What is Green Wednesday: The Black Friday of Cannabis

Explore the origins of Cannabis’ Black Friday and what brands can learn from this increasingly popular retail holiday.

Last updated: September 4, 2026

We all joke about “taking a walk” with our favorite cousin on Thanksgiving before gorging on turkey, but that not-so-secret meet-up is fairly common among consumers these days. Dispensaries have taken note of the increased traffic the day before Thanksgiving and have dubbed the unofficial retail holiday “Green Wednesday.”

It’s “Green” as a nod to cannabis, and takes place annually on the Wednesday before Thanksgiving. On paper it simply sounds like any other weekday, but this shopping rush has become a vitally important sales day for dispensaries nationwide.

The only cannabis holiday that surpasses Green Wednesday in terms of gross sales is 420. On top of that, every Green Wednesday for the past few years has had bigger sales numbers than the last. So, how did Green Wednesday become the Black Friday of cannabis? 

Learn all about the consumer behaviors behind Green Wednesday and how brands can increase engagement (and sales) on this invaluable cannabis retail holiday this year and beyond!

What is Green Wednesday?

Green Wednesday is the day before Thanksgiving when consumers stock up on cannabis products before the long weekend. While 420 celebrates all things cannabis and 710 honors the artistry behind cannabis concentrates, Green Wednesday started because dispensaries noticed recurring consumer behaviors.

Other retail holidays started the exact same way. Black Friday likely came about in the 1950s when Philadelphia crowds overwhelmed retailers the day after Thanksgiving. More retailers noticed the trend, adopted the name, and leaned into the “holiday” to take advantage of the traffic.¹

Today, Small Business Saturday is a way for local businesses to capture some of this holiday traffic and Cyber Monday is the online shopping version of Black Friday. The point is to build hype and generate sales from the increased traffic around Thanksgiving.

Consumers have come to expect and enjoy savings and special discounts on days around Thanksgiving and Black Friday. With cannabis becoming more mainstream, it only makes sense that a cannabis-specific holiday would carve out its own lane during the retail rush.

When Did Green Wednesday Start?

Green Wednesday kicked off some time between 2016 and 2017 when “a cannabis delivery company noted the drastic rise in cannabis sales the day before Thanksgiving” according to Weedmaps.² It might not be glamorous, but it makes sense when you consider WHY consumers purchase cannabis and cannabis-infused products.

First, there’s Turkey Day itself. Some look forward to seasonal traditions and time spent with family and friends. For many, they want to unwind and celebrate with cannabis products. For others, it can also be stressful. Between travel arrangements, potentially unpleasant family dynamics, or the pressures of hosting and cooking… It can be a lot.

There’s also football games, the intensity of Black Friday shopping, and more. Whether people want to socialize more easily, reduce stress and anxiety, or relax after that “friendly” game of touch football, these are all opportunities for people to consume and enjoy cannabis products solo or with friends and family.

What's Fueling the Green Wednesday Rush?

So, why Green Wednesday? Why not just pile onto Black Friday? The answer to that comes down to consumer behaviors and sales competition.

While some dispensaries open back up on Black Friday and through the weekend, some of them are closed on Thanksgiving and remain closed until Monday. Plus, while many dispensaries also have Black Friday deals, there are benefits and drawbacks to that. Let’s break it down:

• For those wanting to consume cannabis ON Thanksgiving, waiting for Black Friday deals doesn’t make sense. 
• Some consumers travel and need to visit a dispensary before they leave town or immediately upon arrival. That day is often Wednesday.
• For consumers who know their local dispensary will be closed for several days, stocking up is practical. 
• Dispensaries that are open on Friday will compete with all other Black Friday shopping and consumers might not have time for a dispensary run.

At the end of the day, dispensaries are more likely to capture their share of Thanksgiving traffic by focusing on this cannabis-specific retail holiday.

How Has Green Wednesday Evolved?

Considering this retail holiday has barely been around for ten years, its growth is impressive. According to Headset data, 2021 sales increased by 33% compared to an average Wednesday. That figure jumped to 48% in 2022, and 52% in 2023.³ In 2024, according to Dutchie, dispensaries on their platform saw sales increase 91% compared to typical Wednesdays and average baskets increased 9%.⁴ 

Last year, according to Headset point-of-sale data, Green Wednesday cleared over $100 million. They also noted that the top five biggest cannabis sales days of the year, with the exception of 420, occurred “the day before a holiday, not the holiday itself.”⁵ For brands and dispensaries, that means planning ahead has never been more important.

As the sales potential of Green Wednesday grows, consumers aren’t just purchasing cannabis products for themselves. Some of these purchases are gifts, shareables for social events, or they’re an excuse to try a new format at a discounted price. A 2021 survey from Ayr Wellness and global insights platform Suzy found that 77% of consumers intended to use cannabis products with friends and family during holidays, and 37% planned to serve products infused with THC at their Thanksgiving meal.⁶

That doesn’t mean discretion has gone completely out the window. There are still plenty of households that aren’t hip to cannabis, so discreet formats like edibles and drinkables are ideal for consumers who want to fly under the radar. 

It can also be a lot easier to convince older relatives to try a THC gummy than to smoke a fat doobie together on the porch.

