Green Wednesday: The Unsung Hero of Cannabis Holiday Sales

As the cannabis industry matures, unique trends are emerging that define consumer behavior, especially around holidays. Among these is Green Wednesday—the day before Thanksgiving—which has quietly become one of the biggest sales days for cannabis, second only to 4/20. In 2023, the holiday saw remarkable growth, cementing its role as a cornerstone of cannabis retail strategy.

What Makes Green Wednesday Special?

Green Wednesday has transformed from a niche shopping day into a major cannabis retail event. Its growth trajectory over recent years tells a compelling story:

• 2021: Sales on Green Wednesday increased by 33% compared to an average Wednesday.
• 2022: Growth jumped to 48%.
• 2023: Sales soared by 52%, reflecting its rise as a premier shopping day for cannabis consumers.

These gains highlight the holiday's appeal as customers stock up on cannabis products for Thanksgiving gatherings, travel, or to take advantage of steep discounts.

2024 Green Wednesday Highlights

According to data from Dutchie, which supports over 6,500 cannabis dispensaries:

• Sales Surge: Dispensary sales spiked by 91%, making it the second-largest sales day after 4/20.
• Larger Baskets: Average basket size rose 9% to $70.80, with New York adult-use baskets averaging $83.37 and medical baskets reaching $106.41.
• Digital Payments Driving Growth: Dutchie’s Pay by Bank option boosted basket sizes by 32% compared to cash transactions.

This data underscores Green Wednesday’s growing popularity and its critical role in driving revenue for cannabis businesses.

Consumer Trends: What’s Selling?

Green Wednesday’s product performance sheds light on evolving consumer preferences:

• Edibles: Sales increased by 10.5%, reflecting demand for discreet and shareable consumption.
• Beverages: With a 3% increase, cannabis drinks are gaining traction as a social alternative to alcohol.
• Concentrates: Sales dropped by 11%, possibly indicating a shift away from high-potency products during family-oriented holidays.

The Role of Discounts

Promotions are key to Green Wednesday’s success. In 2023, discounts averaged 25%, compared to the usual 17.9%, with many retailers offering deeper cuts than even Black Friday. While effective in driving traffic, these discounts highlight the importance of strategic pricing to maintain long-term profitability.

Challenges During Thanksgiving Week

Despite Green Wednesday’s success, the overall sales performance for Thanksgiving week presents challenges:

• Thanksgiving Day: Sales drop by as much as 70% compared to an average Thursday.
• Black Friday: Traditionally a retail powerhouse, Black Friday saw a modest 3-5% decline in cannabis sales compared to an average Friday.

This mixed performance underscores the importance of a targeted approach, with Green Wednesday serving as the week’s anchor sales day.

Strategic Takeaways for Retailers

1. Leverage Green Wednesday: Focus marketing and inventory efforts on this high-traffic day, prioritizing trending categories like edibles and beverages.
2. Enhance Operations: Prepare for increased demand with optimized staffing, express checkouts, and pre-order options.
3. Smart Promotions: Use bundled deals or targeted discounts to maximize basket size without eroding margins.
4. Know Your Market: Understand regional differences—emerging markets like New York may rely less on aggressive discounts compared to mature markets like California.

Looking Ahead: Green Wednesday’s Growing Impact

As Spencer Scott, Chief Revenue Officer at Dutchie, aptly put it: "While not as well-known as 4/20, Green Wednesday is quickly becoming a premier cannabis holiday. And as more Americans swap alcohol for cannabis, its popularity will only grow."

Retailers who embrace Green Wednesday’s potential with data-driven strategies and creative promotions will be well-positioned for success. The day isn’t just a chance to boost sales—it’s an opportunity to build long-term customer loyalty and refine operations for the future.

As the cannabis industry continues to evolve, Green Wednesday stands out as a rising star, offering valuable insights into consumer behavior and the growing significance of cannabis in holiday celebrations.

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