Do Cannabis Themes Boost Non-Marijuana Industry Sales?

By Ivy Summer

Adding cannabis themes to non-cannabis companies typically do help boost business and sales. Almost every industry out there is either directly or indirectly affected by the cannabis industry in some way, shape, or form. For example, the event industry has seen an uptick in cannabis weddings and trends, which opens the hospitality industry up to an entirely new market [segment]. Engaged couples need help navigating wedding plans regarding the incorporation of cannabis because cannabis legislation can vary state by state and county by county.

Jamaica is no longer the only option for cannabis vacations and destination weddings. Now, we see an increasing number of couples hosting destination weddings in states where recreational cannabis is legal. And wedding vendors, who at a point in time had nothing to do with cannabis, are now reaping the benefits of incorporating variations of the plant into its offers.


The Cannabis Wedding Expo has expanded to Northern California in 2016, southern California and Nevada in 2017, and all the way to eastside states in 2017-2018. Adding cannabis themes to non-marijuana industry businesses can boost a company’s public and media attention, too. For example, Jeff Sessions ordered the U.S. Coast Guard to approach a vessel, which used to only offer simple yacht tours, on the San Francisco Bay to check up on the country’s first ever cannabis yacht tour. That event garnered over 3,000 RSVPs without any marketing aside from a webpage on the internet.


Makeup by Mandy primarily promotes CBD beauty products for skincare. “I am obsessed with Kiehl’s new cannabis infused skincare line and the upgraded version of Herbivore Emerald CBD facial glow oil,” Mandy says. She also makes her own face creams, tinctures and oils to hide redness, reduce inflammation and grace her face with a glow that no other skincare product can match. “As a licensed esthetician I have tried and experimented with so many high end skincare lines,” Mandy says. She swears by the winning ingredient: CBD.


Gillian Cranehahn represents The 1899 House Bed & Breakfast, a 420-friendly venue tucked away in Spokane, Washington. She said that when cannabis made its debut in the hospitality industry, “We were the first cannabis-friendly lodging in our city, several years ago. Our basic reason at that time was that we had several guests who had a need to use cannabis medicinally, and regular hotels, motels and B&Bs here were not accommodating that.” There was no precedent or framework for how to accommodate cannabis requests, so each hotel, motel, and B&B across the nation created their own policies around what methods of consumption were suitable for their individual properties.

“We do not allow any sort of open flame or smoke in our home/B&B, but we do have several outside areas where smoking and vaping are fine, and convenient — except, perhaps, on the coldest days,” Cranehahn said. It’s a balancing act for lodges everywhere because managers are designating specific spaces for 420-friendly visitors in ways that still allow them to accommodate visitors who don’t consume cannabis. That doesn’t mean it’s difficult though. Cranehahn said, “Once cannabis was legalized, we had requests about lodging from a wider variety of users. We thought perhaps our inability to provide in-room smoking accommodations would be difficult, but since they are non-smoking for cigarettes, cigars, even incense and scented candles due to insurance and fire code regulations, no one has ever had an issue with those restrictions.”

The list goes on, from the home décor and health & wellness industries to food and beverage and media industries, almost every type of business is able to incorporate cannabis to serve new market segments that didn’t exist a couple of decades ago. We’ll undoubtedly see a ripple effect in new ways that we still can’t fully imagine. Cross-industry collaboration will inform the evolution of consumption methods, recreational activities and excursions as legislation for cannabis continues to mature across the country.

Especially as demand continues to rise, in part due to pandemic circumstances, a variety of non-cannabis companies may begin to take steps towards cannabis-inclusive offers that the market has been eagerly anticipating.

Where have you seen the incorporation of cannabis today that you didn’t know would’ve been possible a decade ago? Drop a comment here or send an inquiry to [email protected] to share your discoveries. Here’s to the new normal.

About the Author:

“Ivy Summer is an independent consultant and collaborator with ECO Cannabis with 5 years of experience working in the cannabis industry both as a consultant and wedding planner. She introduced the annual Cannabis Wedding Expo to California in 2016 and launched America’s first cannabis art museum tours and cannabis yacht tours from 2016 through 2018.

From your workforce, content, or your customer base to your daily interactions – if you aren’t sure how to start incorporating diversity, equity, inclusion, and belonging into various aspects of your life, and you want to commit to making an intergenerational impact in business and beyond, Ivy is your go-to. “Let’s make a diversity committee,” is one of the most common phrases she hears from her prospective clients. She’ll take you deeper. She helps solopreneurs and small-to-medium sized organizations develop ownership over real systemic change within their community and champion diversity and inclusion initiatives they never thought possible. Ivy specializes in identifying areas of business that hinder an organization’s potential for diversity and recommending how to establish best practices in a sustainable way.”

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