Every cannabis retailer knows the power of 4/20…
But what about 7/10?
Just like 4/20, which took years—if not decades—to become the mainstream cannabis moment it is today, 7/10 is still in its early growth phase. Known as Oil Day, July 10 has emerged as a rising occasion for cannabis concentrates. Yet despite years of industry effort, 7/10 has yet to achieve the mainstream traction of its April counterpart. But that’s not a failure; it’s an opportunity!
So what is Oil Day?
7/10 is a blank slate with strong potential, but most consumers aren’t yet connecting with it.
In July 2024, oil-based products like vapes and concentrates made up 30% of all dispensary revenue, with vape carts neck-and-neck with flower in nearly every sales metric.
Interestingly, the purchase of oil products actually peaked after 7/10, with August outperforming July across most categories. As of yet, 7/10 does not drive immediate retail spikes the way 4/20 does, and that consumer enthusiasm for oil-based products builds after the holiday.
Instead of expecting immediate returns, it is recommended that retailers take a leadership role in shaping what 7/10 means, and that begins with education, accessibility, and consistent storytelling. Here are five tips to help retailers make the most of 7/10 and build a foundation for long-term success:
1. Explain the Holiday Before You Try to Sell It
Most shoppers don’t know what “710” refers to, let alone how to celebrate it. Dispensaries can lead by demystifying the holiday with simple in-store or online education. A counter card at the register, a post on Instagram, or a short video on a display screen can go a long way in explaining why the holiday is called 7/10, what oil-based products are, and how they differ from flower or edibles. Simple in-store and digital explainers can turn a passive shopper into an engaged one.
2. Launch a “Cannabis Oils 101” Campaign
Many consumers are curious about concentrates but hesitant to dive in. Creating low-pressure education events or budtender Q&A sessions the week before and after 7/10 can help demystify oil-based products. Educational signage or short videos showing how to use vape carts, dab rigs, or applicators can boost confidence and interest. Also, using friendly, accessible terms like “starter-friendly” or “beginner concentrate” can make trying these products feel less intimidating to first-timers.
3. Position Oil Products as a Lifestyle Fit
The diversity of oil-based formats, from disposable vape pens to potent live resin dabs, makes them ideal for a range of needs. Retailers can help by connecting oil products to everyday intentions. For instance, a vape pen might be “perfect for a hike,” and a discreet cartridge could be marketed as “great for daytime use.” Another way to reduce decision fatigue is to create curated product bundles, like “The Curious Dabber Starter Pack” or “Vape & Go Essentials,” that introduce customers to different formats based on their lifestyle or goals.
4. Turn Budtenders into Oil Day Ambassadors
Budtenders are among the most trusted voices in the cannabis retail experience. To make the most of 7/10 and beyond, dispensaries should equip their staff with clear, easy-to-understand talking points about oil-based products, including information about effects, use cases, and safe dosing.
Also, offering incentives to budtenders for upselling or recommending concentrate formats throughout July can boost engagement, especially if the focus remains on education rather than pure conversion.
Lastly, featuring “staff picks” for oils, along with short notes about why a product is loved by the team, builds trust and personal connection with shoppers.
5. Extend the Holiday: Make July to August Your Oil Season
Oil product performance is often stronger in August than in July, so it is recommended to treat the 7/10 holiday not as a single day, but as a launchpad for a longer seasonal campaign.
Retailers can start building awareness in early July and continue promotions and educational efforts into late summer. A themed campaign like “Summer of Oil” can provide a flexible framework for rolling out educational campaigns. It can also spotlight new or limited-edition products and running evolving deals throughout the summer. By making oil education and discovery a season-long experience, dispensaries can capture greater sales while deepening customer relationships.