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As summer heats up, cannabis retailers are looking for ways to turn seasonal events into sustained sales growth. While 4/20 has long been the industry’s retail anchor, Oil Day—celebrated on July 10th—offers a fresh opportunity to engage customers around concentrates, vapes, and other oil-based products. According to the team at Sweed, the industry’s leading retail management platform, the real potential of 7/10 lies in treating it as the start of a summer-long campaign, rather than a single-day event.
7/10: More Than Just a Day
“One of the biggest mistakes retailers make is thinking of 7/10 as a single-day sales event. In reality, it works better as a kickoff to a late-summer promotional arc,” a Sweed team member explains. Their data backs this up: August 2024 actually outperformed July 2024 in both net sales and unique buyers for oil-based products, suggesting that 7/10 sparks initial interest, but the real sales momentum builds later in the season.
Education Fuels Growth
While flash sales and price promotions are a common tactic, Sweed’s insights reveal that education is the true driver of growth in the concentrates category. “People are curious about dabs, rosin, and wax, but they need to know how to use them,” the team notes. Simple in-store signage, hands-on product demos, and budtender-led how-to sessions can help demystify these products and lower the barrier for new customers.
Vapes: A Multi-Week Opportunity
Vape products, in particular, have shown strong performance, capturing 20% of net sales and units sold in July 2024. However, the team points out that “timing is everything. Instead of treating them as a one-day promotion, structure your vape strategy as a multi-week campaign.” Early access deals around 7/10, followed by an “August Oil Fest,” can keep excitement high and drive sustained engagement.
Bundling for New Shoppers
For shoppers who are new to oil-based products, cross-category bundles are an effective way to encourage trial. Pairing a vape cartridge with flower or a terpene-enhancing accessory allows customers to experiment without feeling overwhelmed. As one Sweed expert puts it, “Bundles that pair a vape cartridge with flower or a terpene-enhancing accessory are a great way to help people try something new without risk.”
7/10 as a Springboard
Ultimately, the Sweed team believes that the dispensaries who will benefit most are those who see 7/10 as a beginning, not an end. “Dispensaries that treat 7/10 as a springboard, not a finish line, stand to benefit the most.” By investing in education, creative bundling, and sustained promotions, retailers can activate oil-curious shoppers, build new buying habits, and turn a niche holiday into a high-ROI retail season.
About Sweed:
Sweed is redefining cannabis retail management with its cohesive platform, seamlessly combining Point of Sale, eCommerce, and Marketing & Loyalty solutions. As the original enterprise-grade platform purpose-built for multi-location scalability, Sweed empowers retailers to efficiently manage sales, customer engagement, marketing, and inventory—all from one system. For more information, visit https://sweedpos.com.
