You still have time to win 710
710 is this Friday, and dispensary operators who have not set up a 710 promotion yet are not late. Everything below can be built before Friday, scheduled in advance, and left to run itself on the day. This is the whole campaign: the deals, the margin math behind them, the messages ready to paste, and the day-of runbook. Steal all of it.
710 is oil, not just dabs
Flip 710 upside down and it reads OIL. July 10 grew out of dab culture as the holiday for cannabis oil, and oil covers more of your menu than most 710 promos give it credit for. It is not just shatter and rosin. It is every oil-derived product on your menu: concentrates, vape cartridges and disposables, and infused pre-rolls. For most dispensaries, vapes alone are a bigger revenue line than dabs. Scope your 710 to concentrates only and you quietly exclude the largest oil-buying audience in your customer base.
Do not run 710 as a storewide sale. 710 belongs to oil customers, and they are the easiest audience in your database to find: they are defined by what they already buy. A storewide discount spreads your margin across every customer in the building, including the ones who came for flower and would have paid full price. A targeted campaign spends that same margin only where it changes behavior. Everything below follows from that.
Model your 710 upside
This models the whole play: the margin you protect by targeting instead of going storewide, plus the campaign revenue, new loyalty members, and Pay by Bank lift a good 710 creates. Adjust any input and everything recalculates live.
Illustrative model. Oil products = concentrates + vapes + infused pre-rolls. Prepaid impact uses approved Dutchie stats (31% higher AOV vs cash, 57% fewer cancellations on prepaid orders); everything else is your assumption.
Promo structure
Campaign and acquisition
Fine-tune the assumptions
Build it before Friday, then let it run
Build your 710 promotion before Friday
Audience and deals
Activate your audience
In Backoffice, Customers > Segments, activate the pre-built "Most commonly bought: Concentrates." Then build the full 710 audience: a custom segment with "has bought categories" set to your concentrate and vape categories in the past year. One condition covers dab customers and cart customers together, and if your infused pre-rolls live in their own category, add it to the list. Have extra time? Add the win-back layer: customers who bought oil in the past year but haven't purchased in the past six weeks.
▶ Watch: build your 710 segmentBuild the deals
Marketing > Discounts. Build two or three, not ten (see the deal cards below). Schedule each to start Friday at open and end at close, set the channels, and add a code like OIL710 that scans at the register and works in online checkout. Check your compliance settings and make sure the deal follows your state's rules.
Destination and messages
Build the landing page
E-Commerce admin, Collections in the left sidebar. Create a "710 Collection" of your deal products and best oil products across concentrates and vapes, by category, brand, or a 710 tag. Feature it in navigation; add a branded image. The Collection generates its own URL, and that URL goes in every message. Campaign traffic should land where every deal is already assembled, not on your homepage with homework attached. You can also schedule the Collection to appear Thursday night and disappear after Friday, so the 710 page takes itself down.
Schedule the sends
Marketing > Campaigns, scheduled against your oil segment. Send only to customers opted in to marketing, and adapt copy to your state's rules. Templates are ready to paste below. Every message links to the Collection.
710 oil deal templates
The hero
Buy two, get one on your deepest oil, filtered to those specific products so it cannot leak. If you carry house brands, the free third unit costs you wholesale, not retail. If you don't, line up vendor credits or co-op dollars on a partner's carts so the give is funded, not yours.
Best-stocked productsThe category play
A loyalty multiplier set to 2x points, filtered to the Concentrates and Vaporizers categories. Members earn the bonus automatically on qualifying purchases. If your categories are messy, tag every oil product "710" once and filter the deal by the tag: one rule, every oil product, done.
Buys a habitThe doorbuster (optional)
A flat price on one hero product. Use price-to-cost-plus-percent so the deal has a floor and can never dip below what you paid.
Has a floorFour things that quietly break 710 deals
Segment deals are invisible to logged-out shoppers
Discounts with customer conditions, including segment, group, first-time, and per-customer limits, only appear on your online menu for logged-in customers. If your 710 deal is segment-restricted, your campaign links should push login, not just the menu.
