Cannabis commerce platform provider Dutchie saw dispensaries on its platform process millions of transactions on November 27, 2024. Known by cannabis connoisseurs and industry veterans as Green Wednesday, the date is historically the second biggest sales day of the year, behind 4/20. Dutchie supported more than 6,500 legal cannabis dispensaries, helping cannabis consumers seamlessly purchase products to celebrate the “high holiday” or purchase gifts to accompany their Thanksgiving dinners.
Average dispensary sales increased 91% when compared to a typical Wednesday, and the average basket increased 9% to $70.80. In New York, dispensaries reported even higher averages, with adult-use baskets reaching $83.37 and medical baskets reaching $106.41. This was driven in part by increased Pay by Bank usage, a Dutchie payment product powered by Plaid, which increased the basket size on Green Wednesday by 32% compared to cash. While this was a huge Green Wednesday, 4/20 is still the largest day of the year, with 17% more 4/20 sales this year than Green Wednesday.
This year’s Green Wednesday was powered by Dutchie 2.0, an update released earlier this year designed to help dispensaries thrive in an increasingly competitive market.
“While not as well-known as 4/20, Green Wednesday is quickly becoming a premier cannabis holiday and a vital day of business for cannabis dispensaries. And as more Americans swap alcohol for cannabis, the popularity of Green Wednesday will just increase,” said Spencer Scott, Chief Revenue Officer of Dutchie. “Wednesday was a great day for our customers, and we are honored to play a part in their success.”
