An increasing number of Americans are ditching the whiskey and merlot this festive season and opting for the gift that’s high on wish lists: Cannabis.

A recent nationwide survey reveals that approximately 25% of Americans intend to share the joy of cannabis as a gift this holiday season. Moreover, an estimated 63% plan to infuse cannabis into their 2023 holiday plans, according to the findings.

In the first week of the new year, I’ll provide a wrap-up of total marijuana holiday sales for 2023. Early indications reveal that marijuana sales during Christmas this year racked up substantial growth.

The survey, released December 19, highlights a shifting cultural trend, particularly among Gen Z and Millennials, as they steer away from the conventional holiday presents of wine and spirits to embrace cannabis as the go-to seasonal gesture.

Wired Research conducted the survey, between November 10-13, 2023, on behalf of Oak PR.

Key survey results indicate an evolving preference for cannabis across various demographics:

• Gen Z and Millennials are leading the charge in incorporating cannabis into their 2023 holiday plans, at 78%, surpassing their older counterparts (Gen X and Boomers) at 56%.
• Parents in America are more inclined to include cannabis in their winter holiday celebrations, showing a 74% preference compared to their childless peers at 58%.
• When it comes to receiving gifts, Gen Z and Millennials (53%) express a greater inclination towards cannabis compared to Gen X and Boomers (38%). Similarly, they are more likely to gift cannabis, with 26% against 19%.

Beyond the rising acceptance of cannabis, it’s notable that many Americans are avoiding alcohol during this holiday season and turning to marijuana instead:

• Approximately 32% of those planning to indulge in or gift cannabis view it as a superior gift choice over alcohol.
• About 36% of respondents prefer receiving cannabis over alcohol as holiday gifts.

In a press release, Drew Tybus, CEO of Oak PR, reflected on the survey’s insights:

“With an increasing number of states providing some form of legal cannabis, people now have the freedom to choose how they celebrate, have fun, and gift items that truly excite. Notably, the intriguing trend is the correlation among younger Americans, particularly Gen Z and Millennials, many of whom are now parents themselves, favoring cannabis over alcohol this holiday season. Parenting during the holidays can be exceptionally stressful, and cannabis offers an excellent avenue for relaxation.”

Read This Story: From Green Wednesday to Black Friday: A Holiday Look at Weed

The sales numbers already are in for “Green Wednesday,” the day before Thanksgiving that’s marijuana’s answer to Black Friday, and the cannabis shopping day saw robust sales growth in recreational sales.

According to research firm Jane Technologies, Green Wednesday witnessed a year-over-year 11.43% increase in recreational marijuana sales when compared to 2022 ($9.2 million versus $7.7 million).

The data also revealed that total recreational sales on Green Wednesday 2023 were up 90.5% when compared to the average total recreational sales of the preceding three Wednesdays, which amounted to $4.8 million.

The top five most popular forms of marijuana in terms of Green Wednesday sales last month were:

• Flower: $3.3 million
• Vape: $2.5 million
• Edibles: $1.2 million
• Pre-roll: $963,026
• Extract: $448,520

The top five states with the highest recreational sales were:

• Illinois: $2.9 million
• California: $1.1 million
• New Jersey: $880,129
• Maryland: $758,727
• Washington: $709,600

That said, in the medical cannabis category, Green Wednesday 2023 sales fell to $8.2 million, representing an 11% decrease compared to $9.2 million in 2022.

Regardless, it’s clear that the once-taboo substance of marijuana has become an integral part of the traditional holiday season. Rudolph probably has red eyes to match his nose.

Editor’s Note: As I’ve just explained, marijuana has evolved into a hugely profitable mainstream consumer industry. To learn more about these trends, I suggest you read my book: The Wide World of Weed and Psychedelics.

This concise, clear, easy-to-read book reveals everything you need to know about the wide world of legal weed and psychedelics.

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John Persinos is the editorial director of Investing Daily

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