710 Archives - Green Market Report

Debra BorchardtJuly 21, 2021
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7min13090

July 10 or Dab Day is turning into a dud day. It’s also called “oil” day and the idea is that 710 upside down spells oil. It’s supposed to be a day that celebrates vaping and consuming oil or concentrate cannabis products. No one is sure where or how the holiday got started or how it went from Oil Day to Dab Day. Still, dispensaries and brands have been game to throw a Dab Day party, but the consumers seem less than impressed.

Headset Sees Decrease

Headset provided Green Market Report with data from this year’s 710 sales and cannabis sales actually decreased. Concentrate sales did increase and were the only category to do so. All data for the US is from CA, CO, NV, OR, PA, and WA and all data for Canada is from AB, BC, and SK

Total Sales Growth

On Dab Day 2021 (7/10/21) total US cannabis sales decreased by -10.4% over an average of the previous four Saturdays. Canadian cannabis markets also saw a decrease in sales of -2.6% over the same time frame.

Category Sales Growth

In the U.S., concentrates sales increased by 24.1% and were the only category that enjoyed positive growth. “Vapor pens, which we’ve seen also get a little lift from ‘Dab Day’ in the past, decreased in sales by – 13.5%. Unlike the US, ‘Dab Day’ was not as successful in Canada; Concentrate sales decreased by -5.1%. Vapor Pens also didn’t see a lift during Dab Day within Canada, with a sales decrease of -2.0%.”

Concentrate Segment Growth

In the US on Dab Day 2021, Rosin products had the strongest growth, increasing in sales by 213% over the previous four Saturdays. Crystalline / THCA / CBDA (+75.3%) was the next most successful segment.

Dab Day Discounts

There was certainly a concerted effort to get consumers on board with celebrating. Dispensaries and brands were running promotions like crazy. According to Headset, “Dab Day was a fantastic day for American Concentrate fans to stock up on products this year. In the US the average discount on Concentrates grew by a whopping 52%, rising from 14.6% during the previous four weeks to 22.3% on 7/10/2021.

Eaze Data Confirms Dud Day

Cannabis delivery company Eaze data also confirmed that sales fell this July 10 versus last year’s July 10. Considering the country was mostly in lockdowns at this time last year, that’s a real rejection of the Dab Day party.

Chart provided by Eaze

Dud Day

There are many reasons why Dab Day just isn’t resonating with consumers.

First, it falls too soon after the Fourth of July. Cannabis sales for the fourth are typically pretty high and consumers likely have no need to make more purchases. Headset reported that this year on the 4th of July, total cannabis sales in California, Colorado, Nevada, Oregon, Pennsylvania, and Washington increased by +8% during 7/1- 7/4 compared to the previous four weeks. “Pennsylvania and California markets saw the largest increase with +12% growth, while Nevada’s market shrank -5.4% over the holiday weekend. All cannabis categories grew in sales compared to the previous four weeks, and Tinctures were the most successful cannabis products with +23.6% growth. Edibles (+16.4%) and Beverages (+14.5%) also saw significant growth. Within the Edibles category, the ‘Cookies’ segment performed particularly well with +19.4% sales growth.”

By referring to it as Dab Day versus oil day, the vape category tends to get cut out of the picture. That would explain why concentrate sales got a boost, but vape sales fell.

It feels like a made-up holiday and that lack of authenticity doesn’t sit well with cannabis consumers.

Cannabis marketing firm Wick & Mortar’s CEO Jared Mirsky said, “Honestly I think the entire idea behind 710, which is oil flipped upside down, is kinda ridiculous and only makes the industry look unprofessional. We have to be more clever than this moving forward if we are going to make larger strides towards destigmatizing cannabis for everyone else who has yet to become a brand’s loyal consumer. Don’t get me wrong, I am a heavy consumer and take dabs daily, but not for one second do I take 7/10 seriously as I believe many others don’t either and only comes off now as a sales tactic.”

In Closing

It’s unlikely that 710 will fade away. The industry is built on the back of partying and any excuse to consume is a good one. Still, the hoopla could end up dying down as dispensaries and brands learn that it isn’t paying off. Maybe Mirsky is right, the industry could get more creative, and if it wants to create a special holiday akin to 420, it should pick a date further from an established holiday.


