What may have started as a clandestine walk with the cousins on Thanksgiving has burgeoned into a full-fledged retail holiday for the cannabis industry. The Wednesday before Turkey Day has become one of its busiest for Massachusetts' adult-use cannabis market, second only to April 20, aka 420 day.
It is playfully known as "the cousin walk" on Thanksgiving, said Meg Sanders, CEO and cofounder of Canna Provisions, when younger members of a family embark on a jaunt to the mailbox or take the dog for a walk as a pretense to partake in some weed.
"That colloquialism has now gained more mainstream understanding . . . grandma's eating gummies or drinking a seltzer and everybody's having a good time and hopefully a lot calmer than on previous Thanksgivings," Sanders said.
The state's dispensaries saw $7.9 million in gross sales during last year's Green Wednesday, which fell on Nov. 27, 2024, according to the Cannabis Control Commission. In that week surrounding Green Wednesday 2024, cannabis flower and pre-rolled joints dominated the sales, bringing in $22.7 million in gross sales for the dispensaries, according to the commission. That figure was followed by vaping products and then edibles, which brought in $8.5 million and $4.8 million in sales, respectively.
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