We’ve heard of Black Friday and Cyber Monday, but the marijuana industry’s own sales event on Thanksgiving Eve, a day of deals called “Green Wednesday,” has now added one more shopping frenzy to that holiday weekend.
Green Wednesday isn’t very old; it was created over the last four or five years by California dispensaries to entice shoppers through their doors the day before America’s collective feast. Now the Green Wednesday celebration stretches across the country, and 2020 may have been its biggest year yet, according to dispensary menu and tracking services.
Legal pot sales have already enjoyed a big year in Colorado and beyond during the COVID-19 pandemic, and the pandemic may have played a part in how dispensaries pushed out products last week. According to dispensary analytics company Headset, pot shops across the country saw a 40.2 percent rise in sales dollars on Green Wednesday, compared to sales averages during the previous four weeks, while Black Friday sales actually dropped 4.7 percent. While Headset didn’t have data comparing Thanksgiving to previous Thursdays, it did document that Americans bought 15.2 percent more weed on Turkey Day 2020 than they did in 2019.
For dispensary managers trying to organize retail services during a pandemic, having two or three days (or four, if you count Cyber Monday) instead of one for holiday sales allows for less human contact without limiting buying opportunities for customers or adding extra stress to the workforce, according to Brent McDonald, marketing director for dispensary chain Apothecary Farms.
“The biggest advantage during the pandemic is spreading out the crowd. Limiting the amount of people in your store while still doing good numbers is huge,” he explains. “I think [Green Wednesday] kind of became a thing with the pandemic this year. It was smart to spread out your sales. Wednesday was our