campaign is locked, loaded, and aligned. That means promo strategy, graphics, content calendars, SEO blogs, landing pages, email flows, and print or digital ads are all mapped out with intention.
The earlier you start, the more time you have to fine-tune the message, dial in the design, and build something that actually stands out.
2. Build a Landing Page That Converts
4/20 deserves its own real estate on your website beyond just a banner on the home page. We always recommend building a dedicated landing page to serve as your campaign HQ. It’s where your deals live, where you showcase featured products, and where customers go to get hyped about what’s coming.
A good 4/20 page should be:
- SEO-optimized so people can find it before the big day.
- Easy to update as promos shift or new drops roll out.
- Packed with clear CTAs that drive clicks, conversions, and in-store traffic.
3. Promote Across All Channels (But Keep It Compliant)
Your 4/20 campaign needs to show up everywhere your audience does. The key is consistency, creativity, and staying within the lines, legally speaking.
Here are the must-haves:
- SMS
- Social media
- In-store signage
- Programmatic & geo-targeted ads
Tailor your content for each platform, but keep the core message the same across the board.
4. Make Your Sales Stand Out
Everyone is running a 4/20 sale. So the question is: what’s going to make yours stick in someone’s mind? Try nostalgic themes, local collaborations, or giveaways that actually reflect your brand.
5. Prep Your Team & Retail Ops
It’s all hands on deck for 4/20, and it’s not going to work if your team’s not on the same page. Start prepping your retail staff, inventory team, and customer service crew weeks in advance. Everyone should know what the promos are and when they go live, how to talk about featured products, and what to do if things get wild (because they will).
Also, test your POS and website ahead of time. A last-minute tech failure is nightmare fuel.
6. Capture the Moment (and the Data)
4/20 is a data goldmine. Use this moment to grow your email and SMS list with opt-in incentives, boost social engagement with giveaways or UGC prompts, and encourage reviews, post-sale surveys, or customer feedback.
Once it’s all said and done, look at your numbers. What worked? What flopped? What can you optimize for next year?
What Our Clients Have to Say About Their First 4/20
This year, we’re guiding a handful of clients through their first 4/20, and we asked them what their mindset and approach are going into the holiday rush. This is what they had to say:
“I’d have to say that the hardest thing to tackle is ensuring we have enough product on hand for our first 420. We are significantly growing each month, so our orders have been growing in general. Adding on even more weight to ensure we have a fully stocked weekend has been stressful. As a new operator, we know this weekend could be a great launching pad to capture some market share in the growing saturation of the NJ cannabis industry, so customer satisfaction and being able to meet demand is essential!”
—Amanda Terpstra | Co-Founder/CEO, BestBüds
“4/20 is our Super Bowl. It’s about great deals and flawless execution. From inventory and staffing to tech and traffic flow, every detail matters. We plan months in advance to make sure our team is ready, our systems are solid, and our customers have the best possible experience. It’s the one day where getting it right means everything.”
—Laura Trujillo | Co-Founder/COO, BestBüds
“Our mindset heading into our very first 4/20 was all about preparation, celebration, and community. With the help of our incredible brand partners, we’re turning our dispensary into a lively hub that reflects the unique spirit of South Jersey and Philly. We’re proud to celebrate this milestone with our team and our extended Brotherly Bud family. Our goal was to make this the happiest day of the year for our 4/20 enthusiasts, a joyful tribute to the plant, the culture, and the community that brought us here.”
—William Sirois | Co-Founder/CEO, Brotherly Bud
“Going into our first 4/20, we know we can’t afford to treat it like just another busy day. It has to be a precision play. We brought in an experienced dispensary manager to lead training and test our equipment under pressure. And because tech failures are so common on 4/20, we spent months working with our partners to shock test every aspect of our digital infrastructure. Inventory management is another area where we leaned on our retail and restaurant background. We’re approaching it with a franchise mindset, building in safeguards, refining our replenishment model, and planning our staffing around expected flow. For us, the goal is to turn this moment into something lasting: a smooth, seamless experience that earns trust and brings people back well after 4/20 ends.”
—Viral Desai | Founder/CEO, Sparkology
Your First 4/20 Is a Launchpad. Let Us Help You Prepare for Take-Off!
You don’t have to nail every single detail on your first 4/20, but you do have to be intentional. It’s a chance to show the world what your brand is really about. Plan ahead. Stay consistent. Lean into creativity.
If you’re looking for a crew that knows how to make the chaos of the legal cannabis industry work in your favor, PufCreativ’s got you. Connect with us today!
