Green Wednesday rises as Americans switch from alcohol to cannabis ahead of Thanksgiving

The biggest shopping day of the year may be Black Friday, but the cannabis equivalent occurs the day before Thanksgiving.

Despite the potential health risks, “Green Wednesday” has been named the second-biggest day of the year for marijuana sales, according to several reports, trailing only April 20 (4/20) as the top sales day.

This is partly because dispensaries offer deep discounts on products like pre-rolls, edibles, gummies, vapes, and flower.

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According to Dutchie, an Oregon-based e-commerce platform used by thousands of dispensaries across the United States, average sales increased 91% on Nov. 27, 2024, the day before Thanksgiving last year, compared to a typical Wednesday. The average basket per buyer increased 9% to more than $70.

New York dispensaries reported even higher numbers, according to the analysis, with medical baskets reaching more than $106.

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

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A blog post from Catalyst Cannabis, a California-based dispensary with nearly 30 locations, noted how Green Wednesday allows customers to stock up before family gatherings, long weekends, and general travel. Catalyst called the day a “pre-holiday pilgrimage for marijuana lovers.”

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“Consider it a time to reset, refuel and prepare before the chaos begins,” the post reads.

According to the seller, Green Wednesday began in the early 2010s, when delivery services noticed an “unexpected spike in sales” the day before Thanksgiving.

“Customers were gearing up for family reunions, food and cooking marathons, and everyone’s favorite ‘cousins ​​walk,'” Catalyst reported. “Soon, the industry took notice and began promoting special offers around the event, branding it the cannabis version of Black Friday.”

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The retailer added: “As the stress of travel and family dynamics increases, people are turning to Green Wednesday for a little holiday peace.”

Potential health risks

While Catalyst recommends taking advantage of pre-holiday sales, it also offers some safety tips.

These include knowing your dosage, staying hydrated, not driving under the influence, and keeping cannabis products stored safely, out of the reach of children and pets.

While cannabis products can have a de-stressing effect for many people, recent studies have warned that marijuana use can increase mental health problems such as paranoia, anxiety and depression.

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Researchers found that people who first tried marijuana to deal with pain, stress or depression were much more likely to suffer from paranoia later in life.

Cannabis has also been linked to an increased risk of heart attacks and strokes, according to a 2024 study published in the Journal of the American Heart Association.

“‘Green Wednesday’ is quickly becoming one of the major cannabis holidays.”

“Cannabis is not an innocent bystander when it comes to cardiovascular health,” Dr. Robert Page, a professor at the University of Colorado School of Medicine and president of the American Heart Association, told News Digital at the time.

“We need to let the public know that there is a possibility of these types of cardiovascular events occurring and that people need to make an informed decision.”

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Power has also increased in recent decades. According to the American Psychological Association, in the 1960s and 1970s, marijuana averaged about 1% THC; Today, many products reach 30% and concentrates can reach 95%.

News Digital’s Khloe Quill contributed to this report.