(CNN) — If the guests at your Thanksgiving table this year are a bit moonier than usual, don’t assume they ate too much turkey. And if they seem extra enthused about digging into pie after a filling meal, well —

Adding to late November’s ever-growing list of festivities and shopping promotions, cannabis brands are now marketing “Green Wednesday:” the day before Thanksgiving, when childhood friends reunite and presumably light up. And consumers are heeding the call: Green Wednesday is the second-largest holiday for cannabis behind April 20 , said Joyce Sinali, co-founder of the Cannabis Media Council, a trade group that seeks to improve the public perception of weed.

“Green Wednesday is not a real holiday,” said Jennifer Bartholomeo, a general manager of the Travel Agency, a New York d

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