You don’t have to be a cannabis connoisseur to understand the significance of 420. What started as a group of friends, in Marin County in 1971, smoking cannabis after school at 4:20 p.m. each day, has turned into a global cannabis holiday, celebrated each year on April 20.
In recent years, another holiday has emerged to celebrate cannabis. The day is July 10, or 710, because if you turn 710 upside down it spells out OIL. While it’s not yet to the level of 4/20, 7/10 is widely celebrated in the cannabis concentrate community.
History of 710
As 420 has become international cannabis day, 710 has become international oil day, specifically hash oil. But who started the trend? As with most things in the cannabis industry, the origin of 710 is somewhat ambiguous. Some claim it first appeared on Urban Dictionary back in 2010. Its popularity gained steam in 2013 when LA Weekly ran an article titled, “710 is the new 420”. While it is all still a bit unclear, as cannabis becomes more mainstream, dabbing is becoming a more accepted way to consume cannabis.
What to Expect on 7/10
According to the MJ Freeway business intelligence team, since 2018, there is statistical relevance to suggest a year-over-year increase in concentrate sales on July 10. The biggest reason for this continued growth?
Marketing plays a major role, and as more retailers offer discounts and deals around the 710 holiday we are increasingly seeing the market share of sales on this day lean towards concentrates. How do you make your cannabis retail location the destination for concentrate products this 710?
710 Marketing Approach
Recruit category entrants – Even as concentrates continue to rise in popularity, there are long-time cannabis users who are hesitant to try dabbing. These worries are not unfounded, as concentrates are far more potent than flowers or edibles. To help your customers overcome any barriers to transitioning to concentrates, you could try hosting an event on concentrate benefits and imbibing methods and devices.
Upsell category aficionados – The cost of acquiring new customers is often the most expensive one your business can incur. Instead, you could decide to focus your 710 marketing efforts on turning your existing customers into repeat customers. One way to do that is through upselling. For example, create special packaging or offer an attractive price, i.e. 7.10% off all purchases for returning oil customers.
Volume sell category enthusiasts – Category enthusiasts are buying concentrates regularly. You have to give them a reason to purchase in volume on 710. For example, offer bulk discounts such as buy 3 get 1 for $7.10, or buy 5, get one free.
Using Data to Drive Your Marketing
Targeted marketing is significantly more effective than generic marketing. By using your business insights, you can determine the age and gender of your consumers, as well as their purchase habits. With this information you can design promotions and messaging specific to those groups. Make the most of the summer holiday. Request a demo of MJ Platform today.