Debra BorchardtJuly 9, 2021
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7min13680

July 7 or Dab Day is keeping the summer party going at dispensaries. The holiday celebrates the idea that 710 looks like “oil” spelled backward or upsidedown. Admittedly, it’s a stretch but hey cannabis consumers are entitled to party whenever they want. Even with the pandemic last year, sales still increased for these products.

710 Data

Headset reported that on Dab Day 2020 (7/10/20) total US cannabis sales increased by 5.0% over an average of the previous four Fridays. Canadian cannabis markets saw a larger sales increase with 10.3% growth over the same time frame. Both US and Canadian cannabis customers made sure ‘Dab Day’ lived up to its name in 2020. In both countries, concentrates had by far the strongest single-day sales growth of all product categories. In comparison to the previous four Fridays, Canadian concentrate sales increased by 40.6%, with Pre-Rolls (+11.5%), Edibles (+10.9%), Vapor Pens (+10.1%) also seeing some positive growth. Concentrate sales increased by 48.6% in the US, with Vapor Pens (+8.0%) as the only other category enjoying positive growth. Headset said that all data for the US is from CA, CO, MA, MI, NV, OR, PA, and WA unless otherwise noted. All data for Canada is from AB, BC, ON (private only), and SK.

In the US, rosin products had the strongest growth, increasing in sales by 115% over the previous four Fridays. Badder / Budder (+70%) and Live Resin (+60%) were the next most successful segments. In Canada, the top three performing Concentrate segments were: Hash (+86%), Shatter (+49%), and Live Resin (+38%). 

Leaflink also tracked sales in 2020 for Dab Day. Sales through LeafLink increased by 5% during the month leading up to 7.10. Despite oil being the celebrated product, flower was the most popular product category during the month leading up to 7.10 – during this time, flower products made up 33% of LeafLink’s market share. However, pre-rolls experienced the biggest lift – during the month leading up to 7.10, this product category saw a 12% bump in orders through LeafLink. Interestingly, it looked like many decided to celebrate Day Day by buying pre-rolls with a little dab flavor.

710 Discounts

Retailers are never one to miss a holiday and offer a bargain to get shoppers into the doors. Headset reported that Dab Day was a fantastic day for American concentrate fans to stock up on products. In the US (CA, CO, NV, OR, PA, WA) the average discount on concentrates grew by a whopping 60%, rising from 12.0% during the previous four weeks to 19.2% on 7/10/2020.

To kick off Dab Day, also known as Oil Day, One Plant Florida is hosting patient appreciation events outside of its eight retail locations. Celebrated annually throughout the cannabis industry on July 10, Dab Day received its name because the number 710 upside down spells OIL. On Saturday, July 10, attendees can enjoy delicious bites from a local food truck, live music, and an array of different vendors at One Plant’s locations in Avon Park, Bonita Springs, Boynton Beach, Fern Park, Jacksonville Beach, Ocala, Port St. Lucie and St. Petersburg, Florida.

710 Products

As the popularity of concentrate consumption increases, so has demand for new, sophisticated products created to consume concentrates. here are a few to check out:

G Pen Roam
The G Pen Roam seamlessly combines sleek design with advanced technology while still preserving the experience of traditional dabbing. Optimized to the user’s preference, the Roam heats up within seconds to 600 – 800 degrees Fahrenheit. It delivers the best flavor with a full quartz tank, and its custom temperature settings melt all forms of concentrate material to perfection. Engineered for ultimate ease of use and portability, the glass hydro-tube with removable silicone mouthpiece is enclosed in a durable aluminum housing and is magnetically connected to the rechargeable 1300MAH lithium-ion battery.

 

G Pen Connect
A revolutionary alternative to conventional concentrate consumption, the G Pen Connect elevates and simplifies the process through cutting-edge technology and modern design, delivering high-density, quality vapor production without the hassle of a torch and exposed nail. G Pen teamed up with Cypress Hill’s B Real to introduce Dr. Greenthumb’s x G Pen Connect

Higher Standards Heavy Duty Mini Beaker
In addition to a removable Glass Bowl, this dual-use water pipe is equipped with a 45-Degree Quartz Banger, a Carb Cap, and a Large Tool to accommodate concentrate consumption.


