Dab Day Archives - Green Market Report

Joanne CachaperoJuly 7, 2022
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8min1710

Canna-tech companies were busy over the long 4th of July weekend, analyzing sales data from their various platforms for what was expected to be one of the biggest weeks of the year for cannabis retailers. In Canada, the national holiday Canada Day is celebrated on July 1, with vendors hoping for a holiday spike in sales.

Last week canna-tech company Surfside predicted that the Thursday before the 4th of July, 2022, might be the busiest day of the summer in the U.S. Their analysis also indicated that Fridays in the summer have a magic of their own and consistently saw increased sales compared to other days of the week and Fridays during other times of the year.

Pregaming the 4th

According to data analyzed by canna-tech companies Akerna Corp. and Flowhub, the Friday before the 4th of July turned out to be the big day for retail sales in the U.S. 

Akerna (NASDAQ: KERN) said that according to their data, Friday, July 1,  became the second highest-grossing sales day for 2022, with USD $106.7 million in sales. Data from Akerna’s MJ Analytics platform indicated that compared to $89.6 million in sales on the same day in 2021, this year showed a 19.1 percent sales increase. Monday, July 4th, had lower sales, which was attributed to stores being closed for the holiday. 

Data from Flowhub’s platforms said sales on Friday, July 1, were up 15 percent compared to a regular Friday. The Saturday and Sunday before 4th of July saw a five percent increase each day, while the 4th of July saw a scant two percent increase. Flowhub added that 33 percent of sales on their platforms for the holiday weekend included a discount. 

Delivery and distribution company Lantern said sales were strong before and throughout the weekend, with customers purchasing “flower, then edibles, and then vapes, (with) more customers than usual who bought drinks and pre-rolls.”

SpringBig, a company that develops customer loyalty program technology for cannabis vendors, said their platform saw a slight increase in overall sales, with $16.9 million this year, compared to $16.8 million for the same weekend last year. “The sales and loyalty redemptions numbers are almost identical between last year and this year,” they said.

Canadian Declines

Data company Headset saw declines in sales this year, specifically on Canada Day and July 4th.  

In Canada, on July 1, Headset noted an average decline in sales of 23 percent across all provinces, with Ontario experiencing the biggest drop at 29 percent. Across product categories on Canada Day, there was a decline in sales for typically popular items including “vapor pens (-27%), flower (-25%), oil (-22%), and concentrates (-19%).” The company did not have comment on what may have triggered sales to trend lower or if sales prior to Canada Day were elevated.

In the U.S., July 4th saw a 6.6 percent drop in sales, compared to the four previous Mondays. Across product categories, Headset data indicated, “Not all products fared the same with Pre-Rolls  actually seeing an increase in sales of +6% on July 4th while Topicals and Capsules (traditionally consumed in a more health and wellness setting) saw declines of -17% and -28% respectively.”

Dab Day Outlook

With medical and adult-use cannabis vendors now looking forward to July 10 – aka 7/10 or cannabis concentrate event Dab Day – it remains to be seen if the little-known cannabis holiday will grow in popularity. With looming global recession, worsening inflation and market mayhem in effect, consumers may be looking for bargains or more conservative with spending, though July typically sees higher overall sales than other months of the year.

In comparison, Headset shared insights for Dab Day 2021 with Green Market Report after last year’s holiday. Their data indicated that U.S. sales increased slightly, while 7/10 sales in Canada remained flat:

  • Total Sales Growth: On Dab Day 2021 (7/10/21) total US cannabis sales slightly increased by 3.3% over an average of the previous four Saturdays. Canadian cannabis markets experienced more or less flat sales over the same time frame with a decrease in daily sales of -0.7%.
  • Category Sales Growth: US cannabis customers showed up for ‘Dab Day’ 2021. Concentrate sales increased by 67.4%, and was the category with by far the highest sales growth on that day.  Vapor pens, which we’ve seen also get a little lift from ‘Dab Day’ in the past, increased in sales by 7.1%.  Unlike the US, ‘Dab Day’ was not as successful in Canada; concentrate sales increased by only 5.5%. 
  • 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. HTE (+153.4%) was the next most successful segment. 
  • Dab Day Discounts: 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 60%, rising from 16.0% during the previous four weeks to 25.6% on 7/10/2021.

