Interview edited for clarity and length.
Interview by Quart Hellendrung
Introduction
I sat down with our digital strategy team to talk about Green Wednesday marketing. Often called cannabis’ Black Friday, it’s the midweek sales surge before Thanksgiving when shoppers stock up for the holiday, chase the year’s best deals, and prep for family gatherings. While 420 is still the single biggest day for many dispensaries, Green Wednesday has quickly grown into a full “retail week” moment that mirrors mainstream ecommerce: early teases, laddered offers, and a strong day-of push. The idea is simple: treat the holiday period like Fortune 100 retailers do: build anticipation, streamline the shopping path, and engineer higher basket sizes without sacrificing margin.
Joining me are two of Rank Really High’s experts:
- Gina Pastorello, Director of Digital Strategy, with over five years in the cannabis industry, she has helped dispensaries plan, optimize, and execute ecommerce strategies that turn key retail moments like Green Wednesday into major sales opportunities.
- Andrew Sharp, Digital Strategist, who’s been in the cannabis space for nearly nine years and brings firsthand experience from the retail side.
In short: 4/20 is the cultural tentpole; Green Wednesday is the operational and revenue engine that kicks off the holiday season. With the right mix of site updates, thoughtful promotions, and clean execution, it can rival your biggest days of the year.
Watch the Full Roundtable
How early should dispensaries start planning their Green Wednesday marketing strategy?
Andrew: Ideally, wrap planning by the end of the previous quarter. The earlier you start, the more smoothly everything will run.
Gina: I always tell clients to enter Q4 with a framework that spans Halloween through New Year’s. When your Green Wednesday marketing fits into a broader seasonal plan, you avoid last-minute stress and run a calmer, more organized operation.
When is the best time to launch Green Wednesday promotions?
Gina: Start teasing offers by late October. From November 1, go all in — update your homepage banner, highlight specials, and publish a blog previewing what’s to come. If you’re running a “Green Month” campaign, start even earlier.
Andrew: Use loyalty first. Send early previews or exclusive offers to your loyalty members before the rush — it builds momentum and rewards your best customers.
Gina: Add something simple and engaging, like “First 100 orders get double points.” It’s easy to execute and creates urgency.
What data should guide Green Wednesday marketing decisions?
Andrew: Everyone discounts heavily that week, so protect your margins by engineering higher basket sizes. Use spend-and-save tiers, product bundles, and add-on thresholds to drive growth without giving away too much.
Gina: Focus on recent data. Look at the last 30 days or last quarter to see what’s selling by category and brand. If your data shows lots of new shoppers, create discovery sets that help them explore confidently.
How should dispensaries approach Green Wednesday compared to the rest of retail week?
Gina: Think of it as a ladder. Early in the week, highlight product-specific deals. On Green Wednesday itself, keep it simple — “20% off storewide” or “Buy one, get one half off.” Simplicity keeps lines moving and reduces confusion.
Andrew: Operational flow is everything. Avoid complicated discounts that require staff to do math. Use clean, temporary price changes in your POS to keep things fast and consistent.
What website updates matter most for Green Wednesday marketing?
Gina: Update your homepage carousel and hero banner with Green Wednesday-specific offers. Feature seasonal collections like “Thanksgiving Favorites” or “Pre-Rolls for the Walk.” Create themed, shoppable content that links directly to those products.
Andrew: Reduce friction. Add a clear “Shop Green Wednesday Deals” entry point in your header and make sure every email or text links directly there. Rename collections to match search intent — terms like “Thanksgiving weed deals” or “Green Wednesday cannabis specials” work well.
Gina: Publishing a preview blog not only builds SEO but also gives shoppers a reason to visit your site before the big day.
How can dispensaries feature brands more effectively during Green Wednesday?
Andrew: Pair your online brand spotlights with in-store activations. For example, a “Turkey Day Essentials” feature can connect a partner brand to both digital and in-person experiences.
Gina: Have fun with it. Seasonal tie-ins, like highlighting “green” brands for Green Wednesday, create personality and open up collaboration opportunities.
What are your tips for naming specials for visibility?
Andrew: Keep names simple, clear, and keyword-aligned. Use phrases like “Green Wednesday cannabis deals,” “Thanksgiving weed specials,” or “holiday dispensary offers.” Short, skimmable language performs best.
Gina: Back it up with a specials preview blog and internal links to shoppable collections — that’s a small step that can deliver a big SEO lift.
If a dispensary only has a week or two left to prepare, where should they focus?
Andrew: Finalize your specials, lock in your communications schedule, and tighten your website entry points. Those three steps will do the most heavy lifting for your Green Wednesday marketing.
Gina: Treat it like triage — visibility first, then ease of shopping.
After Green Wednesday, what should teams measure and how should they re-engage?
Andrew: Retarget new customers 7–14 days later with a bounce-back offer before December hits. Review what performed well and reuse the best promotions for upcoming holidays.
Gina: Analyze your order volume by time of day. If mornings were slow, plan a doorbuster next time to smooth traffic throughout the day.
Andrew: Custom, seasonal products that tie into the theme also perform incredibly well, they make your Green Wednesday marketing feel unique and memorable.
Quick-Fire Round
Quart: If Green Wednesday were a video game, what would it be?
Gina: Mario Kart — a wild, fast ride where you fill your cart and dodge chaos.
Andrew: Thanksgiving Dash — I love alliteration.
Quart: What’s one mistake dispensaries should stop making before the holidays?
Gina: Waiting until the last two weeks to plan. A written plan keeps you calm and confident.
Andrew: Forgetting to update Google Business Profile hours — it’s an easy fix that prevents lost traffic.
Quart: Finish the sentence: “A successful Green Wednesday is all about…”
Gina: Strategy, timing, and authenticity — plus content that’s both shoppable and educational. It’s also a chance to give back through local causes or food drives.
Andrew: Efficiency — smooth checkout, clear signage, and an experience that makes even waiting in line feel fun.
It was a pleasure sitting down with our digital strategy team to talk all things Green Wednesday marketing and retail week prep. From homepage updates to loyalty exclusives and simple, high-impact specials, the message was clear: planning early pays off.
Here’s to a smooth, high-performing Green Wednesday and a profitable retail week ahead.