50 Million Americans Plan Green Wednesday Cannabis Runs, But Price Isn’t Their Top Priority

The day before Thanksgiving has become one of the regulated cannabis industry’s biggest sales days, as busy customers stock up before the holiday weekend on what is now called Green Wednesday. Many consumers want to share cannabis with others, the thinking goes, while others want weed to help them cope with a dysfunctional family gathering.

This increased demand for cannabis the day before Thanksgiving has translated into a spike in traffic at dispensaries. In 2023, sales jumped 52% on Green Wednesday compared to an average Wednesday, according to data from market analyst Headset.

The opportunity offered by Green Wednesday has companies competing for shoppers, with most retailers offering steep discounts and other promotions. But new survey data shows that customers are looking for more than just a lower price.

50 Million Consumers Plan Green Wednesday Shopping Trips

According to the survey commissioned by cannabis retail technology provider Sweed, nearly half (45%) of U.S. cannabis users, or about 50 million adults, plan to make special trips to dispensaries or stock up for Green Wednesday. However, most said that their shopping experience was more important than discounts to boost cart sizes and customer loyalty, according to Sweed co-founder Rocco Del Priore.

“Cannabis consumers aren’t just chasing the biggest discounts anymore; they’re looking for a faster, smoother, and more personalized shopping experience that mirrors the same digital conveniences they enjoy in other industries,” Del Priore tells IgniteIt in a written interview.

The survey of 995 U.S. adults aged 21 and older found that seven out of 10 (71%) cannabis shoppers said they find digital tools such as online menus, kiosks, and in-store screens important to their shopping experience. Nearly nine out of 10 (86%) said they would be more likely to stay loyal if dispensaries offered personalized recommendations that match their needs and preferences.

Three-quarters (75%) of cannabis consumers said they would like the ability to reorder with one click. Nearly as many (72%) would like to pre-order online, while two-thirds (67%) say delivery options are essential.

“Speed and convenience also matter, especially around the holidays when shoppers are juggling errands and short on time,” Del Priore notes.

Gearing Up for Green Wednesday

Like any business, thoughtful planning and analysis can make the difference between a successful retail cannabis promotion and a dud. To make the most out of Green Wednesday, Del Priore says that the “key is to think beyond one-day discounts and create an experience that keeps customers coming back after the holiday rush.”

“Retailers can use data and digital tools, like online menus, loyalty programs, one-click reordering, online pre-orders, and AI-powered recommendations, to make shopping easier, faster, and more personal,” Del Priore explains.

“Green Wednesday is also the perfect time to spotlight budtenders, who are the face of the dispensary,” he adds. “The survey found that 85% of shoppers would return to the same dispensary because of knowledgeable budtenders.”

Are Deep Discounts the Key to Success?

Despite the popularity of pre-Thanksgiving sales, some question the value of offering deep discounts before the holiday weekend. Ryan Hunter, chief revenue officer for Colorado cannabis manufacturing brand Spherex, says that “Green Wednesday discounting can be an impactful short-term promotion for retailers, but for brands, it can be counterproductive.”

“At Spherex, we always strive to be good partners with our retailers, and so we do support our retail partners with discounts on a selective basis,” Hunter writes in a statement to IgniteIt. “But, relying on discounts or a single day of promotions will never be a meaningful driver of long-term performance. Instead, we prioritize consistent and strategic year-round marketing programs.”

“If the past few years have taught us anything, it’s that sustainable businesses are built on strategic and consistent execution, not short-term hype,” he added. “That approach has served us well in Colorado, and we expect it will matter even more as the market continues to evolve.