4 Ways Dispensaries & Brands Can Sell More Concentrates on 710 and Beyond

Learn how dispensaries and brands can attract new customers to the concentrate category to sell more on Dab Day and all year long.

Cannabis consumers are curious about concentrates, and not just because Dab Day is right around the corner. Mintel noted significant increases in overall concentrate usage between 2023 and 2024,¹ and Globe Newswire reported that the “Global cannabis concentrate market is poised for significant expansion, with revenue expected to rise from US$1.6 Bn in 2022 to an impressive US$2.4 Bn by 2030.”²

These numbers indicate category resilience, and also that consumers are increasingly interested in sophisticated cannabis products. Instead of focusing on THC percentages, consumers today want to explore the full spectrum of cannabis aromas and effects. With the diversity of products (live resin, crumble, shatter, sauce, etc.) and potencies within the category, today’s concentrates are well-suited to meet these nuanced demands. 

Does that mean you can sit back and let the concentrate sales roll in on 710? Not necessarily. While current concentrate customers are likely gearing up for the holiday, others still feel intimidated or struggle with misinformation. Dispensaries and brands with the right strategy, however, can use this as an opportunity to attract new customers to the category.

Read on and discover how to sell more concentrates on Dab Day AND throughout the year.

1. Demystify Cannabis Concentrates and Build Customer Trust

Consumers are curious about concentrates, however, misinformation and confusion can still deter both non-users and current cannabis users who have never tried them. 

A lack of concentrate knowledge makes some hesitant to explore them, some consumers may unknowingly already be enjoying concentrates since many products incorporate them (vapes, infused pre-rolls, etc.), and others may question product safety. Plus, a 2024 Mintel report even found that 33% of surveyed respondents said shopping at dispensaries was confusing and 26% were embarrassed to be seen at dispensaries.³

That’s promoting welcoming retail environments that emphasize customer education is key. 

Mintel explains that promoting education, addressing common concerns, and highlighting positive consumer experiences are strategies most likely to reduce misinformation and stigma while connecting with the undecided and canna-curious segments. Plus, clearing up misinformation builds trust and gives new customers the confidence to explore concentrates for the first time. 

For brands, providing product details to retailers will make it easier for them to educate consumers about your products. For dispensaries, educating customers about concentrates and extracts might mean reviewing dosing guidance, explaining HOW to use products, ingredient transparency, onset of effects, etc. None of this is possible, however, without educated budtenders.

2. Educated Budtenders Sell More and Promote Customer Loyalty

For brands, educated budtenders become brand advocates who clearly understand how products work, who they’re intended for, and how to have the best experiences with them. For dispensaries, educated budtenders are more capable of building customer relationships that lead to long-term loyalty. Considering the confusion that often surrounds concentrates, it’s in the best interest of both brands and dispensaries to educate budtenders.

Even regular cannabis users may have questions about new concentrates, and budtenders are often the first “professional” that new users can ask about cannabis. Sometimes, answering questions is simple. For example, budtenders should be able to give an example from each product type when customers ask about their favorite products. Other questions require nuanced responses that must be tailored to the individual. 

Whatever the case, equipping budtenders with detailed product information, the latest cannabis science, and industry news makes it more likely for them to:

1. Answer (and ASK) customer questions to clear up confusion and grow their understanding of cannabis and cannabis concentrates.

2. Accurately recommend concentrates that suit a customer's needs and preferences.

3. Develop relationships with customers that build trust and promote long-term loyalty and value for both brands AND dispensaries. 

The interactions between budtenders and customers can be complex, but a great budtender relies on their extensive knowledge to help customers purchase the right products. For example, a shopper may not consider purchasing a concentrate at all, but a budtender could identify concentrates as ideal for their preferences.

Budtender: If you like the effects of that pre-roll but want something stronger, you should consider trying an infused pre-roll. It uses a concentrate for added potency, and we’re running a BOGO special on them for Dab Day.

In this instance, the budtender knew enough about their products and the customer’s preferences to know they would enjoy the infused pre-roll. Making this recommendation not only opens the door for that customer to explore concentrates, but it also builds trust while increasing basket size. 