Joanne CachaperoJune 29, 2022
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11min1450

If predicted trends prove to be true, this Thursday, June 30, may be the busiest cannabis retail sales day for summer 2022, as Americans in legal states get ready to celebrate the long 4th of July weekend. Cannabis consumers are likely to celebrate independence by indulging in their favorite flower and other products that enhance a day at the beach, backyard BBQ with friends, or summer vacation in some legal destination.

Canna-tech company Surfside Solutions’ recently released its first-ever Summer 2022 Ad Planner for cannabis retailers. According to Surfside’s data analysis, several important factors are aligning that may result in a busy July 4th weekend for dispensaries and retail shops. The report “analyzed millions of cannabis transactions across dispensaries and websites from May 2021 to September 2021 to help understand future trends.”

4th of July

July is the busiest summer month for cannabis retailers, Surfside said. The Thursday before the 4th of July was the single strongest retail cannabis sales day of the summer, and the Friday before 4th of July showed 57 percent greater sales than an average day in July. This year, with July 4th falling on a Monday, there seems little doubt that locals and travelers alike will take advantage of the long weekend. 

Fridays, from June through August, possess a power of their own with an average of 41 percent higher sales than Fridays during other times of the year. At either end of the summer season, the Friday before the long Memorial Day weekend averaged a 69 percent increase in retail sales, while Labor Day Friday showed a 65 percent more sales. 

Though time is short for advertising aimed at 4th of July customers, July 10th – also known as cannabis holiday Dab Day for concentrate enthusiasts – is on the following Sunday. For the uninitiated – when viewed upside down and backward, the date 7/10 spells “oil,” the most common form of concentrate. Though nowhere near the popularity of the 4/20 holiday in April, Surfside suggested that retailers send Dab Day advertising starting on July 5, with special offers on concentrate products. 

Cannabis data company Headset in early June released an analysis of concentrate sales data from California, Colorado, Washington, Nevada, Oregon and Michigan in the U.S., and the provinces of Alberta, Ontario, British Colombia, and Saskatchewan in Canada.

“Since our last [October 2021] report on concentrates, market share to this category has increased in Canada (up from 2.9%) and decreased in the U.S. (down from 9.5%). In Canada, concentrates are the third best-selling ‘Cannabis 2.0’ category behind vapor pens and edibles. In both countries they are the fifth highest revenue product format behind flower, pre-rolls, vapor pens, and edibles,” Headset said. The report also noted that Boomer consumers were least likely to purchase concentrates; various forms of concentrate were most popular with male Gen Z consumers.  

In Pennsylvania, patients will be able to purchase cannabis vape products after a mid-June ruling overturned a February recall and sales ban on more than 670 cannabis vape products, mandated by the state’s Department of Health. Health officials had cited the use of terpenes (botanical compounds that can be derived from cannabis and other plants, commonly used for flavorings or adaptogenic effects) in concentrate formulations as the cause for the ban. The injunction handed down by the Commonwealth Court allowed vape products back on shelves in Pennsylvania’s medical dispensaries; the state has not yet approved recreational sales. 

Beverages

A cannabis product category that has seen steadily increasing consumer interest – maybe, especially on long, lazy, hot summer days – are THC-infused adult beverages.

“Since the launch of beverages in Canada around January 2020, market share of this category has seen significant growth until reaching a peak of 2.1 percent of the total Canadian market in December of 2021. With a long history of beverages in the U.S., market share has experienced slower, more consistent growth in the U.S. over the same time period,” said Headset’s Cannabis Beverages: A look at Category Trends & Performance report.

Headset’s data indicated also that California leads the infused beverage market, and “by the end of 2021, California had doubled their product offerings to just over 530 distinct cannabis beverage products.” Canadian consumers purchased more carbonated beverages, though, while “drops, mixes, elixirs, and syrups,” made up more than 27 percent of American beverage category sales. 

Just in time for summer, artisan soda company Jones Soda recently released an infused offering, Mary Jones sodas formulated with 10mg of THC per bottle, in Berry Lemonade, Orange and Cream, Green Apple and Root Beer flavors. A 100mg THC-infused canned soda is coming soon, according to a company announcement, as well as a 1000mg “syrup” tincture that can be added to beverages. 

“Jones Soda is a legendary brand built from bold flavors and doing bold things,” said Bohb Blair, a chief brand officer at Mary Jones Cannabis Co. and chief marketing officer for Jones Soda Co. “Whether you’re a canna-newbie or a cannaseur, our sodas are the most exciting flavors in cannabis today, and our product roadmap will keep our fans delighted by what’s to come.” 

