Green Wednesday, the day before Thanksgiving, has solidified its status as a premier cannabis shopping event, second only to April 20 (4/20) in sales. On November 27, 2024, dispensaries across the U.S. experienced a 91% surge in sales compared to a typical Wednesday, with average transaction values rising 9% to $70.80.
In New York, the trend was even more pronounced. Adult-use cannabis consumers spent an average of $83.37 per transaction, while medical cannabis patients averaged $106.41 per purchase. This significant uptick underscores the growing acceptance and demand for cannabis products during the holiday season.
The origins of Green Wednesday trace back to 2017, when a cannabis delivery company noticed a substantial increase in sales on the day before Thanksgiving. Since then, it has evolved into a major retail event, with consumers stocking up in anticipation of holiday gatherings and potential dispensary closures.
This year, the cannabis industry capitalized on the occasion by offering significant discounts and promotions. Data indicates that the volume of discounted items increased by 67% during the week of Green Wednesday compared to the previous three months’ weekly averages. Discounts typically ranged between 15-20%, with some reaching as high as 50%.
Product preferences during Green Wednesday also revealed interesting trends. Flower and pre-rolls dominated sales, accounting for nearly 55% of total purchases. Edibles saw a slight increase in popularity, surpassing vape products to become the third most purchased category.
The consistent growth of Green Wednesday highlights its importance in the cannabis retail calendar. As more states legalize cannabis and consumer acceptance rises, events like Green Wednesday are expected to play an increasingly significant role in the industry’s economic landscape.
