‘Green Wednesday’ Emerges as Cannabis Industry’s Second-Biggest Sales Day

The day before Thanksgiving has quietly developed into a cannabis retail phenomenon, with “Green Wednesday” now recognized as the second-highest day for marijuana sales nationwide, trailing only behind April 20 (4/20).

Data from Dutchie, an Oregon-based e-commerce platform servicing thousands of dispensaries across the United States, revealed that average sales surged by 91% on November 27, 2024 — the Wednesday before Thanksgiving last year — compared to typical mid-week numbers. The average purchase value increased by 9%, exceeding $70 per customer.

In New York, dispensaries reported even stronger performance, with medical cannabis transactions averaging more than $106, highlighting regional variations in consumer spending patterns.

“While not as well-known as 4/20, Green Wednesday is quickly becoming a premier cannabis holiday and a vital day of business for cannabis dispensaries,” explained Spencer Scott, Dutchie’s chief revenue officer. “And as more Americans swap alcohol for cannabis, the popularity of Green Wednesday will just increase.”

Industry experts attribute the pre-Thanksgiving cannabis rush to several factors. Many dispensaries capitalize on the occasion by offering substantial discounts on popular products including pre-rolls, edibles, gummies, vapes, and flower. The timing also allows consumers to stock up before family gatherings, extended weekends, and holiday travel.

Catalyst Cannabis, a California-based retail chain with nearly 30 locations, described the day as a “pre-holiday pilgrimage for weed lovers” in a recent blog post. “Think of it as a moment to reset, refuel and roll up before the chaos begins,” the company stated.

The origins of Green Wednesday can be traced to the early 2010s, when cannabis delivery services first noticed an unexpected sales spike on Thanksgiving Eve. “Customers were prepping for family gatherings, eating/cooking marathons and everyone’s favorite ‘cousin walk,'” according to Catalyst. “Soon, the industry caught on and began promoting special deals around the event, branding it as the cannabis version of Black Friday.”

The growing prominence of Green Wednesday reflects broader shifts in American consumer behavior and the expanding cannabis market. As legal access continues to spread across states, cannabis retailers have increasingly adopted traditional retail marketing strategies, creating specialized “shopping holidays” to drive sales.

While the cannabis industry promotes the day as a way to manage holiday stress, health experts urge caution regarding potential risks. Recent research has linked marijuana use to increased mental health challenges, including paranoia, anxiety, and depression. A 2024 study published in the Journal of the American Heart Association also connected cannabis consumption with higher risks of heart attacks and strokes.

“Cannabis is not an innocent bystander when it comes to cardiovascular health,” warned Dr. Robert Page, a University of Colorado School of Medicine professor who serves as the American Heart Association chair. “We need to get out to the public the fact that there is a potential for these types of cardiovascular events and people need to make an informed decision.”

Cannabis potency has also increased dramatically over decades. The American Psychological Association notes that in the 1960s and 1970s, marijuana averaged about 1% THC, while today’s products commonly reach 30%, and some concentrates can test as high as 95%.

Recognizing these concerns, retailers like Catalyst encourage responsible consumption, offering safety tips including knowing proper dosing, staying hydrated, never driving under the influence, and keeping cannabis products securely stored away from children and pets.

As the cannabis retail landscape continues to evolve alongside changing attitudes and expanding legalization, Green Wednesday appears positioned to remain a significant date on the industry calendar — a uniquely American blend of holiday tradition and contemporary consumer culture.