Award-winning, California-based Good Stuff Beverage Company has brought energy drink vibes to cannabis beverages with two-ounce, 100mg THC infused shots in sativa and indica strains. Twelve-ounce infused drinks come in sativa, indica and hybrid options, for energizing, calming, or euphoric effects. The line’s summery flavor blends include Honey Lemonade, Raspberry Lemonade, Key Limeade, and Strawberry Hibiscus. 

THC-infused beverage manufacturers may be on to something, as warm summer temperatures drive consumers to keep chill and hydrated. Wellness drinks infused with non-psychoactive ingredients derived from hemp, like CBD and terpenes, are already readily available from mainstream vendors including grocery chains and convenience stores and appeal to adults who want more options than plain water or soda, to avoid an alcohol hangover. 

Beverage alcohol research company IWSR released a report in January that indicated low- and no-alcohol beverage options are increasing in popularity with consumers. The report analyzed data on beverages infused with CBD and non-psychoactive plant compounds, but not THC-infused formulations. 

“The alcohol-adjacent category is emerging rapidly as more people become interested in moderation and avoiding the effects of alcohol,” IWSR researchers said. “Alcohol adjacencies offer mood-enhancing or functional benefits, many employing ingredients such as CBD, nootropics and adaptogens. These products focus on how their ingredients will make consumers feel, and are seen as an alternative way to enjoy traditional alcohol occasions – thereby appealing to health-conscious (and stressed-out) consumers.” 

Merchants should make note: Labor Day is not far off, on Monday, September 5, which will mark a long weekend and the unofficial end of summer. According to Surfside, it could also be the second strongest weekend for summer sales. 

By then, days will be getting shorter, and it’ll be time to start planning for winter holiday promotions and advertising campaigns.


Debra BorchardtJuly 21, 2021
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7min1380

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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7min1810

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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5min1081

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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4min1020

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 1, 2019
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4min920

Cannabis consumers love a good holiday and July brings two in quick succession. First, of course, is the Fourth of July. Cannabis software company Akerna Corp. (NASDAQ: KERN) said that it expects Americans will spend more on cannabis this Fourth of July than chicken for their BBQs.

According to Akerna, Fourth of July-week (June 28 – July 4) cannabis sales are expected to increase by 80% compared with an average week, ringing in approximately $450 million in total sales nationally. If this keeps up, Akerna said that by 2020 Americans could end up spending more money on cannabis than they would spend on wine for the Fourth of July.

While sales are expected to begin on the weekend before the holiday, increased sales are expected to continue throughout the week. Since the Fourth falls on a Thursday this year, Wednesday’s sales are forecast to be the busiest of the year.

Akerna released these retail sales figures that they compiled through a statistically relevant analysis of the cannabis retail market analyzing data tracked in MJ Platform across 20 states, Puerto Rico and Washington D.C.

July 4th by the numbers:

  • The order total on average will be $3.43 more than the average daily order total of $97.57.
  • Average basket count for 2019 is 2.64. 4thof July week will ring in an average basket count of 3.12.
  • Cartridge/Pens are expected to take a category share increase of 5%, as the second most popular category purchased June 28-July 4.
  • In states where flower is legal, flower will be the largest sales category with 40% of all sales for retailers.

“Utilizing the largest data set in the cannabis industry, we are able to provide a unique insight into market peaks and trends to anticipate and prepare for their busiest days,” said Jessica Billingsley, Akerna’s CEO. “Cannabis sales rival the sales of traditional holiday staples. It’s time to stop looking at this industry as niche or marginal. The growth of consumer adoption is explosive as the legalization of cannabis expands and Americans across all demographic segments are incorporating cannabis into their everyday lives.”

7/10

However, the fun doesn’t end with the Fourth of July. Just as 4/20 holds significance for cannabis consumers, there is the extracts holiday on July 7. 7/10 looks like OIL spelled backward. Some take it a step further and call it Happy Dab Day to celebrate the concentrate side of the market. There is a Dab Day celebration in Miami on July 13 this year sponsored by Trulieve.

Flowhub, the seed-to-sale software company tracked a sample set of cannabis consumers on this holiday over the course of one year, and the company found that in 2017, concentrate sales rose 88% versus 2016. In 2017, Dab Day sales increased 34% for that specific day of the week. The most popular type of concentrate is shatter (by a large margin), followed by wax, vape cartridges and live resin.

 


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