Is the legal cannabis industry the next major opportunity for print, promo, and apparel companies? The cannabis industry has experienced a boom in recent years, fueled by the increasing legalization of both medical and recreational marijuana. As the market grows, so does the need for effective marketing, branding, and customer engagement strategies.
A growing need for branding
With THC legal in some capacity in 40 states nationwide, the marijuana market is a growing business. 24 of these states allow the recreational use of marijuana, and most medically legal states allow for the use of CBD products, which contain small amounts of THC. With ten states left to legalize cannabis in some capacity and multiple medical-use-only states considering broader legalization, it’s likely that more states will join the roster.
As of January 1, 2024, at least 12,156 marijuana dispensaries are open in the United States today! This number is only expected to rise as the market expands. 11 U.S. states are currently on track to reach $1 billion in legal cannabis-related sales by the end of 2024. Experts predict that the industry will reach an astounding $59.6 billion in global sales by 2027.
As marijuana legalization continues across the states, dispensaries are on the lookout for the perfect custom-branded products to suit their business. For those in the print, promo and apparel companies, this sudden influx of potential clients is shaping up to be the next major move.
Print in cannabis branding
Print plays a vital role in the cannabis industry's marketing strategy; print materials provide a tangible way to communicate with consumers.
Packaging and labeling
Legal cannabis products are protected by numerous federal and state regulations, and print companies must produce packaging and labels that meet these standards. Every detail, from ingredient lists to health warnings, must be clear and concise.
Packaging is also an excellent opportunity for branding; growers are using custom designs to stand out on the shelves. Specialty printing techniques such as embossing, foil stamping, and die-cutting are popular among brands looking to create premium packaging that appeals to consumers.
Marketing Collateral
Brochures, business cards, posters, and banners are all commonly used by dispensaries for events, promotions, and product information. Many consumers seek more information about products and their benefits, and print materials allow dispensaries to share detailed information in an easily accessible format.
Growers and dispensaries are also incorporating educational messaging into promotional items that provide customers with valuable information about product use, benefits, and safety.
Promotional products in the cannabis industry
Swag is a staple of marketing in nearly every industry, and cannabis is no exception. Growers and dispensaries are leveraging promotional products to build brand loyalty and expand their customer base.
Brand visibility
The cannabis industry is highly competitive, and promotional products such as custom lighters, rolling trays, grinders, and reusable tote bags help companies stay relevant with their customer base. These functional items, often branded with a company’s logo and message, provide ongoing advertising each time they’re used.
Events and giveaways
Cannabis events, from trade shows to music festivals, are ideal venues for dispensaries and growers to hand out branded merchandise. Promotional items are a great physical reminder of the brand that encourage potential customers to visit their dispensary or try their products later.
Apparel in cannabis marketing
The apparel industry has become a staple in the cannabis sector, helping brands establish themselves and spread the word. Cannabis brands are increasingly focusing on apparel as a way to connect with their target audience.
Fashion
Dispensaries and growers are working with apparel companies to create stylish, comfortable, and sustainable clothing that appeals to their customers. With custom-curated designs, brands can set themselves apart and build a recognizable image.
Employee apparel
Uniforms or branded apparel for staff not only create a professional appearance but also help reinforce brand identity. In some cases, dispensaries offer staff apparel to customers as part of loyalty programs or special promotions, turning customers into walking advertisements for their business.
Collaborative opportunities
Many cannabis growers and dispensaries are collaborating with companies in the print, promo, and apparel industries to create unique, co-branded campaigns. These partnerships allow both industries to benefit from cross-promotion, reaching wider audiences and cultivating a strong brand appeal.
Collaborative product launches
Growers and dispensaries have partnered with print, promo, and apparel brands to create limited clothing lines that celebrate new product launches. These collections generate excitement and create a sense of exclusivity, drawing customers to both the dispensary and the collaborators.
Sustainability initiatives
Some companies are aligning on environmental and social causes, creating co-branded campaigns that promote sustainability and responsible consumption. Eco-friendly promotional products, in particular, resonate well with cannabis consumers, many of whom value sustainability. For example, dispensaries may offer eco-friendly promo items made from hemp, showcasing the environmental benefits of cannabis.
Looking towards the future
As the United States shifts into a new era in sales, possibilities abound for promotional products. Many print, promo, and apparel companies have already opened their doors to the opportunities the cannabis industry is introducing and have benefited greatly from the surge in business. Consider catering to the legal marijuana industry—there’s so much in store!
