What may have started as a clandestine walk with the cousins on Thanksgiving has burgeoned into a full-fledged retail holiday for the cannabis industry.

The Wednesday before Turkey Day has become one of its busiest for Massachusetts’ recreational cannabis market, second only to April 20, aka 420 day.

It is playfully known as “the cousin walk” on Thanksgiving, said Meg Sanders, CEO and cofounder of Canna Provisions, when younger members of a family embark on a jaunt to the mailbox or take the dog for a walk as a pretense to partake in some weed.

“That colloquialism has now gained more mainstream understanding … grandma’s eating gummies or drinking a seltzer and everybody’s having a good time and hopefully a lot calmer than in previous Thanksgivings,” Sanders said.

The state’s dispensari

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