Anne-Marie FischerJuly 10, 2019
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5min27791

Extractors get their own holiday every year. July 10, also known as 7/10 has been fondly named “Dab Day” within the cannabis community. Spelling “OIL” when flipped upside-down, 7/10 is the day when cannabis concentrates and extracts are celebrated, and sales data is showing that cannabis consumers are eagerly participating in the celebration.

“While 4/20 is the celebration of the cannabis plant itself and the many victories won against prohibition it also serves as a rallying point for the ongoing struggle to fight and end prohibition. On the other hand, to me, 7/10 symbolizes a kind of cannabis renaissance brought about by the widespread use and understanding of cannabis OIL,” said Troy Ivan, CEO of ExtractCraft. “Cannabis oil is the base of all concentrates used in vape cartridges, wax, shatter, edibles, tinctures, and topicals to treat and bring relief to those suffering from a wide variety of serious ailments. The OIL represented by 710 is the source of healing from the plant and is why we named our first product the Source. It is so fundamental to what ExtractCraft does you might notice the clock in the background of our videos is ALWAYS stopped on 7:10.”

Green Market Report obtained data from both Flowhub and Headset demonstrating that consumers are happily opening their wallets on 7/10, making major dents in weekly and monthly sales. Here’s what we found out:

Flowhub tracked sales data for Tuesday, July 10, 2018, across Alaska, California, Colorado, and Oregon markets. They found that on this day, concentrate sales increased 28%, and transactions increased 23% more than the average Tuesday. Overall sales increased 18%, with transactions increasing 13% and the average sale amount increasing 7%.

“Traditional flower is the most widely known form of cannabis, but demand for cannabis concentrates is rapidly growing in regulated markets due to being a more efficient and combustion-less way to consume. Patients who need a higher dose of cannabinoids or those who are looking for a cleaner and more consistent method can all benefit from trying concentrates,” said Jeffrey M. Zucker, President of Dip Devices. “Dip Devices aims to normalize the use of these concentrates by making the consumption methods more accessible and less intimidating. We believe concentrates can offer significant benefits to the cannabis consuming population, many of whom are intimidated by “dabbing,” as concentrate consumption is often called. Having a day (7/10) dedicated to celebrating concentrates specifically brings it even further into the mainstream and lets people see that it can be enjoyed by anyone, not just the heaviest users.”

What kinds of concentrates and extracts are people buying on 7/10 in these states? Shatter sales reign supreme at 42.4%, with cartridges following at 21%, and wax at 17.5%, with unspecified products and live resin making up the consumer’s basket profile.

“When consumers started migrating from smoking flower to vaping concentrates, we saw an opportunity to create a line of precision-effect cannabis products,” said Charles Jones, CEO of LucidMood. “By extracting only a portion of the cannabinoids and terpenes found in the plant, we would be able to dial in very specific mood states – including ones that would appeal to boomers that are coming to cannabis for the first time or returning to it after an extended break. LucidMood can be a great starting point for newbies as well as a great go-to for more experienced users who appreciate the subtleties of our formulations and the quality of our ingredients. 4/20 has come a long way in recent years and though it may not be as widely celebrated now, I think 7/10 deserves continued attention.”


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4min27380

Move over, 4/20, there’s a new cannabis “holiday” to be celebrated. July 10, also known as 7/10 has been fondly named “Dab Day” within the cannabis community. Spelling “OIL” when flipped upside-down, 7/10 is the day when cannabis concentrates and extracts are celebrated, and sales data is showing that cannabis consumers are eagerly participating in the celebration.

Green Market Report obtained data from both Flowhub and Headset demonstrating that consumers are happily opening their wallets on 7/10, making major dents in weekly and monthly sales. Here’s what we found out:

Flowhub tracked sales data for Tuesday, July 10, 2018, across Alaska, California, Colorado, and Oregon markets. They found that on this day, concentrate sales increased 28%, and transactions increased 23% more than the average Tuesday. Overall sales increased 18%, with transactions increasing 13% and the average sale amount increasing 7%.

What kinds of concentrates and extracts are people buying on 7/10 in these states? Shatter sales reign supreme at 42.4%, with cartridges following at 21%, and wax at 17.5%, with unspecified products and live resin making up the consumer’s basket profile. 