Green Wednesday Opportunities for Cannabis Brands

Increased foot traffic on Green Wednesday means increased opportunities for cannabis brands to sell more products. Brands can also use this retail holiday as an opportunity to attract new customers through new formats, flavors, aromas, or dosages. Here are some high level opportunities to consider:

• Expand Your Cannabis Product Portfolio

As of June 2026, according to Headset point-of-sale data, vapor pens made up over a quarter of cannabis sales and pre-rolls saw a 10.1% increase compared to last year.⁵ If you’re not offering these formats, Green Wednesday is the time to do so. For brands that primarily offer vapes, offering edibles may encourage larger sales from current customers and even attract new customers who may not have shopped your brand otherwise. Have a best-selling vape flavor? Infuse it into a gummy so customers can still enjoy your products discreetly. 

• Consider Seasonal and/or Limited Edition Flavors

Whether you lean into seasonal fall favorites or want to test a limited edition flavor before ramping up production, Green Wednesday is a great time for this. These products can generate excitement for Green Wednesday shoppers who want to explore new products, celebrate the holiday, or buy gifts.

• Lean Into Best-Selling Strains and Profiles

Consumers are increasingly interested in specific cannabis aroma categories like Candy Gas and Tangie Gas. Infuse products with best-selling profiles to give cannabis-savvy consumers the flavors and aromas of popular strains.

Explore the Top 10 Candy Gas Cannabis Strains analyzed by Abstrax.

• Help Dispensaries Sell Your Products on Green Wednesday

Ensure dispensaries understand WHAT your products are, WHO they’re intended for, WHEN/WHERE to use them, and HOW to use your products. This helps brands transform budtenders into brand advocates who will continue generating sales far past Green Wednesday. 

Build Best-Selling Cannabis Products for Green Wednesday with Abstrax

Whether you're launching limited-edition seasonal SKUs or adding your best-selling flavor to a new format, we'll help you formulate products that stand out on the dispensary shelf.

With our expert formulation assistance and full range of botanical terpene profiles and flavored terpene blends, we’ve got you covered.

Schedule a free consultation with our formulation experts and let's get your products ready for Green Wednesday ASAP.

References

1. Pruitt, S. (2015, November 23). What's the real history of Black Friday? History.com. https://www.history.com/articles/black-friday-thanksgiving-origins-history 

2. Weedmaps Editors. (2022, November 8). How to celebrate Green Wednesday: The cannabis industry's Black Friday. Weedmaps. https://weedmaps.com/learn/cannabis-and-its-evolution/green-wednesday 

3. Headset. (2024, November 26). Understanding Green Wednesday: The rising star of cannabis holiday sales. Headset. https://www.headset.io/blog/understanding-green-wednesday-the-rising-star-of-cannabis-holiday-sales 

4. Dutchie. (2024, December 3). Dutchie dispensaries across the country see sales and basket sizes swell on Green Wednesday [Press release]. Business Wire. https://www.businesswire.com/news/home/20241203560118/en/Dutchie-Dispensaries-Across-the-Country-See-Sales-and-Basket-Sizes-Swell-on-Green-Wednesday 

5. Headset. (2026, July 5). Cannabis industry statistics 2026: US sales data. https://www.headset.io/data/cannabis-industry-statistics 

6. Ayr Wellness Inc. (2021, November 23). High holiday? This Thanksgiving, cannabis is a family affair [Press release]. GlobeNewswire. https://www.globenewswire.com/news-release/2021/11/23/2339758/0/en/High-Holiday-This-Thanksgiving-Cannabis-Is-a-Family-Affair.html

Trending Terpenes for Green Wednesday Products

SHOP Caramel Apple

Caramel Apple is the perfect way to welcome the autumn season. The crispness of tart juicy apples combines with milky ribbons of warm buttery caramel for a sticky sweet treat best enjoyed while the leaves change colors.

SHOP Peppermint Mocha

This flavor is a divine combination of silky-rich chocolate and brisk cooling peppermint. It’s indulgent and decadent, yet refreshing and uplifting. The next time you’re craving a comforting dessert-like flavor, reach for Peppermint Mocha and treat your taste buds to a slice of heaven.

SHOP King Louie XIII

Heavy is the head that wears the crown. Indeed, this monarch carries the traditional OG impact concentrated in a pleasantly cranial direction. This profile is just straight gas. If you want to get loud, look no further. The king is here.

SHOP Super Cheese

As a cross between Cheese and Exodus Cheese, Super Cheese is… well, cheesy. That’s just the start, though. Subtle notes of sweet berries and rich, dank earth give this cultivar the perfect balance of sweet, funky, and savory.

SHOP Super Boof

Don’t let the name fool you. Leafly’s 2024 Strain of the Year may sound goofy, but Super Boof has won hearts, minds, and multiple awards with notes of fruit-forward cherry, subtle berries, and dank Tangie gas. Embrace the boof!

SHOP Cola Me Maybe

Craving sweet, crisp vanilla? This is what you’re wanting, baby! Hey, we just met you, and this is crazy, but here’s this flavor, so Cola Me Maybe? It’s hard to describe the taste of soda, like juicy citrus and candied spices.

SHOP Blueberry Boom Boom

Warning. These are not the dainty little berries from that gentle spring meadow. Blueberry Boom Boom takes that small blue berry and arms it with explosive levels of chaotic candy sweetness. Handle with extreme caution.

SHOP Calm Cool Kiwi

Calm Cool Kiwi may be laid-back, but that candy fruit flavor will make you sit forward. Sink your teeth into juicy tropical kiwi, tart green apples, and smooth notes of sweet, luscious melon. If that first taste blows your mind, try to play it cool.