It’s officially November, meaning the holidays are upon us. Americans are collectively preparing for their Thanksgiving and harvest festivities, sure to be jam-packed with tasty food, family fun and… weed? You read right: According to a new survey, cannabis will definitely be a part of the late-November holiday for many Americans.
Vertically integrated U.S. multi-state cannabis operator Ayr Wellness and global market research platform Suzy conducted the study in October 2022, surveying more than 1,600 Amerians on their cannabis consumption habits and purchasing patterns in relation to the holidays and Thanksgiving.
“Findings suggest that cannabis is no longer a mere “little luxury,” but rather a consumer staple Americans are willing to regularly spend on,” Ayr states in a news release.
The survey first examined cannabis shopping and Thanksgiving, finding that 90% of cannabis consumers plan to purchase the same amount of cannabis, or more than usual, for the holiday season. Many are spreading the wealth, as 70% of those stocking up on cannabis are also taking their friends, family and chosen family into account. Twenty-four percent of cannabis consumers also reported they will spend $100 or more on cannabis for Thanksgiving.
Many consumers are also integrating cannabis directly into the holiday festivities, with 34% reporting they will likely serve infused foods on the holiday. While a tall glass of wine, a seasonal brew or even a glass of eggnog might have been the go-to in year’s past, 65% of those consuming cannabis on Thanksgiving said it will replace alcohol this year.
Thanksgiving is often a family affair, though 54% said they plan to consume cannabis with friends during the holiday. Though, 24% also reported they would be consuming cannabis on Thanksgiving to deal with family drama.
At this point, we’re well aware of the shopping focused “holiday” that follows Thanksgiving, Black Friday, but the Wednesday before has also shifted into its own, canna-centric holiday over the years. “Green Wednesday” as it is now known has become one of the highest-grossing cannabis sales days of the year.
Data released by Akerna in January 2022 found that April 20 was the highest grossing cannabis sales day in the U.S. in 2021, at $111.8 million, followed by Black Friday at $99 million and Green Wednesday falling slightly behind at $98.2 million. The fourth-highest sales day points once again to the changing holiday traditions embracing cannabis: It was the Thursday before Christmas, December 23, at $94 million.
The survey also examined Green Wednesday, finding that 55% of consumers plan to purchase or consume cannabis that day. Of those planning to buy on Green Wednesday, 32% are spending more than $100, and 40% of those buying on Green Wednesday are purchasing for themselves and for gifts. Flower is still king in this regard, as 55% of consumers buying on Green Wednesday plan to buy flower.
Jonathan Sandelman, founder and CEO of Ayr, nodded to the shift in holiday traditions, as many consumers and families embrace cannabis as an integrated part of the holiday season.
“Cannabis is increasingly becoming an integral part of Americans’ holiday celebrations, with the average consumer anticipating they’ll spend $100 or more on products to enjoy, gift or share with others,” Sandelman said. “As stigmas continue to break down, we look forward to the day when cannabis will be as synonymous as pumpkin pie for Thanksgiving.”
It appears these attitudes aren’t limited to holiday family affairs, either. While it’s an oft-cited joke that folks might get a little too tipsy with one too many drinks at a holiday party, a 2022 Price4Limo survey found that 14% of respondents had attended a work party while high on cannabis.
Some cannabis brands are already thinking ahead, too. Kiva Confections is back with its cannabis-infused gravy, which first debuted in 2019, available at dispensaries across California for $5. TSUMo Snacks also added two new seasonal products to its roster of savory infused snacks, including Turkey Dinner Popped Potato Chips and Cinnamon Sugar Churro Crispy Tortilla Chips options available in shareable, 100 mg bags.
