Dropping A Dime: Urban Wellness Takes Over Dime Day

While most stores scramble to invent daily deals that aren’t confusing and monthly promos that actually make sense, one brand cracked the code. DIME turned a promotion into a ritual, stripping the guesswork from retailers and building a cult following of customers who plan their month around it. For some, DIME Day isnt just a fun promo, it’s how they stretch their last $20 as far as it can possibly go.

This week, Urban Wellness took their swing at the formula with Blends. Same Dime style hardware, new oil, launched on the very day DIME usually owns.

Packaging & Hardware

The look is familiar, maybe too familiar. Blends comes in packaging that feels less curated and more copy-pasted—like a remix of artwork we’ve seen before (Iron Lung). The hardware itself mirrors DIME down to the silhouette, with the exceptions of the gold accents.

Formula & Flavor

On paper, Blends has intrigue. The oil is allegedly a half Disti, half live resin–infused terpene mix, aiming to bridge potency and taste. But the Grape Cake 2g AIO I tried came up short. The first hits weren’t smooth—they made my nose itch and even triggered sneezes. The flavor landed heavy with an aftertaste that overstayed its welcome. It wasn’t the balanced, dialed-in experience DIME delivers through years of R&D in California’s cutthroat market.

Outlook

Blends will sell in the short term. Curiosity will move units inside Urban Wellness stores. People will want to try it, see the flavors, test the hype. But in a head-to-head at the same price point, DIME still takes the crown. Not because it’s flawless, but because it knows exactly what it is.

For Urban Wellness, Blends is a swing worth taking. But will UW customers choose to jump ship, or stick to the devil they know and love?