Every 4/20, retailers can expect the highest foot traffic of the year, and with it comes an excitement and energy that’s almost electric. It’s the time of year when wallets are open, and shoppers are eager to try something new. That openness creates the perfect opportunity to maximize sales by recommending product bundles, premium add-ons, and exclusive offers, which moves customers toward a higher average order value (AOV).
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Retailers who understand how to upsell with genuine intention, rather than pushing products to sell more, are poised to increase their revenue this 4/20. Sweed, an AI-powered retail technology platform, found that nearly 60 percent of the total 4/20-period revenue was generated before April 20 itself. 4/18 and 4/19, 2025, produced 148 percent sales growth, the highest out of the entire 4/20 week, and it was the only period of time where average order value actually increased by 1.7 percent from $69.87 to $71.04.
Meanwhile, on 4/20/2025, sales revenue increased just 5.5 percent, even as in-store traffic surged with orders up 20 percent. However, the average order value dropped 12 percent from $75.84 to $66.74. That dip in AOV tempered what could have been a significantly stronger revenue result, showing just how much each transaction’s value matters.
To avoid a dip in each customer’s order value, it is important to learn to upsell in a way that enhances the customer experience with thoughtful, personalized, and value-driven recommendations. When done right, it turns high traffic into high average order value and revenue.
A Well-Trained Team Is Your Greatest Asset
Promotions draw customers in, but effective upselling ensures they leave with more while feeling great about their purchase. When done right, upselling is natural, educational, and builds trust with the budtender and retailer. Investing in staff training ahead of 4/20 not only boosts sales but also strengthens customer loyalty and engagement.
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Training should focus on conversation rather than transaction. Budtenders who ask good questions, listen actively, and match recommendations to what a customer actually wants will consistently outperform those who simply upsell by default. The difference between a customer who feels sold to and one who feels taken care of comes down almost entirely to how your team shows up.
Sell the Full Journey, Not Just the Product
Instead of recommending a single item, train your team to curate a complete cannabis experience. On 4/20, many customers, especially occasional users, want to go all in. Show them what that looks like. For example, pair a premium flower with the right rolling papers, a quality grinder, or other accessories. When you frame the recommendation as a curated experience rather than an add-on, customers are far more receptive and more likely to feel good about spending more.
The Exclusive Access Approach
4/20 is a high-energy shopping day, and many customers are genuinely willing to splurge on limited-edition, higher-THC products or premium strains. The challenge is that they do not always know what makes something special or worth the premium. The goal is to make customers feel like they have access to something special by creating urgency. When a budtender leans in and says something like, “We only got a small batch of this one, and it has been flying out the door,” that is not a sales tactic; that is genuine curation. People want to feel like they found something exclusive, and 4/20 is the perfect backdrop for that kind of discovery.
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Technology platforms, including POS systems, provide budtenders with live inventory insights and product details in real time, which means your team is never guessing when a customer asks what is worth picking up; they are making product recommendations backed by data.
The “Buy for Later” Mentality
Many customers shopping on 4/20 are buying cannabis to enjoy now and celebrate. That creates an opportunity to shift that mindset to “buy for later,” so customers buy enough for now and later so they don’t find themselves running out. A simple question like, “Are you set for the rest of the month, or would you like to grab something that will hold up well in storage?” opens a natural conversation around products like sealed prerolls, concentrates, or edibles that have a longer shelf life.
This approach works because it does not feel like an upsell. It feels like advice, and advice is what transforms a one-time 4/20 customer into someone who comes back because they trust your team.
The Technology Behind the Experience
Executing any of these strategies at scale requires more than good intentions and great budtenders. It also requires visibility into inventory and the ability to build and communicate promotions effectively, even when the store is at full capacity. With the right training, the right strategy, and the right technology in place, 4/20 becomes the kind of holiday that gains customer retention and trust.
*This article was submitted by an unpaid guest contributor. The opinions or statements within do not necessarily reflect those of GreenState or HNP. The author is solely responsible for the content.