As cannabis continues its annual run of increasing acceptance at the Thanksgiving dinner table, Green Wednesday has solidified itself as a reliable top sales day every year. Last week we looked at patterns from 2024, this week we’re looking at what changed in 2025.
Of the six markets we analyzed, New York, New Jersey, Massachusetts on the East Coast and Ohio, Illinois and Missouri in the Midwest, every market with the exception of Massachusetts experienced overall growth in terms of dollars sold on Green Wednesday. However that doesn’t tell the whole story as this overall growth wasn’t specific to Green Wednesday. These five markets’ trend lines show overall growth in the full month of November when compared to 2024. Massachusetts remained flat year over year, a sign of things to come for New York and New Jersey.
Next, we compared the sales lifts of Green Wednesday when compared to an average Nov sales day in 2024 versus 2025. In 2025, the average sales lift in every market except New Jersey decreased. Green Wednesday outperforming the rest of the month by a lower rate aligns with the trend we observed with many retailers running much deeper discounts on Green Wednesday this year in order to compete on one of the busiest days of the year.
The regional trend continued in 2025 when comparing Green Wednesday to Black Friday. In the Midwest states like Ohio, Illinois and Missouri, Green Wednesday continues to only slightly nudge out Black Friday while in the East Coast markets of New York, New Jersey and Massachusetts Black Friday usually drops off, looking more like a regular weekend day.
