It’s not just Friday, either. The day before Thanksgiving also sees lines at dispensaries. The Washington data set analyzed by Scott’s firm found sales were up 27 percent across the board, leading Headset to dub it Weed Wednesday. Appropriately for the holiday, sales were driven by food and drink consumption; dispensaries sold 58 percent more edibles and 72 percent more beverages than on an average Wednesday. Memorial Day and the Fourth of July showed similar spikes in food and beverage dispensary purchases.

“It looks like people stock up before the holiday on products that are easy to share amongst friends and family,” said Headset Chief Technology Officer Scott Vickers. “These products also allow inconspicuous consumption so could be used to relieve the monotony or tension of some family get-togethers where cannabis is frowned upon.”

At Denver-based dispensary Kaya Cannabis, promotions started Monday and will run through Wednesday, Chief Executive Officer Amanda Gonzalez said. In 2015, Gonzalez saw more sales on the days leading up to Thanksgiving than on Black Friday—a fact she attributes to sheer competition from non-cannabis retailers on the infamous shopping day.