Full Breakdown
The Rise of Green Wednesday: A New Cannabis Tradition Before Thanksgiving
11/26/2025, 9:15:07 PM
Understanding Green Wednesday
Green Wednesday, the day before Thanksgiving, has emerged as the second-largest holiday for cannabis sales in the United States, trailing only April 20 (4/20). This phenomenon is attributed to dispensaries offering significant discounts on various cannabis products, including pre-rolls, edibles, and vapes. According to Dutchie, an Oregon-based e-commerce platform, sales on Green Wednesday surged by 91% in 2024 compared to a typical Wednesday, with average customer spending exceeding $70. In New York, medical cannabis baskets reached over $106, highlighting the growing trend of Americans opting for cannabis over alcohol during the holiday season.
The Cultural Shift
The concept of Green Wednesday began in the early 2010s when delivery services noted a spike in sales before Thanksgiving. As cannabis became legalized in various states, the term gained traction, with dispensaries marketing it as a time for friends and family to gather and partake in cannabis consumption. Joyce Sinali, co-founder of the Cannabis Media Council, noted that the day has become a ritual for many, akin to the traditional Thanksgiving gathering. Will Cohen, co-founder of the Jewish cannabis brand Tokin’ Jew, remarked on the shift from "Blackout Wednesday," a term associated with heavy drinking, to a more cannabis-focused celebration.
Health Considerations
While Green Wednesday is celebrated for its social aspects, health experts caution against potential risks associated with cannabis use. Studies indicate that marijuana can exacerbate mental health issues such as paranoia and anxiety. Dr. Robert Page from the University of Colorado School of Medicine emphasized the cardiovascular risks linked to cannabis, urging consumers to make informed decisions. As cannabis potency has increased dramatically over the decades, with some products reaching THC levels of 30% or higher, users are advised to be mindful of their consumption.
Family Dynamics and Cannabis
The integration of cannabis into Thanksgiving traditions reflects broader societal changes regarding its acceptance. Many families are now choosing to consume cannabis together, with some individuals preferring edibles over alcohol. Graduate student Kara Dickson shared her family's new tradition of enjoying edibles while watching football, illustrating how cannabis has become a communal activity akin to sharing gratitude at the dinner table. This shift is often facilitated by what social media users refer to as the "cousin walk," where family members discreetly step outside to partake in cannabis.
Official Statements & Responses
The Cannabis Media Council has actively promoted Green Wednesday as a way to destigmatize cannabis use. Dispensaries are leveraging this day to attract both seasoned users and first-time shoppers, with estimates suggesting that 10-20% of customers on Green Wednesday are new to cannabis. The marketing strategies employed by cannabis brands aim to create a welcoming environment for all consumers, regardless of their prior experience with cannabis.
Verbatim Quotes
- "Green Wednesday is quickly becoming a premier cannabis holiday." — Spencer Scott, Chief Revenue Officer, Dutchie
- "Cannabis is not an innocent bystander when it comes to cardiovascular health." — Dr. Robert Page, University of Colorado School of Medicine
- "I think it’s a way for the younger generation... to have the family come together." — Will Cohen, Co-founder, Tokin’ Jew
Conclusion
As Green Wednesday continues to gain popularity, it reflects a significant cultural shift in how families celebrate Thanksgiving. While the day offers an opportunity for social bonding and relaxation, it also raises important health considerations that consumers should be aware of. The evolving landscape of cannabis use in America suggests that Green Wednesday may solidify its place as a staple of modern Thanksgiving traditions.
