Green Wednesday sales surge even as state markets show sharp divides
The cannabis industry’s pre-Thanksgiving shopping spree hit record levels this year, though consumer reaction varied by state. Called Green Wednesday by the industry, dispensaries typically see a surge in sales ahead of what can sometimes be a tense family holiday. This year was no different.
Total sales soared 68% versus typical Wednesdays, according to cannabis analytics firm Headset. But this year’s high times came with a catch. Retailers had to sweeten the pot with steeper discounts, pushing average markdowns from 24.6% to 31.9% — a jump from last year’s more modest price cuts of 17.3% to 24.4%.
“Discounting likely played a significant role in who saw the biggest holiday effect,” Mitchell Laferla, data analyst at Headset, told Green Market Report.
Arizona led the pack with a 104% increase in sales, while other developing markets like Ohio (+94%), Illinois (+84%), and Missouri (+83%) also caught fire. Meanwhile, established markets seemed to be cooling their heels, with Washington (+46%), Nevada and Colorado (both +44%), and Oregon (+27%) posting more modest gains.
Even in Oregon, traditionally one of the nation’s most competitive stables, consumers noticed a shift.
“The last few years have been really disappointing,” one r/portlandtrees user noted. “Really most dispos will have a blanket 30% off on most brands so you’ll definitely be able to score something at a good rate.”
Still, with enough weed to supply Oregon for six more years if everyone there stopped growing, even $12.50 ounces of mid aren’t unusual to come by these days.
“While markets like (Washington state) saw some of the highest discounts on Green Wednesday (33.7%), this was only a 12% increase over a typical Wednesday perhaps making the holiday less attractive to customers looking for an unusually good deal,” Laferla said.
In Missouri, r/MissouriMedical members tracked an escalating price war, with some retailers boosting discounts from 26% to 31% as the holiday approached. Florida medical patients proved particularly skeptical of the holiday hype, despite the state posting a 71.5% sales increase.
“Black Friday has gotten piss poor the past few years,” one r/FLMedicalTrees user wrote. “20-40% off is not a Black Friday sale and I’m not going to let corporate America gaslight me into accepting anything less than 50% off (without them raising their prices the day before…).”
“Not just the industry but everywhere,” another user replied. “These ‘Black Friday’ deals are the same as ‘Easter Sales’ ‘Summer sales’ — same shit regurgitated.”
Beverages bubbled with a 130% sales increase versus typical Wednesdays, while edibles and capsules followed with gains of 97% and 93% respectively, according to Headset. Traditional flower sales, while still strong at +64%, support industry wisdom that folks often seek more discrete options during family-heavy holidays.
And while retailers pushed high-end products and celebrity collaborations, many Reddit users reported hunting for bulk deals instead.
“Even at 50% off 9/10 celebrity & rapper weed is overpriced trash,” one r/PaMedicalMarijuana user commented.
Some Florida patients suggested the state’s failed adult-use ballot measure could dampen future promotions as companies look to recoup losses. But with Dutchie reporting a 91% sales surge across its network, Green Wednesday looks set to stay. The real test may be whether retailers can keep up the promotional pace while staying in the black.
