Green Wednesday is growing to become one of the most important days in cannabis retail, and so is preparing a good Green Wednesday marketing strategy. Often called the Black Friday of cannabis, it falls on the Wednesday before Thanksgiving and marks the start of a massive retail week that includes Black Friday, Small Business Saturday, and Cyber Monday.
While 4/20 may always be the industry’s biggest single day, Green Wednesday is catching up fast. Dispensaries that plan ahead, build momentum, and optimize their websites have the opportunity to make it one of their highest-performing weeks of the year.
Here’s how to prepare, based on insights from Rank Really High’s digital strategy team.
1. Plan Early, Promote Early
The most successful Green Wednesday marketing campaigns start with early preparation. Ideally, dispensaries should finalize their holiday strategy by the end of Q3 so they can enter Q4 ready to execute across multiple retail moments, including Halloween, Green Wednesday, Black Friday, Christmas, and New Year’s.
Promotions should start teasing in late October, with full campaigns going live by November 1. Email and SMS are essential tools here, but loyalty programs can give early access to your best customers.
A simple “doorbuster” mechanic, like double points for the first 100 orders, creates urgency and rewards loyal shoppers without much extra work.
“Teasing deals early and rewarding loyalty members first keeps excitement high and your audience engaged long before the rush,” says Gina Pastorello, Director of Digital Strategy at Rank Really High.
2. Let Data Drive Your Decisions
The key to a profitable Green Wednesday isn’t just running discounts; it’s using data to guide how and where you offer them.
Look at your most recent 30-90 days of sales data to identify which products and categories are performing best. Inventory changes quickly in cannabis, so recent performance is more reliable than last year’s results.
Design promotions that grow basket size rather than just cutting prices. Spend tiers, bundles, and add-on offers (like “Spend $100, get $10 off”) can raise your average order value while maintaining strong margins.
3. Think Beyond the Day, Plan for the Week
Green Wednesday may be the focal point, but the real opportunity lies in the full retail week that surrounds it. Many dispensaries now run “Green Week” or “Green Month” campaigns that build anticipation with smaller category-based specials leading into one major day-of-sale.
Simple, storewide discounts on Green Wednesday, like “20% off everything”, are easier for staff and faster for customers. Complex, stackable deals often slow down operations and confuse buyers during high-traffic days.
Smooth checkout and quick service should be priorities. When possible, set temporary price changes directly in your POS rather than relying on manual discounts at the register.
“Operational efficiency is everything,” says Andrew Sharp, Digital Strategist at Rank Really High. “Keeping promotions simple helps your team stay focused on delivering a great experience, even when lines are out the door.”
4. Optimize Your Website for Discovery and Conversion
Your Green Wednesday marketing starts online, often with customers searching for deals before they ever step foot in-store. Your website’s homepage and navigation should reflect that.
Make sure your homepage includes:
• A clear hero banner promoting your Green Wednesday or retail week specials.
• An updated specials carousel that highlights active offers.
• Easy “Shop the Deals” entry points for quick access.
• Themed collections or featured brands, like “Thanksgiving Essentials” or “Pre-Rolls for the Walk.”
Adding a specials preview blog can also boost SEO and bring organic traffic from searches like “Green Wednesday cannabis deals” or “Thanksgiving weed specials.” Include shoppable links or embedded product sliders to help customers buy directly from your content.
In addition to updating your website, update your Google Business Profile hours early to ensure customers see accurate holiday schedules.
5. Post-Green Wednesday: Review, Retarget, Repeat
Once the week is over, use your data to inform what comes next.
• Analyze peak hours to identify when your store saw the most orders. These insights can help you plan next year’s promotions and schedule doorbusters to drive traffic during slower periods.
• Retarget new customers within two weeks with an incentive to return before December.
• Repeat what worked. If certain promos or featured collections performed well, reuse them for Christmas or New Year campaigns.
Green Wednesday Marketing Success in a Nutshell
Success on Green Wednesday comes down to strategy, timing, and simplicity. Plan early, use your data, and make shopping fast and fun for customers.
Treat it like a full retail week, not just one day. Keep promotions clear and easy to manage. And remember, it’s not just about driving sales, it’s about creating experiences that keep customers coming back through the rest of the season.
Keep Learning
Want to hear how leading ecommerce experts break down Green Wednesday strategy from planning to execution? Check out our Green Wednesday Roundtable Recap, where industry pros share their insights on building a strong retail week from start to finish.
Ready to put your numbers to work? Continue the series with Turning Data into Decisions: Using Analytics for Green Wednesday Marketing Success, and learn how to use performance data to drive smarter holiday campaigns.