"Adding to late November's ever-growing list of festivities and shopping promotions, cannabis brands are now marketing Green Wednesday: the day before Thanksgiving, when childhood friends reunite and presumably light up. And consumers are heeding the call: Green Wednesday is the second-largest holiday for cannabis behind April 20, said Joyce Sinali, co-founder of the Cannabis Media Council, a trade group that seeks to improve the public perception of weed."
"Green Wednesday is not a real holiday, said Jennifer Bartholomeo, a general manager of the Travel Agency, a New York dispensary chain. But if you think about it, you're traveling home to see your family, extended family is visiting and everyone is taking a walk with their cousin. And what do you think you're doing on that walk?"
"Green Wednesday is a relatively new term for a familiar phenomenon: Old friends get together in their hometown and party on the eve of Thanksgiving. As cannabis products became legalized across the US in the mid-2010s, the industry started using the term in marketing to encourage friends to head to local dispensaries to get their fix, Sinali said."
Green Wednesday is the day before Thanksgiving when friends reunite and often consume cannabis. Cannabis brands actively market Green Wednesday to prompt shoppers to visit dispensaries ahead of holiday gatherings. Green Wednesday is the second-largest holiday for cannabis behind April 20. The term gained traction as legalization expanded in the mid-2010s and dispensaries promoted themed products. Dispensaries report about 10–20% of customers on Green Wednesday are first-time shoppers. Typical behaviors include smoking during hometown walks and taking edibles to manage family-related anxiety. Green Wednesday is growing in popularity as some consumers substitute cannabis for alcohol during the holidays.
Read at www.mercurynews.com
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