As Thanksgiving approaches, a new trend is emerging alongside traditional holiday preparations: cannabis brands are promoting “Green Wednesday,” the day before Thanksgiving. This initiative encourages consumers to visit dispensaries and purchase cannabis products as they prepare for family gatherings. According to Joyce Sinali, co-founder of the Cannabis Media Council, Green Wednesday has quickly become the second-largest holiday for cannabis sales, following April 20.
Emergence of Green Wednesday
The term “Green Wednesday” reflects a growing cultural phenomenon where friends reunite before Thanksgiving and celebrate with cannabis. Jennifer Bartholomeo, general manager of the Travel Agency, a dispensary chain in New York, notes that while it may not be an official holiday, it aligns with social traditions. “When 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. What do you think you’re doing on that walk?” she explained.
Since the legalization of cannabis in various states throughout the United States in the mid-2010s, the industry has capitalized on this pre-holiday moment. Sinali mentions that many dispensaries see a notable influx of customers on Green Wednesday, with approximately 10 to 20% being first-time shoppers. The trend has grown particularly appealing to individuals who may prefer cannabis over traditional alcoholic beverages.
Cannabis vs. Alcohol: A New Thanksgiving Tradition
As attitudes towards cannabis shift, more families are opting for cannabis products during Thanksgiving. Will Cohen, co-founder of the Jewish cannabis brand Tokin’ Jew, recalls when the day was informally known as “Blackout Wednesday,” a time for heavy drinking. Now, he observes a shift where cannabis and alcohol are competing for attention. “We’d rather take a gummy, chill out, and watch a movie,” said graduate student Kara Dickson, who visited the Travel Agency’s Union Square location to stock up for the holiday.
Many families are adapting their holiday traditions. Instead of sharing cocktails, some are now sharing cannabis edibles or pre-rolls. Cohen describes smoking as a ritualistic act that fosters connection among family members, similar to the tradition of sharing what they are thankful for at dinner. He emphasizes that younger generations, as well as older ones, are increasingly open to cannabis use during family gatherings.
The growing acceptance of cannabis among families has led to new ways of bonding. For instance, the “cousin walk” has become a common phrase to describe the discreet moments younger relatives share to partake in cannabis outside the main gathering. “It’s a way to bond,” Cohen said, adding that it often turns into a moment of shared experiences and discussions about family dynamics.
As Thanksgiving nears, the blending of cannabis into holiday traditions signifies a broader change in societal norms. Many individuals are reflecting on how their family dynamics have evolved, with some like Dickson expressing surprise at being able to share these experiences with their parents. “I may or may not have gotten caught in high school partaking, and they totally lost it on me,” she shared, noting how her family has come to embrace cannabis as part of their holiday celebrations.
This year, as families gather to celebrate Thanksgiving on November 23, 2023, the addition of cannabis to the festive atmosphere is becoming increasingly mainstream. With brands actively promoting Green Wednesday, it appears this modern twist on an age-old tradition is here to stay.
