Picked to Promote: How Dispensaries Choose Cannabis Brands for Deals
In the hyper-competitive cannabis retail space, delivery deals and in-store promotions aren’t just about pushing product—they’re a strategic collaboration between dispensaries and brands aimed at driving sales, acquiring customers, and boosting visibility. But how do certain products end up in the spotlight while others stay on the shelf?
At the core of this process is a mix of data, marketing alignment, and profit strategy.
Dispensaries analyze a blend of real-time sales metrics, inventory levels, seasonal demand, and consumer buying trends to determine which products are primed for promotion. High-margin items, products nearing expiration, or slow movers that need a sales bump often make the shortlist. On the flip side, trending products that are already flying off the shelves may also be included in delivery deals as a customer acquisition tactic—get them hooked with a deal, and they’ll return at full price.
Brand partnerships play a key role. Most cannabis retailers work directly with brand representatives to negotiate promotional calendars and co-branded campaigns. These negotiations often include incentives such as buyback guarantees, marketing support (digital assets, influencer partnerships, etc.), or even cost offsets for loss-leader discounts. A brand willing to fund a “Buy One, Get One” promotion or offer deep discounts is more likely to see their products featured.
Product education is another factor. Brands that provide training for budtenders and delivery staff—either through in-person visits or digital platforms like LeafLink Learn or Headset Insights—tend to gain favor. When staff understand the benefits, terpene profiles, and effects of a product, they’re more likely to recommend it confidently during both in-store consultations and online chats.
But it’s not just about deals and dollars. Customer experience matters. If a brand has a track record of delivering high-quality products with consistent results, it builds consumer trust. Retailers monitor customer reviews, return rates, and even delivery-specific feedback to determine which SKUs are worthy of repeat promotion. In some markets like California and Massachusetts, real-time review dashboards help dispensaries track customer sentiment and adjust promotion strategies accordingly.
Technology has also sharpened decision-making. POS systems like Cova, Flowhub, and BLAZE integrate with CRM tools and e-commerce platforms to provide actionable insights. For example, if data shows a spike in online cart abandonment for a certain pre-roll pack, a targeted weekend deal could help convert those hesitations into sales. Likewise, AI-driven recommendation engines personalize which deals appear to individual customers, increasing engagement for chosen brands.
Finally, local laws influence promotional choices. States with tighter marketing restrictions—such as Vermont or Maryland—may prohibit deep discounting or require specific labeling for promotional items. In contrast, more liberal states like Oregon and Nevada allow greater flexibility, enabling more creative delivery deals and in-store activations.
In short, the selection of cannabis brands for deals and promotions isn’t random—it’s the result of strategic alignment between retail priorities and brand ambition. For consumers, it might just look like a sweet discount. But behind every delivery deal and in-store flash sale is a calculated effort to drive awareness, build loyalty, and stay ahead in one of the fastest-moving industries in retail.
As the cannabis market matures, expect more data-driven decisions, tech-enabled promotions, and brand-retailer collaborations that shape not just what ends up in your cart—but how it got there in the first place.