How to capitalize on the Green Wednesday cannabis sales rush

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New data reveals significant growth in cannabis sales during key shopping days, particularly Green Wednesday (the day before Thanksgiving) and the entire holiday week in general.

According to Jane Technologies, sales on Green Wednesday 2023 were 90.5% higher than the previous three Wednesdays.

This surge in sales also marked an 18.1% increase over Green Wednesday 2022.

Even when adjusting for growth in the marijuana market, Jane estimates sales were still up by 11.4% year-over-year, highlighting how consumer demand for cannabis products on this day continues to rise.

Shoppers tend to stock up before traveling for the long holiday weekend, and Green Wednesday has become an essential part of their purchasing habits.

The top-selling categories were flower, vapes, edibles and pre-rolls.

Thanksgiving week marijuana sales

Green Wednesday on its own does not tell the whole story, however.

The entirety of Thanksgiving week, including Black Friday, has become a booming time for cannabis retail sales across the country.

According to data from Seattle-based cannabis analytics firm Headset – which tracks sales across 13 states (including medical markets) – Thanksgiving week 2023 pulled in $355.8 million in total marijuana sales, including a record-breaking period for pre-roll sales.

Sales for Thanksgiving week 2023 in the markets tracked by Headset reached:

• Flower: 2 million units sold (27.4% of total) for $144.5 million (40.6% of revenue).
• Vape pens: 6 million units sold (19% of total) for $85.5 million (24% of revenue).
• Pre-rolls: 9 million units sold (25.9% of total) for $50.4 million (14.2% of revenue).

Planning ahead is key

The best way for manufacturers to capitalize on the seasonal bump in sales is to plan ahead.

Data from Leaf Trade, a marijuana wholesale platform, shows a 17.17% increase in orders on Nov. 5, three weeks before Thanksgiving.

The uptick in wholesale sales shows retailers anticipate high demand leading up to Thanksgiving week and stock up accordingly.

Holiday season cannabis sales

While Thanksgiving marks a key period for marijuana sales, the holiday season continues through Jan. 1 with other notable spikes.

Dec. 23, in particular, stands out as one of the biggest cannabis sales days of the year.

According to Headset, pre-roll sales typically increase by 18% on this day, as consumers reach for something to take with them for visits at Christmas and other winter holidays.

With Green Wednesday and Thanksgiving week setting sales records – and Dec. 23 positioned as another peak sales day – the holiday season has become a major driver of growth for marijuana retailers.

Data suggests that retailers should plan to stock up in advance of these high-demand periods to capitalize on the sales rush.

Harrison Bard is the CEO and co-founder of Washington state-headquartered Custom Cones USA and Massachusetts-based DaySavers. He can be reached at ccusa@oakpr.com.