MariMed and Curaleaf Expect Big Gains as Green Wednesday Demand Climbs

The day before Thanksgiving, aka Green Wednesday, is now one of the cannabis industry’s biggest days of the year. In 2023, sales spiked 52% on Green Wednesday compared to an average Wednesday, according to data from market analyst Headset. With sales rivaling the take on 4/20, retailers and brands have capitalized on consumers’ appreciation for mixing weed with the holiday season.

Green Wednesday 2025 looks to be no different as manufacturers and dispensaries gear up for the final weeks of the year.

Massachusetts-based MSO MariMed’s Thrive stores will be getting into the Green Wednesday spirit after the brand saw 80% increases for the day in 2024. This year, the chain is offering 20%-50% off the entire menu at its Delaware, Maryland, and Illinois locations from November 24 through November 30. Stores in Massachusetts and Ohio will have 30% off the whole store. All of MariMed’s top brands will be included in the savings, including Betty’s Eddies, Bubby’s Baked, InHouse, Nature’s Heritage, Vibations, and dozens of other handcrafted, premium lines available at Thrive stores.

Just in time for Green Wednesday, MariMed brand Betty’s Eddies has released a brand-new limited-edition winter seasonal flavor, Bundle Up Betty’s. Handcrafted with real cranberry, orange, and warming spices, the tasty treat infused with THC and CBD is now available in Maryland, Delaware, Massachusetts, and Illinois.

“Whether you’re toasting to the holidays or hunkering down for the cold months ahead, these tart, citrusy, and spiced fruit chews are designed to help you enjoy the spirit of the season,” a company spokesperson says about the new product.

Howard Schacter, chief communications officer at MariMed, says that consumers have embraced shopping for cannabis on the day before Thanksgiving.

“Green Wednesday has consistently been one of the most exciting and largest sales periods of the year for our Thrive retail stores, with a surge in customer traffic all that week as people stock up for the long holiday weekend,” he writes in a statement to IgniteIt.

With uncertainty about where the economy is headed, Schacter says the company’s 2025 promotions will offer added value compared to previous years.

“Consumer spending continues to be strained, so this year we’re going bigger than ever with deals that give our customers the opportunity to access our full menu,” he writes. “As a result, we expect higher transaction counts and average baskets during the week vs earlier weeks in November. At the same time, that spike usually results in relatively softer sales the following week because customers have purchased in bulk and it carries them for a little while.”

Curaleaf’s Green Wednesday Sales Doubled Last Year

Company data from Connecticut-based Curaleaf shows that last year, the company’s stores doubled their sales on Green Wednesday compared to the trend for that day of the week. The spike was driven primarily by increases in traffic and average transaction value, the company said, with Florida, Pennsylvania, and New Jersey accounting for the majority of the increases from the previous year’s baseline. Curaleaf’s flower sales last year saw reductions compared to 2023, while edible and vape categories saw increases.

Curaleaf’s Green Wednesday 2025 promotions include the Select brand Pumpkin Muffin 2-gram BRIQ vape. Or pick up the Holiday Milk or Holiday Cookies varieties, both featuring festive holiday-sweater-themed graphics on the hardware. Available at stores in Ohio, Florida, Utah, Illinois, Massachusetts, Maine, New Jersey, Missouri, New York, Nevada, Maryland, and Arizona.

These are but two of the retailers and brands offering Green Wednesday promotions this year. Check your local dispensary for the best deals for celebrating Turkey Day and the holiday weekend with weed.