New Survey Details The Growing Importance Of Cannabis For Thanksgiving Celebrations

A.J. Herrington – Forbes – Nov 8, 2022

With the holiday season quickly approaching, cannabis consumers are gearing up to include the herb in their celebrations, according to a new survey commissioned by vertically integrated cannabis operator Ayr Wellness and real-time market research firm Suzy. The survey found that 90% of cannabis consumers plan to buy at least as much cannabis for the holiday season this year as they did in 2021, despite the impact inflation is having on consumers’ shopping budgets in 2022. Seven out of 10 said they would be stocking up on enough cannabis to share with friends and family.

The nationally representative study, which was conducted in October 2022, surveyed more than 1,600 Americans on their Thanksgiving and holiday season cannabis consumption habits, beliefs and purchasing patterns. The findings suggest that cannabis may no longer be a specialty item for many consumers and instead has become an important festive element for many people as they gather with family and begin their holiday shopping.

“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, writes in an email. “Whether you’re sharing cannabis with friends and family or coping with family drama, data shows that ‘Danksgiving’ is going mainstream.”

Among the survey’s respondents, two-thirds said they will purchase the same amount of cannabis as usual during the holidays, and 24% say they will spend more on cannabis this year compared to last year. On average, cannabis consumers anticipate spending a total of $112 during the holiday season. About 70% of respondents will be purchasing cannabis to ensure they have enough to share with friends and family as they celebrate Thanksgiving and the holidays, and nearly a quarter said that they would spend at least $100 on holiday season marijuana this year.

Slightly more than a third of those responding to the survey said that they were likely to serve food infused with cannabis on Thanksgiving, while 65% said that their cannabis use on Thanksgiving would replace alcohol consumption. More than half (54%) said that they planned to consume cannabis with friends on Thanksgiving, and 24% said their use of cannabis on Thanksgiving would help them deal with family drama.

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