While April 20 is known internationally as a day to celebrate everything cannabis with parties, sales and other events, a lesser-known cannabis holiday is emerging as an opportunity to educate consumers about products beyond flower. 

This Friday, July 10, is known as 7/10 Day or OIL Day, and has become an industry holiday to honor cannabis concentrates like shatter and rosin. (710, when flipped 180 degrees, spells OIL.) 7/10 or OIL Day does not have the awareness or huge number of sales of 4/20, but concentrate producers and sellers still prepare weeks in advance.