The Rise of Green Wednesday: How Cannabis Became a Thanksgiving Tradition
As the leaves turn, families gather, and the aroma of holiday feasts begins to fill the air, another trend quietly takes shape in the cannabis world: Green Wednesday — the day before Thanksgiving — has emerged as one of the most important days of the year for cannabis consumers and retailers alike.
Let’s explore how this phenomenon developed, why it’s gaining traction, and what the data tells us about its growing significance.
What is Green Wednesday?
Green Wednesday refers to the Wednesday immediately preceding Thanksgiving. Much like Black Friday is synonymous with holiday shopping for mainstream retail, Green Wednesday has become a major shopping and consumption day within the cannabis industry.
While the term may vary slightly — sometimes also called the “Black Friday of cannabis” — the core idea remains the same: many cannabis consumers stock up ahead of the long holiday weekend, and many dispensaries treat the day as a major sales event.
Why It Happened — The Roots of the Trend
Several factors have contributed to the rise of Green Wednesday:
1. Long Holiday Weekend & Stock-Up Behavior
Many dispensaries either close or reduce operations on Thanksgiving Day, and consumers anticipate less convenient access during the holiday weekend with holiday gatherings in abundance.
2. Social and Cultural Gathering
Thanksgiving is a time for gathering with family and friends. For many cannabis consumers, the weekend offers more free time, travel, and traditions like the “cousin walk.’ This lighthearted ritual has become an occurrence in stoner circles, where cousins or friends/family members that partake in cannabis consumption will take a ”walk” together during Thanksgiving, often before the meal, to share a smoke before tucking in for dinner.
3. Rising Legalization and Retail Access
As more states legalize adult-use cannabis and retail infrastructure becomes more widespread and professional, the option to treat cannabis like any other seasonal purchase becomes more feasible. Retailers are prepared for holiday spikes; consumers know to expect deals and availability.
4. Marketing and Consumer Awareness
While Green Wednesday didn’t originate as a planned marketing holiday, the awareness of it has grown — through dispensary promotions, brand campaigns, and media coverage. This awareness helps fuel the cycle: consumers expect deals, retailers plan for the spike, and the day becomes self-reinforcing.
What the Data Shows: Sales Stats & Trends
The growth of Green Wednesday is backed by compelling data across multiple platforms and markets. Here are some of the key findings:
A report from the POS/e-commerce platform Dutchie found that on November 27, 2024 (Green Wednesday), average dispensary sales increased 91% compared with a typical Wednesday. The average basket size swelled by 9% to $70.80.
In Massachusetts, the state regulatory body reported that adult-use marijuana establishments achieved record sales on Green Wednesday: $7.9 million in gross sales on that day alone, which marked a near $500,000 increase over the same day in the previous year.
Online sales data from Weedmaps noted that in 2023 Green Wednesday orders were 42% higher than an average Wednesday in November.
Analytics firm Jane Technologies reported that sales on Green Wednesday 2023 were 90.5% higher than the three preceding Wednesdays, and up roughly 11.4% year-over-year.
During the broader Thanksgiving-week period (tracking 13 states via Headset), data for 2023 showed:
Flower: 2 million units sold, $144.5 million in revenue (about 40.6 % of revenue).
Vapes: 6 million units sold, $85.5 million revenue (about 24 %).
Pre-rolls: 9 million units sold, $50.4 million revenue (about 14.2 %).
These figures show not just a bump, but a meaningful shift: Green Wednesday is now routinely among the top sales days of the year in the legal cannabis market. It’s only second to the much-celebrated 4/20 holiday in some datasets.
What It Means for Consumers & Brands
For consumers:
Green Wednesday offers an opportunity to access deals, stock up before the long weekend, and take part in the social rhythm of the holiday.
It also signals that cannabis is becoming more integrated into cultural and social rituals — not just medical or recreational use in isolation.
Knowing about Green Wednesday means you can plan ahead: check menus, look for promotions, and ensure you're purchasing from reputable brands.
For brands and retailers:
Green Wednesday has evolved into a strategic sales day: inventory planning, promotions, staffing, and e-commerce readiness all matter.
It’s a moment for brands to engage new customers (holiday visitors, first-time buyers), showcase signature products, and build loyalty.
The data suggests that brands that are prepared — in terms of inventory mix, digital ordering, payment options — are more likely to benefit from the surge. For example, Dutchie noted that “Pay by Bank” transactions on Green Wednesday increased basket size by 32% compared to cash in one study
Why It’s More Than Just a Sales Spike
Green Wednesday is interesting because it signals deeper cultural shifts around cannabis:
Normalization: As cannabis becomes more socially acceptable, people feel comfortable treating it like any other item for holiday gatherings.
Lifestyle Integration: The fact that people are stocking up ahead of family gatherings, road trips, holiday stress, or social events suggests that cannabis is entering broader lifestyle usage patterns.
Ritual and Timing: The timing—just before Thanksgiving—makes sense. People plan for downtime, travel, social interactions. Green Wednesday taps into that travel-and-gather rhythm.
Retail Evolution: The cannabis retail industry is maturing. Holidays like Green Wednesday show how the industry is shifting from niche to mainstream retail cycles.
Key Takeaways
Green Wednesday has firmly established itself as one of the biggest shopping days in the cannabis calendar — routinely showing large sales increases compared to average Wednesdays.
Consumers are responding to both practical reasons (store closures, long weekend) and cultural reasons (gatherings, social use).
Brands and retailers that recognize and plan for this day have a meaningful opportunity to engage customers, clear inventory, and build their presence.
For a brand like ours — one that emphasises quality, craft, and experience — Green Wednesday presents a meaningful moment: not just to sell, but to connect, educate, and be part of how people are celebrating.
Final Thought
As we approach the holiday season, consider Green Wednesday not just as another sales day, but as a reflection of how cannabis culture is evolving. It’s about more than the purchase — it’s about gathering, ritual, and being part of a moment. Whether you’re a long-time consumer or new to the scene, the day invites you to engage with intention. For those of us crafting high-quality extracts and concentrates, it’s a reminder: the best moments aren’t just about the product — they’re about connection, community, and celebration.
Legal Disclaimer
UCG Inc. and Dabstract offer this website for general informational purposes only. This information should not be used for diagnosis, nor should it be considered a replacement for consultation with a health care professional. If you have questions or concerns about your health, please contact your health care provider.
While UCG Inc. and Dabstract have endeavored to make sure the information contained in this web site is accurate, UCG Inc. and Dabstract cannot guarantee the accuracy of such information, and it is provided without warranty or guarantee of any kind.
Health information is provided for educational purposes and should not be used as a source of personal medical advice.