Order-type conditions don't sync
A deal conditioned on order type (pickup vs. delivery) will not appear on your online menu. If a deal needs to work online, don't condition it on order type.
Forgetting the end date
Schedule an end time, not just a start. Leave it off and your 710 pricing runs all weekend.
Collections access is feature-gated
The Collections tool depends on your E-Commerce plan and permissions. Confirm you can build one ahead of time, not on launch morning, and that your Embed URL is set in Settings > Store Info, or your collection links won't resolve.
Paste-ready 710 SMS and email templates
Keep them short. Every message links to your 710 Collection. Swap the bracketed tokens, and adapt to your state's advertising rules before sending.
The abbreviated, morning-of version
Skip the fine-tuning. Activate the pre-built concentrates segment (or take ten extra minutes to add your vape category). Build one buy-two-get-one on your deepest house-brand oil and a 2x points multiplier on the Concentrates and Vaporizers categories, both scheduled to end at close. Drop your best oil into a 710 Collection, and send one SMS to opted-in oil buyers with the link. You can still win the day.
710 is also a sign-up day
Everything above sells to the customers you already know. A big Friday is also your best day of the quarter to grow two lists that pay you back all year.
Turn the 2x offer into new members
Your 2x points offer means nothing to non-members, which makes it the perfect reason to join. Build one more segment: oil buyers where Is loyalty member is false. Give them their own message: join [Store name] rewards today and earn double points on everything 710. The signup path is short: at the register, from My Account in your online menu, or through your store's standalone loyalty signup link, which doubles as a QR code on your 710 signage and social posts.
Move first-timers off the ATM line
Make "pre-order and pay ahead" the lead suggestion in your Friday morning send, not a footnote. Pay by Bank prepaid orders see 57% fewer cancellations and run 31% larger than cash, and every customer who tries digital payment for the first time on 710 is one you just moved off the ATM line.
Then count it. Loyalty opt-in date, loyalty opt-in source, and Is Pay By Bank user are all segment attributes. On Monday you can measure exactly how many members and digital payers Friday created, and where they signed up.
The Friday runbook
Put the deals up front
Move your 710 Collection or a 710 carousel to the top of your online menu homepage, priority products in the first slots. Drag your deal items to the top of the Concentrates and Vaporizers category pages. Prime placement is where the engagement is.
The platform runs it
Deals fire on their own across every channel. Kiosks absorb the customers who know their order, driving 20% more orders per register per hour at peak, while budtenders take the conversations. Pay by Bank pre-orders arrive committed: prepaid orders see 57% fewer cancellations, and Pay by Bank orders average 31% more than cash. Voice AI answers every "what are your 710 deals?" call instantly. At the register, customer insights flag concentrate buyers, and Register Co-Pilot prompts the right add-on at the right moment.
Two quick checks
Restocks: when a sold-out cart or concentrate comes back, back-in-stock alerts go out automatically, and those alerts see a 50% open rate, because a customer waiting on a product is ready to buy. Then glance at what is moving and drag it higher on the menu.
Bank the asset
Abandoned-cart automation follows up with everyone who built a Friday cart and drifted. Your dashboard shows which sends drove orders, not clicks, because campaigns and transactions run on one platform. And everyone who bought oil products flowed into your purchase-based segments automatically. That list is yours all summer: a restock nudge in three weeks, early access to the next drop, a win-back in September.
Your 710 checklist
- Activate the Concentrates + Vaporizers oil segment, plus a non-member segment for signups.
- Build the buy-two-get-one and 2x points deals, filter them to your oil products, and schedule a start and an end time.
- Create your deal code, set the channels, and check the minimum price floor for compliance.
- Build the 710 Collection and drop its link into every message.
- Schedule sends to opted-in customers only, adapted to your state's rules.
- Friday before open: move your deal items to the top of the menu.
- Saturday: check abandoned-cart follow-ups and see which sends drove orders.
