The Best Cannabis & Hemp BFCM Strategy That Prints
Hey, it’s Jayde from the High Conversions newsletter.
Black Friday is coming up fast… and if you’re in the cannabis space, you can’t afford to just “wing it.”
I will be honest… I have been in the industry for 7 years and everrryy single conversation is the same around BFCM. And the great canna brands love gatekeeping their strategy but I get all their emails so I’m going to air out their entire playbook shamelessly.
Most brands will slap a 30% off code on their homepage and pray for conversions.
But the smart ones actuallyyyy plan out phases that build the anticipation, protect margin, and keep customers buying through December.
Let’s break down the exact BFCM structure we’ve seen crush for top cannabis and CBD brands last year (and how you can copy it).
Key Takeaways
Don’t rely on one discount. Rather, layer offers across phases.
Start early with a VIP or early access offer to capture your loyal audience first.
Keep your BFCM weekend simple, sitewide, and high urgency.
Pivot to gifting and bundles as shipping deadlines hit.
Reuse those same holiday offers for New Year’s…but just change the angle.
Phase 1: Early Access (Nov 13–24)
Before everyone else launches, you’re already driving conversions.
Offer: 25% off + early access to guaranteed stock. OR $15-$25 off.
Why this works:
Cannabis customers hate waiting for restocks. “Guaranteed stock” gives real urgency.
Starting early means you get sales before ad costs spike (and at this point, you should be running ads without restrictions like Willies, Mood & Cornbread Hemp are).
The VIP positioning makes customers feel part of an inner circle.
Take a look at what Brez did last year;
Ran this $15 off all the way through but changed angles
Sent plain text emails every other day from ‘Corbin’ posing it as “store credit” (best trick in the book, try it)
Clean, simple images
Phase 2: Black Friday Weekend (Nov 26–29)
Increase the offer slightly.
Offer: 30–35% off sitewide + free shipping over $75. OR $25+ off
Why this works:
No confusion; just one clear sitewide offer.
Free shipping helps push AOVs higher.
The simpler the message, the higher the conversion.
Phase 3: Cyber Monday (Dec 1–3)
Stack urgency with a small twist.
Offer: Extra 10% off bundles or limited-time “Buy 2 Get 1” deal.
Why this works:
It re-engages people who didn’t buy over the weekend.
Feels like a new reason to come back without inventing a whole new offer.
Encourages multi-item orders — crucial for cannabis margins.
Phase 4: Gifting Season (Dec 5–21)
Now it’s all about positioning.
Offer: Holiday bundles + free shipping.
Frame it as:
“Gifts for the chill friend.”
“Stocking stuffers for calm energy.”
“Last chance to order for delivery before Christmas.”
Why this works:
Bundles drive AOV.
Gifting framing makes the offer feel fresh.
Shipping cutoffs create organic urgency.
Phase 5: New Year’s Push (Dec 26–31)
Keep momentum going.
Offer: Reuse holiday bundles with a new angle — “Start 2026 calm, clear, and focused.”
Why this works:
No new creative or discounts needed.
Keeps traffic and conversions alive after Christmas.
Reinforces your brand as a year-round lifestyle, not just a holiday buy.
Final Thoughts
Most cannabis brands will push one lazy “40% OFF” promo and call it a day.
But the best ones, (the ones making real money), map out a 6-week campaign with layered urgency and consistent storytelling.
If you do this right, you won’t just have your biggest BFCM ever…
you’ll have your most profitable one.
Want me to map out your cannabis brand’s BFCM blueprint for free?
👉 [Book a strategy call here.]
Here’s to higher conversions,
Jayde