“Green Wednesday” has emerged as the cannabis industry’s Black Friday, with dispensaries across the country offering major discounts on products like pre-rolls and gummies. This trend has solidified the day before Thanksgiving as the second-highest sales day of the year for cannabis, trailing only April 20 (4/20), driven by discounts and growing consumer trends. Despite potential health risks, the event has seen a surge in popularity, with reports indicating significant increases in average sales and basket sizes.
According to Dutchie, an Oregon-based e-commerce platform used by thousands of dispensaries, sales on Nov. 27, 2024 — the day before Thanksgiving last year — saw a 91% increase compared to a typical Wednesday, with average baskets reaching over $70. New York dispensaries reported even higher numbers, with medical baskets exceeding $106.
Spencer Scott, Dutchie’s chief revenue officer, highlighted the growing trend of Americans swapping alcohol for cannabis, predicting increased popularity for Green Wednesday. Catalyst Cannabis, a California-based dispensary with nearly 30 locations, viewed the event as a “pre-holiday pilgrimage for weed lovers,” allowing customers to stock up before family gatherings and travel.
While the event has gained traction, recent studies have raised concerns about the health implications of increased marijuana use, including heightened risks of paranoia, anxiety, and depression. Researchers also warned that cannabis could increase the risk of cardiovascular events, such as heart attacks and strokes, particularly with its rising potency.
As the trend continues, consumers are advised to exercise caution, including knowing their dose, staying hydrated, and keeping products safely stored. With the growing popularity of Green Wednesday, the cannabis industry continues to see significant financial and cultural impact, shaping consumer behavior and holiday traditions.