As more traditional retailers gear up for door-crashing sales days like Black Friday and Cyber Monday, the cannabis community is gearing up for another day: Green Wednesday.
Green Wednesday, or “Weed Wednesday” happens the Wednesday before Thanksgiving; it’s a day for everyone to stock up on their cannabis products of choice before entering into the fun, family-filled holiday season.
A Celebrated Day for Sales in Cannabis
For some companies like the delivery service Eaze, Green Wednesday is the second-largest sales day after 4/20, which isn’t something that other industry players should ignore. In 2017, the delivery platform saw a 98% increase in deliveries over any regular Wednesday of the year. For the new cannabis holiday, Eaze will be offering a major site-wide discount with 40% off products in every category.
Caliva, a San Jose based retailer saw sales for both Weed Wednesday and Black Friday double over regular sales days. Caliva prepares for the holiday season by ensuring inventory is high to serve the needs of those stocking up for the holiday weekend. “Were well stocked for the holidays because we know people count on our products to help them keep their stress levels low, to inspire good dinnertime conversation, to stimulate their appetites, to remedy their hangovers, to get a good laugh out of grandma and to kick back and relax while they have some time off,” said Rosie Rothrock, VP of Marketing at Caliva.
Making New Family Traditions
Some cannabis brands are using the holidays to engage new consumers, especially Baby Boomers. California Dreamin’, a brand offering a low-dose cannabis soda is launching Parents Appreciation Week. Between November 18 and 25, customers who bring a parent into a California dispensary and buy 2 bottles of the cannabis soda will get the third bottle for a penny, and a code for a free “I got my [Mom/Dad/Parents] high” t-shirt.
“Baby Boomers are the fastest growing segment of the cannabis market, but there is apprehension when buying cannabis products,” said Jonathan Bishop, VP of Marketing at California Dreamin’, “We wanted to create an event that takes away the stigma of purchasing marijuana for older adults.”
The holiday week is perfect for families to discuss cannabis as more evidence emerges about the medical and therapeutic benefits of cannabis, especially later in life.
Dispensaries are making sure they offer products that offer discretion and convenience as people embrace moments to “step out” during holiday events. Items like Caliva’s Toasties are a huge seller as they offer discretion looking no different than a cannabis cigarette. Retailers offer up seasonal teas and drinks, in-store demos with different brands like Dosist, product specials, and holiday games to keep the fun around the holiday table.
With California legalizing this year, all brands are expecting a strong upswing in sales on Weed Wednesday and the subsequent days of Black Friday and Cyber Monday. Eaze reports that deliveries went up 23% on Cyber Monday as opposed to other Mondays, and they expect their largest increase yet with California’s legalization.
We can expect soon that Canada will follow suit, with Black Friday and Cyber Monday catching on up North, where nationwide legalization will be sure to create a new niche market for “Weed Wednesday” as the markets level out and are able to engage customers with creative sales.
Looking For Deals?
Cannabis Deals for Weed Wednesday, Green/Black Friday!
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Use code: TDAY18 at checkout.
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