Green Wednesday has emerged as the cannabis industry’s version of Black Friday, with dispensaries across the country offering substantial discounts on products like pre-rolls, gummies, and vapes. This shopping event, which takes place the day before Thanksgiving, has become the second-highest sales day for cannabis, second only to April 20 (4/20). The rise in sales is attributed to the availability of significant discounts and a growing trend of Americans shifting from alcohol to cannabis for social enjoyment.
According to the Oregon-based e-commerce platform Dutchie, which operates thousands of dispensaries, average sales on Green Wednesday last year increased by 91% compared to a typical Wednesday. The average basket value per shopper rose by 9% to over $70, with New York dispensaries reporting even higher figures, with medical baskets reaching more than $106. This surge has prompted industry leaders to refer to Green Wednesday as a ‘pre-holiday pilgrimage for weed lovers,’ highlighting its importance in the cannabis calendar.
The trend of swapping alcohol for cannabis is further supported by research, with studies indicating that more Americans are turning to cannabis as a social alternative. According to a press release from Dutchie’s chief revenue officer, Spencer Scott, ‘Green Wednesday is quickly becoming a premier cannabis holiday and a vital day of business for cannabis dispensaries.’ As the trend continues to grow, the holiday is expected to play an even larger role in the cannabis market, particularly as more Americans opt for cannabis over traditional alcoholic beverages.
While the commercial success of Green Wednesday is undeniable, there are also growing concerns about the health implications of increased cannabis use, particularly among those who rely on it to manage stress or trauma. Researchers have warned that using cannabis for these purposes may backfire, potentially exacerbating issues like anxiety, paranoia, and even depression. Some studies have also linked cannabis use to an increased risk of cardiovascular events, such as heart attacks and strokes. These health concerns underscore the need for greater public awareness and informed decision-making regarding cannabis use, especially as its popularity continues to rise during the holiday season.