Why is the day before Thanksgiving important for cannabis? How “Green Wednesday” is taking the holidays higher

Things you can count on in life: Death, taxes and skyrocketing cannabis sales on Green Wednesday. 

Dispensaries in every state that approves recreational cannabis see a spike in sales the day before Thanksgiving, a day that’s come to be known as “Green Wednesday.” It’s akin to Black Friday and Cyber Monday for cannabis shoppers seeking the best deals on the hottest items.

Last year, companies across the country reported sales upwards of 350%, according to Forbes. And dispensaries are known for offering sales and discounts to further entice buyers just before the holiday.

Cash registers will be ringing at Dr. Greenthumb’s in Sacramento, California, where general manager Josh Cole is expecting big sales.

“I’ve been here five years, and every year is bigger than the last,” he said.

He likened Green Wednesday to 4/20, a day when dispensaries see some of their biggest business of the year. Dr. Greenthumb’s saw $70,000 in sales on 4/20 in 2020 and $140,000 in 2021. 

“Last year we saw $50,000 in sales on Green Wednesday,” Cole said. “I’m expecting around $110,000 in sales this time.”

Between online ordering and people visiting budtenders, he expects it to be busy all day long. Dr. Greenthumb’s is open during its normal hours on Green Wednesday, but Cole said prices will be lower to coax buyers into spending. 

He said some top-shelf eighths would be discounted from around $60 to $40, and there will be deals on edibles as well. There will also be buy-one, get-one-free specials on select products. 

“It’s a chance for people to splurge and get something they don’t normally get.”

Cole also expects some of those transactions to wind up on the Thanksgiving table. 

“More and more people are using cannabis-infused ingredients in their cooking,” he said. 

Dr. Greenthumb’s sells cannabis-infused butter that can be used to saute green beans or liven up some mashed potatoes. The compound butter can also be placed beneath the turkey’s skin so it bastes the bird as it cooks.

Cole said he has spent the days leading up to Green Wednesday going through inventory and deciding what specials to offer. 

“It’s all about planning,” he said. “We’re trying to determine what customers want.”

Specials abound on Green Wednesday, as dispensaries across the land look to maximize sales and profit. Reef Dispensaries in Nevada has 1 gram pre-rolls for $10 each, or five for $40. Harborside in Oakland, California is offering Garlic Cookies Jetty Extracts solventless cartridges for 15% off, as well as 20% off on Dual Action Sleep Cloudberry CBD and THC edibles. 

Denver Dispensary in Colorado is offering ounces for $70 and two for $30 on 500mg cartridges.

Like any day, spending varies widely from client to client on Green Wednesday, Cole said.

“One person will come in and spend $1,000 on an order, and someone else will spend $5,” he said.

He’s expecting anywhere from 150 to 250 clients throughout the course of the day. Almost the entire staff will be working on Green Wednesday to ensure prompt service, he said. 

“There’s a few people who have the day off, but pretty much everyone will be working,” Cole said. 

The Sacramento-based dispensary recently began offering online ordering, another service that helps boost sales.

“We’ve really seen a jump in pre-orders,” he said. “It’s a COVID-friendly way to shop, and people like that they are able to get in and out.”

No matter where or how you shop, one should expect a trip to the dispensary on Green Wednesday to take slightly longer than usual. 

You can make the errand easier on yourself with a little preparation. Stop by the ATM first, or place your order online, if possible. 

Delivery is another available option. Online cannabis marketplace Jane Technologies, Inc. who partners with dispensaries in 33 states, saw an average increase of 241% in online sales in 2020 over 2019. 

Jordan Guinn is a published journalist with bylines in the San Francisco Chronicle, the Los Angeles Times, the Stockton Record and more. He’s covered everything from agriculture, to violent crime to water.