Overview
- Industry leaders describe the day before Thanksgiving as the second‑largest U.S. cannabis sales event after 4/20, reflecting rapid mainstream adoption.
- Platform data from Dutchie showed a 91% sales jump on the 2024 Green Wednesday versus a typical Wednesday, with average baskets topping $70 and New York medical baskets exceeding $106.
- Retailers report an influx of newcomers, with a trade group estimating roughly 10% to 20% of Green Wednesday customers are first‑time shoppers.
- Executives and consumers cite a shift from alcohol to cannabis in pre‑holiday rituals, including the popular “cousin walk,” as brands market deals on pre‑rolls, edibles, vapes and flower.
- Health experts warn about risks, noting research linking cannabis use to heart attacks and strokes and pointing to today’s far higher THC potency, as retailers promote dosing, no driving and secure storage.