710: The Cannabis Holiday Hallmark Missed
The Forgotten Holiday
While 4/20 may be the most well-known cannabis celebration, there’s another date that has become a favorite among concentrate enthusiasts – 7/10 or “Dab Day.” Although you’ll be hard pressed to find a Hallmark greeting card for it, this “holiday” is deeply cherished by devout cannabis connoisseurs.
The origins of this newer cannabis holiday stem from the cannabis concentrate community as a play on words – when you flip “710” upside down, it spells “OIL”, referring to cannabis concentrates and extracts. That’s right. At some point, someone, likely in an interpretive haze, flipped an old school Casio calculator upside down and was inspired to pronounce 7/10 as “Dab Day” – a nod to the dab rigs used to vaporize and inhale potent cannabis oils and concentrates.
While its origins may be tongue-in-cheek, 7/10 has gained serious traction as a celebration of the innovation and artistry of cannabis extracts. No longer just the domain of underground extract artists, concentrates have gone mainstream in a big way.
The Rise Of Cannabis Concentrates
Cannabis concentrates like oils, waxes, shatters and other extracts have exploded in popularity in recent years. Concentrate sales jumped from around $1.9 billion in 2020, to $2.4 billion in 2022, according to data from the cannabis analytics firm Brightfield Group. They project concentrate sales will reach $3.2 billion by the end of 2024 as the potent products continue gaining popularity.
“Concentrates in U.S. markets are becoming more destigmatized over time,” shared Roger Volodarsky, CEO and Founder of Puffco, a leading concentrate device brand. “If you go back 10 years, there was a lot of fear and concern over anything related to cannabis concentrates because few people understood them. These days however, most consumers are engaging with concentrates in some way—even if it’s just a pre-filled vape pen—largely because there are just more approachable options available now. And while Puffco prefers high quality, load-your-own consumption, we’re seeing a greater sense of familiarity between the general public and the world of cannabis concentrates.”
Vape Pens And Cartridges
The vape pen and cartridge segment, which is dominated by cannabis concentrate oils and distillates, grew a staggering 49% in 2023 across all legal U.S. markets. Vape pens now make up around 25% of total cannabis wholesale sales nationwide. Pre-filled cannabis vape cartridges were a $2.8 billion dollar market in the U.S. in 2023, up from $500 million in 2019 as more consumers opt for the convenience and potency of concentrates.
In California, the largest legal cannabis market, concentrates like live resin and sauce made up over a third (35%) of total cannabis sales in 2023, surpassing traditional flower for the first time. The demand for more potent, pure cannabis concentrate products is being driven heavily by younger consumers. Gen Z and Millennial consumers account for over 70% of all concentrate sales in legal U.S. markets.
Infused Pre-Rolls
The rise in infused pre-roll offerings has contributed to the accelerated growth in the cannabis concentrate market. Infused pre-rolls are made by combining cannabis concentrate with flower, resulting in a product with higher potency, stronger flavor, and an elevated price point.
According to data from Custom Cones USA, by Headset, from April 2024, concentrate-infused pre-rolls accounted for 46.3% of sales in the pre-roll sector, and saw 8.47 million units sold in one month. Additionally, sales dollars have doubled since April 2022, jumping from $58.5 million to $110.6 million by 2024.
“The most common thing customers are asking budtenders is what the highest potency products are, which has propelled the rise of infused pre-rolls across the industry. Right now, infused pre-rolls are the fastest growing segment and the top-selling pre-roll products, in fact, 9 of the top 10 pre-roll products on shelves are infused,” says Harrison Bard, CEO of Custom Cones USA.
As cannabis concentrates continue their rapid growth in popularity, the 7/10 “Dab Day” holiday celebrating these extracts is likely to keep expanding as well. Concentrates are redefining how cannabis is consumed across the country.
The Farmers Cup 710 Cannabis Competition
Not every cannabis community celebrates the esteemed 710 holiday, but San Diego, California, hosts an exclusive event for the occasion. The 710 Edition of the Farmers Cup Cannabis Competition is a concentrate contest deeply rooted in cannabis culture, showcasing various categories, including rosin, vapes, infused prerolls, live resin, personal use, licensed goods, and best packaging, among others.
Founded in 2016, the Farmers Cup initially partnered with the local farmer’s market to boost the visibility of small-scale cannabis cultivators and brands. In its early stages, the competition primarily featured Southern California products. Over time, the Farmers Cup has expanded to include offerings from across the state, including top-tier brands from Northern California.
Joshua Caruso, Founder of the Farmers Cup, explains, “Our primary goal has always been to give small farms, homegrows, and brands the chance to gain extensive exposure in the vast cannabis consumer market, which they might not have access to otherwise.”
https://youtube.com/shorts/Yl5i13jIAkQ?feature=share
Exploring Devices
I invited several members of the San Diego Farmers Cup team to share their insights and expertise in reviewing this year’s 710 products.
G PEN MICRO+
The G Pen Micro+ is a compact and versatile vape pen designed for both wax concentrates and 510 thread cartridges. Pretty cool, already.
It features a food-grade silicone mouthpiece, a Micro+ tank composed of a ceramic and quartz coil, and an 850mAh battery with USB-C fast charging. The vape …