710 is big business: How cannabis brands capitalize on concentrate culture

710 has emerged as one of the most commercially significant dates of the year in cannabis.

What began as a grassroots celebration of cannabis concentrates has evolved into a sophisticated marketing opportunity for operators at every level of the supply chain. For retailers, manufacturers, and wholesalers alike, July 10 represents a chance to activate new campaigns, build customer loyalty, and position their businesses around high-value, high-engagement categories.

While 710 was born out of concentrate culture, its impact has grown to benefit cannabis businesses in multiple ways.

It serves as a marketing milestone, a sales driver, and a brand awareness accelerator. Operators have come to recognize that, like 420, 710 provides a predictable annual window to engage consumers, move inventory, and generate excitement through strategic promotions and activations.

Rather than being confined to concentrate sales alone, 710 is increasingly treated as a thematic opportunity.

The holiday allows businesses to align messaging, product development, and retail execution around a central concept: oil. For vertically integrated brands, this means coordinating packaging, digital outreach, in-store displays, and staff training to focus on oil-related education and experiences. For retailers, 710 provides a framework for storytelling that extends beyond individual SKUs and into brand positioning.

Planning for 710 now often begins months in advance, with operators assessing how the holiday fits into broader campaign cycles, sales forecasts, and product release schedules. In many cases, the holiday functions as a soft midpoint for Q3, offering teams an internal deadline to finalize creative materials, launch new offerings, or realign priorities ahead of fall. The internal impact of 710 is often overlooked, but for many marketing and sales departments, the holiday has become an organizing principle that influences staffing, budget allocation, and cross-functional planning.

Beyond its value as a cultural or promotional event, 710 has become a strategic tool to introduce new products and drive interest in premium categories. Retailers often use the holiday to encourage consumer trial through bundling, discounts, or targeted education.

   

These targeted campaigns allow consumers to engage with premium products at a lower barrier to entry, helping retailers grow basket sizes while building loyalty. In-store education and staff-led activations provide context around extraction methods, form factors, and intended effects, making it easier for consumers to understand the value behind top-shelf options. In many cases, brands pair these offerings with accessories or merchandise, enhancing perceived value and positioning the holiday as more than just a transaction. It becomes an experience.

In particular, infused pre-rolls have gained traction as an accessible entry point into the concentrate space, offering a familiar format with elevated effects. According to data reported in 2024, infused pre-rolls now account for nearly half of all pre-roll sales nationally, with units sold doubling from 58.5 million to 110.6 million between April 2022 and April 2024.

For operators still building consumer trust and product literacy, or aiming to help potential consumers understand what differentiates their product, 710 serves as a platform for interactive education. Staff-led sessions, in-store signage, and digital campaigns often focus on explaining extraction methods, product types, and safe use practices. This educational approach reinforces the professionalism of the licensed market and creates a more informed, confident customer base.

For brands, 710 marks a defined placement for many to release limited runs of high-end SKUs such as solventless rosin or rare terpene blends to position themselves as innovators and prompt trade-up behavior from existing customers. And fom a business development standpoint, 710 also opens the door for new partnerships.

Retailers collaborate with manufacturers to co-brand limited runs or organize joint promotions. These collaborations not only drive traffic, they also provide data on consumer response to premium SKUs, helping inform future product development and wholesale buying decisions. For some retailers, 710 serves as a benchmark to evaluate category performance and adjust shelf strategy heading into the second half of the year.

As competition intensifies across categories, brands are increasingly differentiated by their ability to tell compelling stories and deliver consistent value. Participating in 710 is not just about driving sales. It is about signaling a commitment to innovation, quality, and consumer engagement. For brands built around extraction or vape technologies, owning the 710 conversation has become an essential component of long-term strategy.

In an industry often defined by volatility, cannabis operators benefit from moments that offer both consistency and upside. 710 delivers both. It is a predictable, repeatable opportunity to connect with consumers, test new offerings, and grow revenue. For operators willing to invest in thoughtful execution, it is more than a date on the calendar. It is a business asset.