As shoppers head out to prepare for Thanksgiving and participate in Black Friday sales, data from two firms show consumers may be upping their purchases of marijuana products as well.
Data from Seattle-based Headset reveals that 2018 sales on “Green Wednesday” – the day before Thanksgiving – increased 63% over the average Wednesday.
And Santa Cruz, California-based Jane Technologies – which operates an online marketplace where consumers can shop for cannabis – found that 2018 Black Friday sales were up 62% over the average day.
These findings play into a wider trend of consumers purchasing marijuana products as gifts as part of their holiday celebrations.
Headset tracked data from recreational stores in California, Colorado, Nevada and Washington state, where 2018 Green Wednesday sales were $6.8 million higher than other Wednesdays.
In those states, cannabis-infused beverages showed the greatest increase, climbing 101%. Edibles also showed solid increases, up 85%.
Jane Technologies analyzed Black Friday data from recreational and medical marijuana stores in California and Washington state.
Extract, or concentrate, sales in those markets increased by 159% versus the average day, followed by flower at 101% and edibles at 71%.
As for why marijuana product sales would increase during the holiday week, Jane Technologies Chief Financial Officer Howard Hong believes it’s simply consumers adding to their overall celebration and revelry.
“(Thanksgiving) is a holiday that includes family, social, food, celebration, etc. Our highest (sales) holidays – Thanksgiving, New Year’s Eve, Christmas, July 4th – they are all very social,” he said.
Another motivation for cannabis consumers to make purchases on or around holidays: discounts.
Headset reported that average Green Wednesday discounts in 2018 across all products in the states it tracks increased 5% over the average Wednesday – giving consumers an extra incentive to make purchases.
Despite sales increases seen over Thanksgiving week and other holidays, data shows that sales on traditional holidays pale in comparison to those on the unofficial marijuana holiday, 4/20.
Jane Technologies reported that although 2018 Black Friday sales increased by more than half over the average day, 4/20 sales in 2019 were 89% greater than 2018 Black Friday sales.
Maggie Cowee can be reached at firstname.lastname@example.org