Happy Green Wednesday, everyone.
We hope all our American readers are getting some time off this week to go on a cousin walk. As a heads up, we’ll be off tomorrow and Friday.
See you on Monday here - and then we’ll see many of you in Las Vegas!
-JB, JR, ZH, NM
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💡What’s the big deal?
GREEN WEDNESDAY
Green Wednesday’s becoming a real cannabis holiday 🦃
It’s Green Wednesday, one of the biggest cannabis sales days of the year, behind only 4/20.
It’s also become something of an informal brand holiday for cannabis companies. There’s holiday-themed product drops, articles about “cousin walks” in the Wall Street Journal, and thousands of people buying discounted weed across the country.
The numbers: Cannabis companies saw a noticeable uptick in sales last year.
Tech company Dutchie said average dispensary sales increased 91% compared to a typical Wednesday, and average basket sizes — how much customers pay at the register — increased 9%. Curaleaf reported that Green Wednesday sales doubled their Wednesday baseline. One New York City dispensary said same-store sales increased 20%, just over halfway through the day.
And New York State cannabis regulators said dispensaries sold $29 million worth of cannabis on Green Wednesday last year, and there’s more dispensaries open in the state now.
Cannabis dispensaries and brands need to nail Green Wednesday. It’s a big opportunity.
Our take: We’re all for it.
Cannabis and Thanksgiving go hand-in-hand. We’d love to see cannabis further normalized on the back of America’s favorite non-denominational holiday.
Hanging out with friends and family, stuffing your face with turkey, and falling asleep before 10PM… that’s what cannabis is made for.
-JB
📣 Quotable
"With hemp and marijuana facing the same federal dysfunction and uncertainty, the entire cannabis sector is positioned to align on a consolidated strategy to achieve the shared goal of a science-based framework that supports all legitimate businesses working with the same plant," wrote Adam Rosenberg of the National Cannabis Industry Association and attorney Eric Berlin of Dentons in an op ed for Marijuana Moment.
The two argue that the recent hemp ban could serve as a wake up call for two segments of the industry that have often been at odds.
⏩ Quick hits
California's State Auditor finds cannabis grant fund lacked preparedness 😵💫
The California Auditor released its report on cannabis business licensing last week. It said that the state's business grant fund fell short of its expectations in terms of how it assisted businesses. The report included a recommendation that the Department of Cannabis Control publicly report expenditures from the grant fund and develop standard operating procedures to reduce risk of fraud, abuse, or waste.
Governor Kathy Hochul signs a bill to lower medical cannabis tax 💰
Gov. Kathy Hochul signed Assembly Bill A4759A this week, which eliminates the excise tax on medical cannabis, allows out-of-state cannabis patients to access the program, and lowers the age of legal medical home grow to 18. The bill was first filed in February.
Supreme Court Justices to meet and consider legalization case 🧑⚖️
The Supreme Court announced a closed-door meeting on Dec. 12 during which the justices will consider whether or not to take up the Canna Provisions/Verano lawsuit filed in Massachusetts. The plaintiffs argue that under the Commerce Clause of the U.S. Constitution, the federal government has no right to continue keeping cannabis illegal.
STOREFORCE*
Smarter cannabis retail scheduling with StoreForce
Running a cannabis store means dealing with a lot of moving parts. One day you're short-staffed during a rush, the next you're overstaffed when things are quiet.
Managers often rely on spreadsheets or past habits to build schedules, but that only gets you so far.
StoreForce helps you stay ahead by showing real-time sales and traffic patterns, so you can adjust staffing before problems happen.
If Fridays are picking up or a promo is driving more foot traffic, you’ll know right away and can shift coverage to match. It also connects directly with your POS, so you’re not waiting until next month to see how things went.
You’re making smarter decisions daily.
StoreForce helps you schedule your best people at the right times, control labor costs, and create a better experience for every customer who walks through the door.
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🧪 Science & research
Parabola Center finds its messaging can be effective 🎥
The Parabola Center for Law and Policy and RTI International found that survey participants were more likely to support cannabis policies that benefitted the victims of the War on Drugs over tobacco, alcohol or pharmaceutical companies after watching six Parabola Center-produced videos. The social equity-focused organization presented the findings as an example of how public awareness campaigns could be used to influence the public about cannabis policy.
🎉 Catch up
The 2025 Cultivated Thirty Thirties
Cultivated Thirty Thirties 2025 powered by the White Ash Group celebrates the rising leaders shaping the future of the cannabis industry.
From October 1 to October 24, we accepted nominations from across the sector — spotlighting innovators, entrepreneurs, advocates, and change-makers under the age of 40.
A panel of industry experts and Cultivated editors carefully reviewed submissions against clear criteria, including industry impact, leadership and influence, community contribution, and future potential.
The final list of thirty are below and are being recognized for not only making their mark today but also driving the cannabis industry forward into tomorrow. The list includes leaders and innovators up and down the cannabis supply chain in markets throughout North America and the world.