Every dispensary owner knows that 4/20 is the biggest day of the year. It’s your Super Bowl, your Black Friday, your moment to drive more foot traffic and revenue than any other single day on the calendar.
And almost every dispensary makes the same mistake: they save everything for April 20th.
Here’s the thing: by the time 4/20 actually arrives, your customers’ inboxes are flooded. Every dispensary within a 10-mile radius is sending the same “Happy 4/20, here’s 20% off” text at the same time. You’re not standing out. You’re competing in a sea of noise.
The dispensaries that win on 4/20 aren’t the ones who send the most messages on the day itself. They’re the ones who started the conversation early, built anticipation, and made their customers feel like insiders before the holiday even arrived.
Here’s what the data tells us – and how to use it to your advantage.
The Thursday Effect
Data from the 2025 4/20 weekend in Canada revealed something that surprised a lot of operators: Thursday had the highest single-day sales lift of the entire holiday period, higher than Saturday, higher than Sunday, and yes, higher than 4/20 itself.
Why? Because your customers are planners. They’re thinking about 4/20 before 4/20. They’re deciding where to shop, what to stock up on, and which dispensary is worth their time days in advance. The businesses that showed up in their texts on Thursday were the ones that influenced that decision.
By the time Monday rolls around, most customers have already made their choice. If you haven’t reached them yet, you’re not competing; you’re just hoping they remember you.
The 4/20 SMS Playbook
Here’s a simple framework for how to sequence your messages in the days leading up to and including 4/20:
Thursday (April 17): Build Anticipation
This is your opening move. Don’t lead with a discount. Lead with exclusivity.
“Something big is coming for 4/20. Stay tuned – our best customers hear first. 👀”
This plants the seed. It creates curiosity. And it signals to your customers that being on your list means something.
Friday (April 18): Reveal the Offer
Now you give them the goods. What’s your headline deal? A flash sale? A bundle? An exclusive product drop? Tell them, and make it easy to act on.
“The wait is over. 4/20 weekend at [Dispensary Name]: 25% off sitewide + a free pre-roll with every in-store visit over $50. Valid April 18-20 only.”
Giving them a multi-day window drives foot traffic across the weekend, not just Monday.
Sunday Evening (April 19): The Reminder
Not everyone acts on Friday. Sunday night is your last chance to catch the planners who haven’t made a move yet.
“Tomorrow is the big day. Don’t forget – 25% off everything + your free pre-roll is waiting. See you Monday! 🌿”
Keep it short. Keep it warm. This isn’t a hard sell, it’s a friendly nudge.
Monday (April 20): The Day-Of
By now, your customers already know the deal. Monday’s message should be about urgency, not explanation.
“It’s here! 4/20 deals are live now through close tonight. Stop by and show this text for your free pre-roll. 🎉”
One message. Clear offer. Easy action.
A Few Things to Keep in Mind
Don’t over-send. Two to four messages across the week is plenty. More than that and you risk opt-outs right before your biggest sales window. Respect the inbox and it will pay you back.
Segment where you can. Your loyal customers and your lapsed customers don’t need the same message. A “we miss you” offer for someone who hasn’t been in three months will outperform a generic blast every time.
Make sure you’re compliant. SMS marketing for dispensaries requires 10DLC registration, double opt-in, and age verification flows. If your platform isn’t handling that for you, that’s a problem worth solving before you hit send on your 4/20 campaign. The last thing you want is your messages getting blocked during your highest-volume week of the year.
Time your sends strategically. Avoid sending during quiet hours (9pm-9am) and check if your state has any additional restrictions (Texas, for example, prohibits promotional texts after 12pm on Sundays). Know the rules in your market.
The Bottom Line
4/20 isn’t a one-day event. It’s a week-long opportunity. The dispensaries that treat it that way consistently outperform the ones that wait until the last minute.
Start on Thursday. Build anticipation. Reward your list for being your list. And by the time Monday arrives, you won’t be fighting for attention – you’ll already have it.