For cannabis retailers, loyalty programs have become indispensable for driving repeat business and increasing average order value. Among the most popular tactics is the “Double Points Day”—an enticing incentive that can rapidly boost sales. But timing these promotions is critical. Launch them strategically, and you’ll see record-breaking days; offer them haphazardly, and you risk eroding margins or training customers to only shop during discounts. Here’s a data-driven guide to timing your Double Points Days for maximum impact.
Use Traffic and Sales Data as Your North Star
Begin by analyzing historical sales data: identify your slowest days of the week and periods of seasonal lulls. Industry-wide data shows cannabis sales dip midweek—particularly on Tuesdays and Wednesdays — with a 12-18% lower average transaction volume compared to weekends. By offering Double Points on these slower days, you can redistribute traffic, smoothing weekly sales curves and keeping staff engaged when foot traffic would otherwise be light.
Similarly, evaluate seasonal dips in your market. Many cannabis retailers report sales slumps immediately after major holidays like 4/20 or Labor Day weekend. Scheduling Double Points Days 1–2 weeks after such peaks can counteract post-holiday fatigue and incentivize customers to return sooner.
Avoid Cannibalizing Natural Sales Peaks
Double Points should never overlap with naturally high-traffic periods. Fridays and weekends are peak days in cannabis retail — with average transaction counts increasing by 20-30% compared to weekdays. Offering extra points during these times may drive short-term excitement, but it’s unnecessary discounting: most customers are already planning to shop.
Likewise, during annual cannabis events (e.g., 4/20, Green Wednesday before Thanksgiving), your store is likely to be busy even without loyalty incentives. Launching Double Points during these periods may lead to overcrowding, strain staff resources, and compress margins without generating meaningful incremental visits.
Coordinate with Product Drops or Vendor Days
One exception to avoiding Double Points on busy days is when coordinating with exclusive product launches or vendor pop-ups. If you’re debuting a limited-edition strain or hosting a brand activation, layering Double Points can create urgency and excitement. This works best if the new product aligns with your loyalty audience — for instance, if your top spenders prefer concentrates, a Double Points Day on a new concentrate drop can amplify both immediate sales and long-term engagement.
Mind Your Margins
Double Points essentially double the future cost of loyalty redemptions. Consider your average redemption rate: a 2024 Headset study found most cannabis retailers see 7-12% of points redeemed within 90 days. If your margins are already thin on certain SKUs, offering Double Points on discounted or low-margin products can push profitability into the red. Always calculate expected promotional costs against expected incremental revenue, and limit Double Points exclusions to protect your bottom line.
Communicate Strategically
Promote Double Points Days with targeted SMS and email campaigns 48-72 hours in advance, but avoid oversaturating messages. A well-timed reminder can increase participation by 15-25% according to data from cannabis CRM providers like springbig. Meanwhile, exclusive early access announcements to your highest-tier loyalty members can make them feel valued while controlling in-store traffic surges.
The Bottom Line
Double Points Days can be a powerful lever for cannabis retailers — when used sparingly and supported by data. Time them around your slowest days, avoid periods of natural demand, coordinate with strategic events, and always keep an eye on your margins. With careful planning, Double Points will reward not only your customers but also your bottom line.
Learn more strategies for dispensary success here.