Our VP of Sales & Marketing, Chris Guthrie, recently moderated a webinar in partnership with one of our favorite trade shows, MJ Unpacked. The conversation brought together Blythe Huestis, VP of Retail for Sun Theory, Erick Rodriguez, SVP of National Retail Operations for The Cannabist Company, and Nicole Hanratty, VP of Marketing for MWG Holdings Group. The group dug into the reality of protecting margins during the holiday rush. Below are a few standout moments worth revisiting. 

Creating a warm and welcoming dispensary environment came up fast. Hanratty encouraged retailers to lean into seasonal decor and let staff have fun with colors and small winter touches. She said, “it’s the holidays and people want to shop,” which sets the tone for why ambiance matters. Rodriguez echoed the thought, adding that a little spirit goes a long way in making the space feel cozy. Huestis reinforced the vibe by reminding everyone to keep it “festive, without being gimmicky,” so the store feels intentional rather than overdone. 

The group also focused on service. Hanratty highlighted the importance of empathy during the holidays since this season can feel heavy for some shoppers. A small act of patience or kindness can shape the entire guest experience and build long-term loyalty.

Vendor days took a front seat next. Huestis spoke passionately about the value of brand ambassadors on the sales floor, saying “vendor days are so important.” Hanratty agreed and pointed out that swag can be a strong margin protector for brands. Huestis added that giving away branded items can reduce the pressure to discount, which keeps revenue healthier. Everyone aligned on how much these visits contribute to both the customer experience and the relationship between brand reps and retail teams. 

Gifting season opened the door for a fun memory from Guthrie. When he operated his own dispensary, the team filled clear ornament balls with flower to create a playful, holiday-ready gift. That sparked a wider conversation about upsells. Huestis shared her approach of placing five-dollar items at the register to capture impulse buys and building gift ideas under twenty dollars, plus stocking stuffers under ten. The group also talked about spend-and-save promotions and donation-driven discounts that reward shoppers for bringing in coats or food for local charities. 

Parsing through crowded menus is another challenge the panel addressed. Hanratty turns to reporting as her guide, calling data “the best guardrail.” She looks for products that consistently move, along with items that are frequently purchased together. Those patterns help her shape bundles and set realistic sales goals. Huestis reminded retailers that “cannabis doesn’t rest during the holidays” and stressed how important it is to monitor discount stacking, especially when stores run several promotions at once. 

On the operational side, Huestis shared her cadence of daily and weekly reviews, plus retrospectives after each promotion. She keeps communication tight across operations, purchasing, and marketing to confirm that deals are truly delivering. Hanratty takes a similar approach and digs into post-activation reporting to understand what resonated and what needs refinement. 

Rodriguez closed with a story that drew laughs. His team once ran a “20 days of Christmas” promotion with a wrestling-themed brand. They brought local wrestlers into the parking lot, created a spectacle, and made strong sales. The neighbors were less enthusiastic, which is why the event will live only in memory. It was creative and chaotic, which feels accurate for cannabis retail during the holidays. He reflected, saying “we made a lot of sales, but our neighbors were not happy.” 

We loved hosting this conversation and diving into real tactics for protecting margins during the busiest shopping weeks of the year. If you want more industry insights, follow 365 Cannabis and the leaders from this panel. 

As Rodriguez put it, “we sell weed, let’s have fun.” 

Happy Holidays! 

MJ Unpacked Panel for “Protecting Margins During the Holiday Season: Strategies for Retailers”: 

Moderator: Chris Guthrie from 365 Cannabis 

Speakers:  Blythe Huestis from Sun Theory, Erick Rodriguez from The Cannabist Company, and Nicole Hanratty from MWG Holdings Group 

Organizer: MJ Unpacked