Q4 is a sprint for every industry, and cannabis is no exception. As cultivators move through their Croptober yields, the focus shifts to fulfilling retail orders, supporting multi-location partners, and keeping profits intact. Yet the pressure on dispensaries to run aggressive holiday promotions, deep discounts, and BOGO deals creates a ripple effect upstream. Wholesale prices tighten, margins shrink, and growers are left fighting to stay profitable during the busiest sales season of the year. 

Protecting those margins is a key survival strategy for everyone in the cannabis industry. The entire cannabis supply chain is feeling the squeeze, from cultivators to distributors to retailers. The good news is that there are ways to preserve profits while maintaining your reputation as a premium, in-demand brand. Here is how cultivators can safeguard revenue, strengthen retail relationships, and finish the year with a stronger bottom line. 

Non-Medicated Promos 

Medicated products carry higher costs for movement, verification, and compliance processing, which can eat into your profit with every sale. When dispensaries ask for promotions like BOGO or BOGO50 on flower or infused products, it often means cultivators are giving away expensive inventory just to stay competitive. 

Instead, consider non-medicated promotions that still excite consumers without cutting into your margins. Branded glass, lighters, rolling trays, or apparel can extend your brand presence beyond the shelf while keeping your profit per gram intact. Coveted items like dab rigs or nicer glass can create gift sets perfect for the holiday season. With the right planning and lead times, these non-medicated promos create a holiday buzz that boosts sales and loyalty without giving away your most valuable products. 

Pop-Up Presence 

Instead of spending on giveaways, put that budget toward people. Pop up events are one of the most effective ways for cannabis cultivators to build relationships, educate consumers, and boost sales during the holiday season. By allocating labor hours toward field marketing instead of product discounts, you create lasting brand impressions that translate into stronger retail performance. 

Get your brand ambassadors in stores, events, and anywhere consumers are shopping. Have them share what makes your genetics, growing practices, or formulations different from the rest. Every conversation adds brand value, strengthens staff recommendations, and keeps your products top of mind long after the pop-up ends. 

It may seem like a small move, but physical presence often outperforms price cuts when it comes to building loyalty and driving repeat sales. 

Forecast and Sell Smarter with Real Time Visibility 

Wholesale relationships matter most during the holidays. Dispensaries stock up early for gift shoppers and tourist traffic, but they also expect quick replenishment when products sell fast. With forecasting and Available to Promise tools built directly into your ERP, cultivators can see what inventory is ready, what is in production, and what can be committed to future orders without stretching supply too thin. 

This visibility makes it easier to give retail partners accurate timelines and avoid last minute surprises. By analyzing past sales data, you can predict which strains or SKUs will move fastest in December and plan production around proven demand. 

With the SellStack integration, cultivators can bring that data straight to their buyers. Custom built B2B wholesale storefronts let retailers view live inventory, see real time ATP quantities, and place orders directly through your portal. That removes endless back and forth emails, speeds up order cycles, and keeps your brand visible when dispensaries are looking to restock fast. 

Instead of producing slow movers, cultivators can focus labor and materials on products with the best sell through rates. The result is less waste, fewer discounts, and a steady balance between supply and demand supported by one connected system that protects profit margins all season long. 

The Gift of Efficiency 

In an industry where every dollar counts, automation is the gift that keeps on giving. From batch costing to compliance reporting, centralized systems save hours of manual work each week. Less time crunching numbers means more time managing growth, quality, and strategy. 

Want to hear more about protecting margins during the holiday season? Our VP of Sales & Marketing, Chris Guthrie, discuss this with other cannabis leaders? Tune into our upcoming webinar with MJ Unpacked, “Protecting Margins During the Holiday Season: Strategies for Retailers.” Register for the webinar here.