710 is historically not a huge sales period- in 2022, 710 only drove about $46.7 million nationwide. In comparison, the previous week over the Fourth of July weekend, we saw over $255 million in dispensary sales. With that context in mind, 710 really isn’t the big draw when it comes to customer spend but culturally it is hugely impactful. Since 2012, 710 has been widely celebrated as a day to focus on cannabis extracts. It’s a time where brands come forward to discuss extraction and educate consumers on safely consuming concentrates. It’s a time for dispensaries to promote their extract brands and answer endless questions on dabs and dab accessories (but don’t worry, we actually have a guide to help you with that too). So while we know 710 isn’t going to keep those registers ringing the same way they do on the Fourth of July, we do know there is an opportunity for driving deals and education. Here are some great ways to create promotions for this unseasonable sales slump.
Bust Out the Batteries
The more common extract consumption method we see is via vape. In 2022, 36.4% of all sales on 710 were for vape cartridges and vape disposable pens. Concentrates only accounted for 14.6% of all 710 sales, so we see that vapes outsell concentrates by quite a significant margin. If we’re following the money here, then we’re focusing on vape right now.
The most common vape accessory is a 510 threaded battery. While some vape companies like PAX have proprietary pods and battery devices, it’s more common to see a 510 vape cartridge compatible with a 510 battery. Some batteries can retail for around $5, while some nicer or high-end devices can be closer to the $50-60 range. In advance of 710, it can be helpful to stock up on both low-end and high-end batteries and connect with brands on potential promotions. If a vape brand focuses solely on their vape cartridges, chances are that they already have batteries on their Leaflink menu or they bring them to pop-ups. Reach out to your sales contact and see if you can coordinate a promo of buy a vape cartridge, get a battery for a penny. Like we discussed, 710 is not a big sales day but it is competitive in the extract world. This is a great time to help your partners offload hardware while promoting a really great starter kit of sorts for vape cartridges.
Pop-Ups Can Pop Off
Speaking of connecting with your brands, days like 710 and 420 are perfect opportunities to showcase your partnerships with producers and brands in your community. Most brands have in-house brand ambassadors who go dispensary to dispensary to show off their brand, drop some serious education on shoppers, and (perhaps the most fun thing) give out freebies and swag items. Brand ambassadors are usually really awesome not only in how helpful they are with customer education but also ambiance. The energy and attitude that is inherent in a great brand ambassador takes your salesfloor up a level to an interactive experience for shoppers. Keeping a full schedule of brand ambassador pop-ups is a great practice, but especially for education beats like on 710.
Take the time to schedule out brand ambassadors for the whole day on 710 to keep your salesfloor engaged and excited about extracts. And while you’re at it, schedule some recurring pop-ups with brands that you love as well. It’s just a good idea all around.
If you’re curious about brand ambassadors, pop-ups, and anything that has to do with the art of brand ambassador marketing, we literally wrote the (e-)book on it. Check out our e-book, The MJ Platform Guide to In-Store Cannabis Pop-Ups right here.
Flap Your Social Butterfly Wings
Social media is not kind to cannabis, straight up. Nothing is going to change until we see nationwide reform, so for now we’re at the mercy of the algorithm. All that aside, use social when you can to create content that makes people trust you and want to shop with you. This can also be a partnered brand beat where you talk to your brand partners and ask for really great product shots. Gorgeous globs of extract or stylized lineups of vapes are aesthetically pleasing and exciting to see. There are some key regulations though, like not showing consumption to ensure your account doesn’t get flagged. We have a handy dandy guide to social media compliance for cannabis right here. You might want to bookmark that one.
Be sure to tag your partners and remind people that there’s some great #710 events at your store. You cannot discuss pricing, sales, or imply the sale of product, but you can invite customers to something fun happening at your location. It’s a delicate dance, but it can pay off.
710 can be a struggle, especially if you are anticipating sales to rival a healthy Fourth of July weekend. While it can be slower, it doesn’t have to be a slump. Keep following the MJ Platform blog for more creative ways to drive sales in your dispensary.
