Cannabis connoisseurs, despite their well-deserved reputation for being super chilled out, aren’t immune to the fear of missing out, especially when it comes to seasonal purchases.
While the general consumer base has their Black Friday and Cyber Monday, cannabis fans have their Green Wednesday, which ranks second after April 20th, as a national extravaganza when buying weed.
This year, sales of buds, groceries, tinctures and vapes may break records from previous years and allow Green Wednesday – the one today, the Wednesday before Thanksgiving – to flow further into cannabis lore as people seek refuge and social gatherings according to the CDC recommendations waive according to industry experts.
“It’s one of our big holidays in the weeds,” said Nidhi Lucky Handa, CEO of Los Angeles-based cannabis brand Leune. “It’s a day you have to stock up because it’s a long weekend and people are thinking about self-care.”
The Green Wednesday concept started around 2016 and was reportedly elaborated by delivery platform Eaze after seeing an organic increase in demand. It was quickly adopted by pharmacies and brands that offer vacation-specific discounts and doorbuster deals, much like Walmart, Target or any other brick and mortar store.
In uncertain times, and especially during the holidays, it is no surprise that people turn to cannabis for relaxation.
Socrates Rosenfeld, co-founder and CEO of Jane Technologies
Many industry executives, like Handa, thought it was a lark in the early days. But after seeing the statistics – bulk purchases almost hitting the high heights of April 20th, the worldwide celebration of the weeds – they were believers.
That is the key word for everyone to start planning and strategic planning months before Green Wednesday.
The vacation came for a number of reasons, according to John Ford, vice president of retail at Chalice Farms, a chain of seven pharmacies in Oregon.
“People travel home to see friends and family, possibly from another state where recreational sales may not be legal, and many pharmacies are closed on Thanksgiving,” he said.
Another industry veteran called the vacation a tribute to the “stress-reducing, sleep-inducing, appetizing benefits” of weed and “the perfect opportunity to prepare for food fights with in-laws, bake all day and beat the indomitable itis,” said Matt Janz , Head of THC Marketing at The + Source retailer in Las Vegas.
However, with health officials warning against vacation travel this year, there may be less anxious moments – overcrowded flights and awkward family meals – that have traditionally led to weed purchases. Also missing: the common, common aspect of cannabis, which almost died out after Covid-19.
A calming distraction
At the same time, when coronavirus cases rise, stress peaks and people are looking for a calming distraction.
“Thanksgiving 2020 will be remembered as one of a kind,” according to a recent report from research firm Headset, which tracks weed sales in Oregon, California, Colorado, Nevada, Washington, Michigan and Massachusetts. “With millions of Americans being asked to stay home for the holidays, what else is there to do?”
Eaze officials say they anticipate another green rush sparked by concerns about the pandemic, shaky economy and post-election sentiment in the country.
Analysts base their 2020 predictions on earlier Green Wednesday data, which shows the holiday’s explosive growth in just a few years.
In 2019, Green Wednesday sales for adults in a handful of states rose 60% from the average for the last four Wednesdays, Headset said. In California alone, the country’s most robust market, Green Wednesday sales rose to $ 14.5 million last year, a 65% increase over the previous four Wednesdays.