Should I care about 7/10?

Lorena Cupcake, voted “Chicago’s Best Budtender” has answered hundreds of questions from cannabis buyers and patients during her time as a budtender. And now they’re turning that experience into a monthly advice column, Ask a budget tender. Have a question for cupcake? Send your questions to askabudtender@weedmaps.com.

Dear cupcake,

I know 7/10, also known as OIL day, is the concentrate-consuming equivalent of 4/20, but are stoners actually celebrating 710? Maybe they don’t fill public parks with blob of steam like they did on April 20th. 2.0, but are they partying somewhere?

Dear 710 curious people,

Unlike 4/20, which has decades of lore, 7/10 is a relatively new addition to the pantheon of cannabis culture. I took my first dab over a decade ago, but I’ve only heard about 710 in the past few years. While it’s hard to pin down an exact origin story, most people agree that the 710 was modeled after the 420 and was chosen because of the mirrored resemblance of “710” to the word “OIL”.

Whether you call it butane hash oil, honey oil, or dabs, there’s no denying that concentrated cannabis oil is one of the fastest growing segments of the cannabis market. Although the specialized – and sometimes scary – equipment for making oils can turn beginners off of concentrates, those who dab regularly tend to be passionate about their relationship with the product.

In addition to the celebration of the special solidarity of die-hard dabbers with their buddies and bubble hash, July 10, similar to April 20, offers the opportunity to draw attention to an often overlooked and misunderstood product category. Cris Rivera, senior vice president of retail marketing and store development at Cresco Labs, based in Chicago, told Cannabis Business Times that the focus is on taking advantage of the holiday “to see if we can find people who still have not tried any concentrates but appear to be strong cannabis ”. Users should consider adding concentrates. “

How do people celebrate 7/10?

To see how real people celebrate 7/10 – or if they do at all – I wrote to some of my favorite cannabis content creators here in Chicago. Shay, who posts under the handle @southsideshankie, had already heard the old story about the date, which is similar to the word OIL. It’s just a lucky coincidence that it happens the day after her birthday.

Pure dabs come in all shapes and sizes – including a tiny, poured slice of “pizza”. (Source: Gina Coleman / Weedmaps)

“In the past few years I’ve celebrated [7/10]”I was in Colorado for my birthday and it’s got a lot of advertising there,” she said. “I took advantage of the sales by buying new jars and saving concentrates from the pharmacies.”

Jack, a budtender who posts his experiments with rosin under the name @ cannajack129, also treats himself to new glasses for the vacation. “Most of my 7/10 celebrations have involved buying new pieces and sharing with friends,” he said. “A few were bigger planned things like 710 cups. All celebrations include intense day-dabbing, different types and styles of concentrates, music, friends and good food. “

When the big day comes, he plans to hold it back. “This year I plan to have a number of different strains on hand and have a full day flower / bubble hash pressing sesh with friends. I have a personal rosin press and nothing is more satisfying than dabbing rosin fresh from the press. “

As event producers like Dab Day Productions and The Errl Cup (errl stands for oil) begin to announce 710-themed events, it is likely that 7/10/21 will be our last 4/20. will look similar: record sales but few public gatherings due to ongoing safety concerns.

I suggest taking some inspiration from Danksgiving, a holiday in November when grateful guests gather for a 420-friendly version of Friendsgiving. You don’t need exhibition halls, VIP passes, or security checkpoints to host a fun cannabis event; just some cannabutter in the mashed potatoes or a few joints for the dining table.

With this 7/10, the options are only limited by your imagination. I’ve come up with a few ideas to start with:

Will 7/10 ever be as big as 4/20?

Will the 7/10 story end as satisfactorily as dropping a hot bang on the table, or will it fizzle out? “I think it is possible that it will become a bigger thing,” speculated Jack. “In the course of legalization, I have noticed that more and more people are using concentrates. The stigma is reduced and the necessary equipment becomes less scary (e.g. Puffco Peak over blazer torches) so that the average consumer has more space to enjoy concentrates. ”

Enjoy dabs with the Puffco Peak. (Source: Gina Coleman / Weedmaps)

Shay seems more convinced. “I think 7/10 is going to be a bigger thing within the cannabis community as I see a large number of creators and consumers who are already dabbing,” she said. “I think it will definitely take more marketing / promotion to get the hype going and messaging across all of the legal cannabis markets.”

Despite the optimism, 7/10 faces many challenges. Concentrate sales growth was hit hard in 2019 as safety concerns related to counterfeit vape cartridges rose. People who smoke or vape occasionally may not have the tolerance required to truly enjoy dabs. High-quality, laboratory-tested extracts are difficult to source in areas with no legalized cannabis, while the quality of extraction technology and talent in newer markets still match the high standards set by industry leaders in California and Colorado.

The future of 710

When you look at the 4/20 trajectory, it’s easy to believe that a once obscure inside joke could become a household name for those in the know. After all, decades ago the Cannabis Cup was an underground event that only took place in Amsterdam. Shifts in attitudes and increased legal access have increased the size of the community that rests behind these cultural touchstones for cannabis.

Brands care about 7/10 like Hallmark cares about Valentine’s Day; it is another opportunity to market yourself to you. Many companies benefit when the date is like 04/20. is linked to breakthrough sales. Just like Green Wednesday and Green Friday, July 10th is an important day on the calendar for those of us who work in cannabis marketing.

However, it is also an opportunity for real people to connect with others who share their interests. While there still has room to grow before it reaches 4/20 in cultural significance, 7/10 plays the same role as cup competitions, infused dinner parties, and farmers markets: it gives us one more reason to meet.

Featured image by Gina Coleman / Weedmaps