Green Wednesday: The Black Friday of Cannabis

What is Green Wednesday? Discover the origins of Cannabis’ Black Friday and what the industry can learn from this increasingly popular retail holiday.

We all joke about “taking a walk” with our favorite cousin on Thanksgiving before gorging on turkey and stuffing. Well, that not-so-secret meet-up is actually pretty common nowadays, and consumers are starting to stock up on their favorite cannabis products before the long weekend. 

Dispensaries have taken note of this traffic 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 sounds like any other weekday, but this green shopping rush has become a vitally important sales day for dispensaries nationwide!

The only cannabis holiday that tends to surpass 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. Will the trend continue? Only time will tell!

So, how did Green Wednesday become the Black Friday of cannabis? Learn more about the consumer behaviors behind Green Wednesday and what the cannabis industry can learn from this increasingly popular retail holiday.

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What is Green Wednesday?

No, it’s not an official cannabis holiday… or at least, it didn’t used to be.

The 420 holiday celebrates all things cannabis, while more niche holidays like 710 honor the artistry and expertise required to create cannabis concentrates. However, Green Wednesday is simply the day before Thanksgiving when consumers stock up on cannabis products before the long weekend.

Similar to other retail holidays, the day itself isn’t all that significant and it all started because retailers noticed specific recurring consumer behaviors. 

The Black Friday we know today 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.

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When Did Green Wednesday Start? 

According to Weedmaps, “a cannabis delivery company noted the drastic rise in cannabis sales the day before Thanksgiving” sometime between 2016 and 2017.² Maybe it’s not glamorous, but it makes a lot of sense when you consider WHY consumers purchase cannabis and cannabis products.

First, there’s Turkey Day itself. Some look forward to seasonal traditions and time spent with family and friends, but it can also be stressful. Between travel arrangements, potentially unpleasant family dynamics, or the pressures of hosting and cooking… Thanksgiving 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 all the Black Friday hype? 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 RIGHT before they leave town or RIGHT as they arrive somewhere. 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 have to compete with all other Black Friday shopping and consumers might not have time for a dispensary run.

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

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How Has Green Wednesday Evolved?

Considering that this retail holiday has barely been around for about ten years now, its growth is particularly 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 Last year’s Green Wednesday was equally impressive, and according to Dutchie, dispensaries on their platform saw sales increase 91% compared to typical Wednesdays and average baskets increased 9%.⁴ 

Clearly, the sales potential of Green Wednesday is growing. On top of that, consumers aren’t just purchasing cannabis products for themselves. Some of these purchases are gifts, intended to be shared at social events, or they’re an excuse to try a new format at a discounted price.

For example, as cannabis has become more socially acceptable, some consumers are enjoying the plant more openly. 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.⁵

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 at dispensaries means increased opportunities for cannabis brands to sell more products! However, that’s just the beginning. Brands can 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

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 novel 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 who want to buy gifts.

• Lean Into Best-Selling Strains

Consumers are increasingly interested in cannabis profiles that are candy-forward and/or ultra dank and gassy. Infusing products with best-selling strains that deliver these aromatics is a great way to appeal to cannabis-savvy consumers. Think classics like King Louie XIII, Leafly’s 2024 Strain of the Year Super Boof, or the candy gas up-and-comer Unicorn Poop!

• Help Dispensaries Sell Your Products on Green Wednesday

You can have the exact products customers are begging for, but it won’t matter if dispensaries don’t know how to sell your products. Ensure that 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. 

Retailers and brands that pay attention to consumer behaviors and preferences will thrive, and Green Wednesday is the perfect opportunity to engage with consumers to make sales and gather vital information.

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1. A&E Television Networks. (2025, March 2). What’s The Real History of Black Friday? History.com. https://www.history.com/articles/black-friday-thanksgiving-origins-history

2. Wilson, L. (2024, November 27). How to Celebrate Green Wednesday 2024 - The Cannabis Industry’s Black Friday. Weedmaps. https://weedmaps.com/learn/cannabis-and-its-evolution/green-wednesday

3. Person. (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 | Order Cannabis Online From Dispensaries Near Me. (n.d.). https://dutchie.com/

5. Ayr Wellness Inc. (2021, November 23). High holiday? This Thanksgiving, Cannabis is a Family Affair. GlobeNewswire News Room. https://www.globenewswire.com/news-release/2021/11/23/2339758/0/en/High-Holiday-This-Thanksgiving-Cannabis-Is-a-Family-Affair.html