Move over, 420. There’s a new cannabis holiday heating up the summer.
While April 20th has long been the high holiday for cannabis flower lovers, July 10th, aka 710 Day, is the official celebration of cannabis concentrates. The number 710, when flipped upside down, spells “OIL,” which has become synonymous with dabs, wax, shatter, live resin, and all things extract. For cannabis brands selling concentrates, vape cartridges, and infused oils, this date marks a golden opportunity to connect with consumers and drive sales.
At Spokes Digital, we specialize in crafting data-driven, compliant, and impactful marketing strategies for cannabis brands. And as this budding industry matures, understanding how to leverage cultural moments like 710 is key to staying competitive and profitable.
In this blog, we’ll break down everything cannabis businesses need to know about 710 Day and how to turn up the heat on your marketing efforts with expert help from Spokes Digital.
What Is 710 Day and Why Does It Matter?
You’ve heard of 4:20 PM. Now meet its younger, oilier cousin, 710 Day, celebrated every July 10th.
While the origins of 420 are steeped in legend, 710 is more of a modern invention born from the rise of cannabis extracts. As concentrates became more popular in the 2010s, so did the date 7/10 among dab enthusiasts. The name caught on, and soon retailers began running promotions, organizing events, and creating content to celebrate the day.
Why 710 matters:
- The numbers don’t lie: The concentrates market is growing rapidly, especially with the rise of live resin, rosin, and other solventless products.
- Consumer demand: More consumers are turning to dabs and vapes for faster effects, higher potency, and cleaner highs.
- Brand differentiation: 710 gives extract-focused brands a spotlight moment, especially outside of the crowded 420 marketing season.
Who Celebrates 710? Understanding Your Audience
Knowing who you’re marketing to on 710 Day is just as important as the message itself. The typical 710 consumer is more experienced, informed, and product-savvy than the average cannabis customer. These are the dabbers, the terp-chasers, and the connoisseurs.
Key customer traits:
- Experience: Many 710 consumers are long-time users seeking high-potency effects.
- Curiosity: They’re looking for the next innovation in concentrates from live resin vapes to cold-cured rosin.
- Preference for quality: This isn’t a budget buyer crowd they want clean, flavorful, lab-tested extracts.
For cannabis brands, this means your 710 marketing should focus on education, transparency, and quality. And that’s where Spokes Digital can help you shine.
How to Plan a 710 Marketing Campaign (Without Getting Burned)
Whether you’re a concentrate producer, vape manufacturer, or full-service dispensary, a well-executed 710 campaign can drive serious traffic both in-store and online.
1. Build the Buzz Early
Don’t wait until July 9th to start marketing. Successful 710 campaigns begin at least 2–3 weeks in advance. Use email marketing, organic social, and even SMS to warm up your audience.
Pro Tip from Spokes Digital:
We use AI-powered segmentation and behavior tracking to retarget concentrate customers with pre-710 deals and content that feels personal, not pushy.
2. Create Limited-Time Promotions
Consumers love urgency, and nothing sparks action like a limited-time deal. Think BOGO offers, 20% off all vapes, or 710-themed product bundles.
- Name your deal creatively: “Dab Day Deals,” “High Potency Hour,” “OIL Day Drops”
- Use timers on landing pages to emphasize urgency
- Promote early access for loyalty members
3. Host In-Store & Virtual Events
Events are great brand-builders. Try in-store demos, tastings (where legal), or even live-stream Q&As with your extract experts.
Spokes Tip: We help brands promote events through localized SEO, Google My Business optimization, and geo-targeted social ads.
4. Run Compliant Paid Campaigns
Here’s the tricky part: paid advertising in cannabis is still heavily restricted. But it’s not impossible. At Spokes Digital, we specialize in navigating ad compliance on platforms like Google, Meta, and programmatic DSPs.
On 710, we help brands:
- Run compliant search and display ads
- Retarget existing customers
- Use workarounds like click-to-text, gated content, or age verification
Content Ideas for 710 That Actually Work
710 isn’t just about discounts, it’s also a content goldmine. Educational and entertaining content will help your brand stand out during this high-traffic period.
Here are some ideas:
- “What Is 710?” Blog Posts & Infographics
- Concentrate 101 Video Series
- Staff Picks: Best Dabs for 710
- Behind-the-Scenes: How Our Live Resin Is Made
- User-Generated Content Contest – encourage customers to share their 710 setups
Bonus: Educational content boosts SEO rankings. At Spokes Digital, we create optimized blog posts and landing pages that help cannabis brands dominate local and national search results even in a regulated landscape.
Mistakes to Avoid During Your 710 Marketing Push
Even veteran brands make missteps. Here are the most common and how Spokes Digital helps you avoid them:
Waiting Too Long to Start
Planning a campaign takes time from compliance reviews to asset creation. We build complete campaign calendars so you never miss a beat.
Non-Compliant Ads
Meta and Google have strict rules, and one misstep can get you banned. Our compliance experts ensure your ads stay live and drive results.
Weak Mobile Experience
Over 70% of cannabis customers shop or browse on mobile. Our design team ensures mobile-optimized landing pages convert like crazy.
Ignoring First-Party Data
Many brands forget to retarget customers who’ve already bought extracts. We use customer data platforms (CDPs) to reconnect and re-convert.
Spokes Digital: Your 710 Marketing Partner
At Spokes Digital, we’re not just marketers, we’re cannabis insiders. With years of experience helping dispensaries, extract brands, and e-commerce retailers, we know what works in this space and what doesn’t.
Here’s how we help cannabis brands win on 710 (and beyond):
- Data-Driven Strategy: From behavioral targeting to ROI modeling, we use real numbers to guide every move.
- Creative That Converts: Our team of cannabis-focused designers and copywriters creates thumb-stopping visuals and compliant messaging.
- Omni-Channel Approach: SEO, PPC, social, email, influencer, we unify all channels to create a cohesive, effective campaign.
- Cannabis Compliance: We navigate complex regulations and platform restrictions, so your ads run smoothly without legal headaches.
Let’s Make 710 Your Best Day Yet
710 is more than just a date; it’s a strategic marketing moment tailor-made for cannabis concentrate brands. Whether you’re looking to sell more vapes, educate your audience, or dominate your local market, Spokes Digital has the tools and expertise to get you there. Let’s build a campaign that not only celebrates OIL Day but also elevates your brand far beyond it.
Ready to turn up the heat this 710?
Contact Spokes Digital today and let’s create a campaign worth dabbing over.
