As more and more of the U.S. rushes to embrace cannabis, the drug seems to be working its way into all aspects of our lives and culture. Now we’re even seeing the generation of a new shopping day: Green Wednesday. The day before Thanksgiving has become a major cannabis sales day as consumers rush to purchase the drug for use at holiday gatherings.

A new survey from vertically integrated cannabis company Ayr Wellness and market research firm Suzy found that 90 percent of cannabis consumers plan to buy as much Thanksgiving weed on Green Wednesday as they did last year. Notably, 24 percent of respondents said they would be purchasing more cannabis than they did last year. Around 70 percent said they would be purchasing cannabis to share with friends and family on Thanksgiving. The survey was conducted nationally and involved more than 1,600 participants.

This is significant, considering the very different economic landscape in which we find ourselves in 2022. While consumers are making major cuts to their budgets in other areas, it seems they are willing to continue spending money on cannabis. It also seems to suggest that cannabis has become a regular part of the holiday.

“This survey is reaffirming to Ayr, and the industry, that cannabis isn’t a luxury purchase for consumers but an essential good they’re incorporating into their holiday rituals,” Jonathan Sandelman, founder and CEO of Ayr, told Forbes. “Whether you’re sharing cannabis with friends and family or coping with family drama, data shows that ‘Danksgiving’ is going mainstream.”

According to the survey, cannabis consumers expect to spend $112 on average during the holiday season. Nearly a quarter of all respondents said they plan on spending more than $100 on holiday marijuana this year.

It also seems that many consumers will be switching from alcohol to cannabis for their holiday festivities this year. Around 65 percent said they would be substituting pot for alcoholic drinks. More than 30 percent of respondents said they will be serving cannabis-infused food at Thanksgiving dinner.

Most importantly, it looks like cannabis has a role to play in making stressful family get-togethers a little more bearable. Nearly a quarter of respondents said they’d be using cannabis on Thanksgiving to cope with “family drama.”

The gaining popularity of Green Wednesday has not escaped the notice of cannabis companies, and some local retailers will be providing sales and specials to drive even greater profits this year. So make sure to head down to your favorite dispensary and see if the savings make it worth stocking up.

“As stigmas continue to break down, we look forward to the day when cannabis will be as synonymous as pumpkin pie for Thanksgiving,” said Sandelman.