The day before Thanksgiving, often referred to as “Green Wednesday” in the cannabis industry, saw a record number of sales once again. According to data collected by Jane Technologies, recreational sales on Nov. 22 reached $9,209,061.73—an 18.12% increase from Green Friday sales data in 2022, which landed at $7,795,803,80 last year.

Adult-use cannabis sales on Nov. 22 had also increased by 90.5% in comparison to sales on the three previous Wednesdays, including Nov. 1, Nov. 8, and Nov. 15, which collected a total of $4,833,890.74.

In products for Green Wednesday sales, flower led the way with the most sales, clocking in at $3,352,845.91, followed by vape-related products at $2,533,166.62, edibles at $1,207,840.33, pre-rolls at $963,026.92, and lastly, extracts with $448,520.89.

According to its website, Jane Technologies serves dispensaries in Arizona, Arkansas, California, Colorado, Connecticut, Florida, Illinois, Louisiana, Maine, Maryland, Massachusetts, Michigan, Minnesota, Nevada, New Hampshire, New Jersey, New York, North Dakota, Ohio, Oregon, Pennsylvania, Rhode Island, Vermont, Virginia, and Washington. Among these, the states with the highest sales revenue included Illinois ($2,868,215.31), California ($1,084,388.39), New Jersey ($880,127.66), Maryland ($758,727.23), and Washington ($709,599.95).

Jane Technologies CEO and Cofounder, Socrates Rosenfeld, said in a press statement to Business of Cannabis that the cannabis industry’s future is continuing to grow.  “As we approach 2024, the US cannabis industry finds itself at an exciting point in time. With the government’s recent actions on issues like SAFER and rescheduling, the end of cannabis prohibition has never felt closer to becoming a reality,” Rosenfeld said in a press release. “With future consumer growth expected to be exponential and large mainstream brands anticipated to enter the space, current Industry operators must continue to invest in scalable solutions to remain competitive.”

Medical cannabis sales on Green Wednesday, however, continue to drop. While medical sales reached $8,166,102.75, it was an 11.1% decline compared to last year’s sales at $9,191,493.38.

Product popularity was similar to that of adult use sales, with a slight variation. Medical cannabis flowers reached $3,922,135.11, followed by vape-related products at $2,174,895.66, edibles at $896,241.66, extracts $592,565.12, and lastly, pre-rolls at $327,542.51.

The states with the highest collection of sales varies a bit more than that of the adult-use sales, with Pennsylvania in the lead ($2,577,176.05), followed by Florida ($1,229,439.36), Ohio ($756,845.71), Maryland ($585,176.82), and Virginia ($561,534.87).

Black Friday reports are still rolling in, but traffic was high in many markets. Reports from Michigan show long lines and interest for special deals, according to Levels general manager Drew McCarthy. “Black Friday is a big stressful day, after a big stressful day,” said McCarthy. “So, we wanted to give back to people and be able to have them not just take back the product they bought, but something extra to go and share with people around them and kind of go and promote that holiday spirit.” 

According to BDSA data analyst Brendan Mitchel-Chesebro, Black Friday weekend continues  to reflect increased interest and traffic. “Black Friday consistently experiences the highest surge in cannabis sales of any holiday, other than 420,” Brendan Mitchel-Chesebro said, according to The Fresh Toast. “These insights are important for retailers looking to optimize their holiday strategies. By preparing for increased foot traffic with increased staff and an ample supply of popular products instead of leaning into promotions, retailers will win with consumers this holiday season.”

Green Wednesday and Black Friday continue to be one of the major cannabis sales holidays of the year. This year, some state cannabis agencies joined in to promote sales and support. The California Department of Cannabis Control (DCC) posted on social media to deter black market sales and encourage legal sales. “Don’t follow the hordes of shoppers today! Friday shop smart, shop licensed cannabis,” DCC wrote online. “To find your nearest licensed retailer please visit: https://search.cannabis.ca.gov/retailers.”

The New York State Office of Cannabis Management (OCM) shared efforts to support cannabis dispensaries as small businesses.” While you grab some #BlackFriday deals, take note from #NYCCB member, Hope Knight and support #SmallBusinessSaturdays at one of your local dispensaries,” OCM wrote. 

Additionally in Connecticut on Thanksgiving Day, liquor stores were closed and other stores that sell alcohol and were open on that day were not permitted to sell alcohol. However, the Connecticut Department of Consumer Protection issued a notice stating that cannabis sales are permitted on Thanksgiving.

The holiday season is also the time of year we begin to see cannabis brands offering support to local communities. Puff Cannabis handed out an estimated 2,500 turkeys this year for people in need, which was twice the amount that the brand gave out in 2022. “The goal of Puff Cannabis Company from the beginning has been to offer top- notch cannabis products while building a knowledgeable and customer-focused team,” said Puff Cannabis founder Justin Elias. “We are honored to have grown to 12 dispensary locations throughout Michigan in only four years, with many locations on tap to open in 2024.”

MariMed, which operates in Massachusetts, Maryland, Illinois, Ohio, and Delaware, announced that it would be donating 800 turkeys this year as well. “Doing our part to support the communities we serve is an important part of MariMed’s mission to improve people’s lives every day,” said MariMed CEO Jon Levine. “This is the third consecutive year of our Thanksgiving turkey giveaway, which has become a wonderful tradition that our entire MariMed family rallies behind. We’re proud that we can help ease the financial burden for so many people at this time of year.”

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