Top 5 FAQs Budtenders Should Be Able to Answer

3. Grow Customer Confidence with Product Demonstrations 

A 2024 Mintel survey found that 79% of surveyed respondents, “would be interested in visiting dispensaries with experiential aspects.”³ This could take many forms, but product demonstrations are particularly beneficial for dispensaries that wish to increase concentrate sales. Even when products seem straightforward, helping customers understand HOW to use products will make them more likely to have a positive experience.

Something like an infused pre-roll may seem like a no-brainer, but it’s not really about how “easy” it is to use. Product demonstrations give customers the confidence to purchase that product and correctly use it once they’re outside the dispensary. Plus, if customers are intimidated by concentrates, events like these are an opportunity to ease concerns and answer questions. Even long-time concentrate customers need explanations sometimes.

For example, when Dablicator™ pens first entered the market, they were intended to make dispensing oil easier and more efficient. However, consumers were slow to adopt them since they didn’t understand them. Once brands provided instructions and training materials, budtenders were able to educate customers and demonstrate how to use them. This made customers more confident purchasing Dablicator™ pens.

Product demonstrations are a practical way to help customers gain confidence with concentrates, but they’re not the only dispensary events that can build hype.

4. In-Store Activations Excite Customers and Encourage Engagement

In-store activations, whether educational sessions about concentrates or collaborative events with brands, are valuable tools for dispensaries looking to increase concentrate sales on Dab Day and beyond. 

First, they can foster genuine connections that engage customers. Mintel’s 2024 Cannabis Retail Positioning and Marketing report found that 71% of respondents feel a personal connection to their favorite dispensaries. Millennials and Gen Z shoppers in particular prefer dispensaries that provide personal connections that align with their interests. 

For example, 86% of Mintel’s surveyed respondents believe dispensaries should give back to the community and in-store events are a good opportunity to highlight any community involvement. Dispensaries can engage with local groups, partner with other local businesses, and highlight current efforts to show customers that they’re invested in the community.

Second, with strict advertising restrictions, events like these can generate interest for upcoming events like 710 so customers can plan ahead. Dispensaries can partner with brands and host events that are both social and educational to help customers better understand concentrates while getting them excited for upcoming holiday sales.

Brand partnerships can be particularly beneficial for these events. Some brands may choose to provide educational materials, free samples, and some may send a brand ambassador to directly engage with shoppers and answer questions. 

These events can take as many creative forms as you can think up. Dispensaries can partner with a local spa and host an event all about relaxation, invite local Mexican food trucks for an evening that celebrates Hispanic-owned cannabis brands, or even put on a speed-dating night in partnership with brands that offer products designed for socializing. 

At the end of the day, in-store activations create intrigue, leave a positive impression on customers, and get customers excited to try products.

Seed Talent | Grow Cannabis Dispensary Sales All Year Long

The path to a brighter cannabis future involves welcoming retail spaces and knowledgeable budtenders who help customers feel empowered to shop. This is particularly important for brands and dispensaries looking to increase concentrate sales.

One of the leading platforms for providing education to dispensaries and budtenders is Seed Talent. Join the hundreds of cannabis dispensaries already improving budtender performance, basket size, and overall revenue thanks to the training and incentives on the Seed Talent platform.

As an added bonus, Seed Talent provides FREE access to Abstrax Academy to provide science-backed professional development courses for anyone wanting to further their cannabis careers. 

Click the link below, join the Abstrax Academy community, AND test out Seed Talent’s basic offerings to discover if it’s the right platform for your brand or dispensary to work toward that bright cannabis future your customers deserve.

Join Abstrax Academy for FREE today!

1. O'Donnell, Fiona. (2024, September 09). Recreational Cannabis Consumer – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

2. Fairfield Consultancy Services OPC Pvt Ltd. (2024, April 18). Cannabis Concentrate Market to Cross US$2.4 Billion by 2030 Amid Rising Medical and Recreational Demand. GlobeNewswire News Room. https://www.globenewswire.com/news-release/2024/04/18/2865574/0/en/Cannabis-Concentrate-Market-to-Cross-US-2-4-Billion-by-2030-amid-Rising-Medical-and-Recreational-Demand.html 

3. DiGirolamo, Vince. (2024, December 31). Cannabis Retail: Positioning and Marketing – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

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