 

Still, according to Flowhub, 7/10 in 2018 didn’t come close to 4/20 of that year, with 4/20 beating 7/10 sales by 64%. Overall, with 7/10 concentrates and extract sales increasing, and the awareness of the holiday building, people are buying more concentrate cartridges, with this market seeing a 94% increase in sales since 2016.

Similarly, Headset compared the average sales data from the 4 previous Tuesdays to July 10, 2018, across the Washington, California, Nevada, and Colorado markets. 

Headset found that total cannabis sales in these states went up 10% on Dab Day in 2018, with concentrates (up 49%) and vape pens (up 36%) driving sales for that day. While flower sales remained relatively unchanged, people were buying more beverages (up 24%) and capsules (up 36%).

Washington saw the biggest sales increase of concentrates, up 100%, while Colorado trailed behind at an increase of 78%. These states also saw the highest sales increases for vape pens, up 45% in Washington, and 57% in Colorado. Headset speculates that this is likely due to these markets being the most mature recreational markets, with Dab Day making a greater permeation in the cannabis culture of these states. 

In these states, Live Resin reigned supreme, taking 30% of sales, while wax and shatter both saw a 23% increase in sales. Headset expects the numbers to increase for this 7/10/19.

With the popularity of 7/10 and cannabis concentrates rising, Green Market Report expects that we’ll see unprecedented sales for these products in all recreational markets.

Happy 7/10!

 


Debra BorchardtJuly 10, 2018
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10min43600

Happy July 10. 710 is a thing for cannabis consumers. If you don’t know what that is, it’s okay. We’re here to help you learn. July 10 is or 710 is becoming a big sales promotion day and is growing in popularity. Cannabis consumers are always happy to find a new reason to celebrate and since 420 has been adopted by even non-cannabis consumers, 710 or Dab Day is the latest insider holiday.

If you turn the numbers upside down, it loosely resembles the word “OIL.” So, fans of cannabis oil as using that as an excuse to celebrate. Not convinced?

According to MJ Freeway, point-of-sale (POS) data from thousands of cannabis retailers across the U.S., Monday, July 10, 2017 sales were 15% higher than average Monday sales. The 15% increase can be wholly attributable to increased concentrate purchases. Concentrate category sales jumped 18% on July 10, 2017.  In the last three years, year-over-year 710 holiday sales growth has averaged 19%.

In addition to that, MJ Freeway predicts a sales spike of more than 25% today. Of course, these sales pale in comparison to 420 sales, but it is significant enough for dispensary owners to recognize it. Plus since 420 has been so heavily commercialized, it gives cannabis consumers a new secret handshake.

Cannabis oil can also be described as concentrates or extracts and has become one of the fastest growing categories for sales. It’s been well documented that flower sales have either stalled or declined as oil sales increased. MJ Freeway noted that the flower category share as a percent of total product sales has declined 14% since 2014. Comparably, edible category share growth is up 2% since 2014.

The company went on to say that on average, individual cannabis retail locations have experienced the following product sales growth since 2014:

  • Concentrate sales have grown 412%
  • Edibles have grown 272%
  • Flower sales have grown 149%

Flowhub Data

Cannabis data provider Flowhub has also picked up on this trend in sales growth. The seed-to-sale software company tracked a sample set of cannabis consumers on this holiday over the course of one year. They found that there was an 88% growth in concentrate sales when comparing 7/10/2016 against 7/10/2017 for the same sample set of customers. ($15,053.75 in 2016 and $121,802.14 in 2017). In comparison to an average Monday, sales of concentrates increased 34% on Dabs Day 2017, and in comparison to an average Tuesday, sales of concentrates increased 26% on Dabs Day 2017.

Promotions 

Cannabis oil companies aren’t missing the opportunity to use the holiday to promote their products. The Green Solution is offering up to two grams of NectarBee shatter, wax and pie crust concentrates for $24.95 each on July 10. If there isn’t a dispensary in your area, the online cannabis catalog on iheartjane.com currently has over 20,000+ cannabis products specific to the “extracts” category, which is the largest offering in the world.

If companies aren’t sure how to approach this holiday, MJ Freeway has created two retail guides:

 

 

 


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