An increasingly vital date for dispensary operators is July 10th, affectionately known as 7/10 or "Dab Day." The holiday formed from the grassroots cannabis culture and a clever visual pun: when the number "710" is flipped upside down, it spells "OIL". The term began gaining traction in the early 2010s, spreading rapidly through online forums and social media. By 2013, media outlets began spotlighting the holiday, further cementing its place in cannabis culture. The holiday's inherent "coolness" and community-driven nature provide a strong foundation for authentic marketing efforts, moving beyond a manufactured sales event to something genuinely embraced by consumers.
The focus on oil presents a highly targeted opportunity to engage a high-value segment of the cannabis consumer base.
Historical Sales Trends & Market Insights
Overall 7/10 Sales Performance: A Look at the Uptick
7/10 has firmly established itself as a significant sales driver for dispensaries, consistently ranking as one of the biggest sales periods of the year, typically following 4/20 and Cyber Week (tied to the Thanksgiving holiday). Data from Headset highlights the distinct sales lift associated with this holiday. In the United States, sales on 7/10 witnessed a notable increase of 10.7% compared to a typical Monday. Canada also experienced a sales boost, albeit slightly lower, at 7.3%.
The impact on concentrate sales is even more pronounced. On July 10, 2021, concentrate sales surged by an impressive 67.4% compared to the preceding four Saturdays. Rosin, a particularly sought-after concentrate, experienced an even more dramatic 213% increase during the same period. While the sales spike on 7/10 may not be as aggressive as that observed on 4/20, industry experts consistently report a "nice uptick" in sales, making it a valuable opportunity for retailers.
Concentrates and Infused Pre-Rolls: The Dominant Categories
Within the broader cannabis market, concentrates and vape pens consistently emerge as top performers on 7/10. Analyzing historical sales figures provides a clearer picture of their trajectory.
Historical Concentrate Sales & Market Share (July 2020-2023)
Month/Year | Concentrate Sales (USD) | Market Share (%) |
July 2020 | $99,567,220 | 9% |
July 2021 | $126,562,825 | 8% |
July 2022 | $119,763,372 | 8% |
July 2023 | $117,522,019 | 6% |
The table above illustrates the consistent, substantial sales volume of concentrates during the month of July. While the market share saw a slight downward trend from 9% in July 2020 to 6% in July 2023, these figures must be viewed within the context of a rapidly expanding overall cannabis market and the emergence of new product categories. The steady performance, even without dramatic 7/10-specific spikes within the monthly data, suggests that concentrates have become a staple in many consumers' cannabis repertoires, enjoyed year-round rather than solely on special occasions. 7/10 is a peak sales event and a catalyst that amplifies an already robust, sustained demand for concentrates. This means a prime opportunity to acquire new concentrate customers, setting the stage for consistent sales beyond the holiday itself.
The Explosive Growth of Infused Pre-Rolls: Market Share and Year-Over-Year Trends
Infused Pre-Roll Sales (Week of 7/10, 2020-2024)
Week of 7/10 | Sales (USD) | Market Share (%) |
2020 | ~$900,000 | ~22% |
2022 | ~$2,200,000 | ~30% |
2024 | ~$3,500,000 | ~48% |
Sales for the week of 7/10 show a staggering upward trajectory in this segment, rising from just under $1 million in 2020 to over $3.5 million by 7/10/2024. Concurrently, the market share for infused pre-rolls more than doubled, from 22.8% in 2020 to a commanding 48.1% in 2024. Consumers are increasingly seeking more potent, flavorful, and experiential cannabis options.
In 2023, the infused pre-roll subcategory officially surpassed traditional "Hybrid - Single Strain" pre-rolls to become the top-selling segment, generating $1.12 billion in sales. Infused pre-rolls provide an accessible entry point for consumers to experience the potency and flavor of concentrates without requiring specialized dabbing equipment. Dispensaries can use infused pre-rolls to introduce a broader customer base to the concentrate category, potentially converting them to other concentrate forms over time.
Two Different Types Of Holiday Customers
The Curious Consumer
This customer doesn’t dab, at least not yet. They’re concentrate-curious, not committed. They’re more into flavor, convenience, and the idea of “trying something stronger” without dealing with complicated tools. They’re often drawn to infused pre-rolls, disposables, or carts with sleek packaging.
How to Reach Them:
Lean into ease of use and enhanced experience, not potency
Position infused pre-rolls as an upgraded social smoke
Educate them on what concentrates are
The Dab Expert
This customer times their visits around product drops. They already know which SKUs sell out fast and are willing to pay a premium for fresh press rosin, high terp content, and solventless options. They don’t need education; they want access, exclusivity, and variety. They're often shopping for the highest quality.
How to Reach Them:
Use segmentation to give them early access or exclusive concentrate promos
Promote high-end extracts with a focus on quality, process, and source
Reward them with loyalty perks that apply specifically to rosin/concentrates, not just general purchases
Post-7/10 Retention Strategy
7/10 brings in a surge of concentrate shoppers, but the real value lies in what happens after the holiday. Treat new buyers — especially those who tried infused pre-rolls or dabbled in concentrates for the first time — as a distinct audience. Follow up with targeted messages that guide them toward repeat purchases, whether it’s through low-barrier offers, product education, or small loyalty perks that keep the momentum going.
For your heavier spenders — the rosin chasers and extract regulars — this is the time to segment and reward. These customers want early access to drops, concentrate-only deals, and communication that reflects their level of experience. Create a separate list or tag for them, and keep them engaged year-round with high-end product announcements and time-sensitive promos.
Need Help Marketing for 7/10 and Beyond?
Our retention marketing strategies are designed to convert one-time purchases into long-term loyalty through targeted SMS, email, and display campaigns. We make sure your best customers keep coming back. We segment, personalize, and time each message to match how your customers shop. From post-promo follow-ups to product drop alerts, every DispoJoy campaign drives repeat visits and stronger customer relationships. Schedule a call with our team to get started.
