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CANNABIS INDUSTRY 

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USA: Gen Z’s Put Cannabis At The Centre of Their Festive Season Plans

USA: Gen Z’s Put Cannabis At The Centre of Their Festive Season Plans

One in four Americans planned to gift cannabis this holiday season, with 78% of Gen Z's and Millenials leading the way.

Oak PR

27 December 2023 at 09:00:00

NEW YORK, Dec. 19, 2023 (GLOBE NEWSWIRE) -- Skip the scotch and wine this holiday season and give the gift Americans actually wanted this year: Cannabis! 


According to data from a new survey by Oak PR - a leading strategic communications agency - roughly 1 in 4 Americans plan to gift cannabis this holiday season, with even more (estimated 63%) planning to incorporate cannabis into their holiday plans in 2023. 


The survey also shows the continued trend in Americans - specifically Gen Z and Millennials - moving away from the traditional holiday gifts of wine and alcohol, and preferring instead to give and receive cannabis during the holidays. 


The survey was conducted by Wired Research on behalf of Oak PR.


Results of the survey suggest a growing trend in holiday preferences, with cannabis gaining acceptance and adoption from all types of Americans, most notably:

  • Gen Z and Millennials are more likely than their older counterparts (Gen X + Boomers) to include cannabis in their 2023 holiday plans (78% vs. 56%).

  • American parents are significantly more likely than their peers without children (74% vs. 58%) to plan to make cannabis part of their winter holiday celebrations this year.

  • Gen Z and Millennials (vs. Gen X + Boomers) report that they’d be happy to receive cannabis as a gift (53% vs. 38%) and plan to gift a loved one with cannabis (26% vs. 19%) for the winter holidays.

Additionally, and potentially more culturally shifting than the growing acceptance of cannabis, is the move away from alcohol for many Americans this holiday season.

  • About 1 in 3 (32%) of those who plan to use or gift cannabis this winter holiday season think that cannabis is a better gift than alcohol.

  • Perhaps this is why around 54 million5 Americans report they’d be happier (35%) and would prefer (36%) to receive cannabis over alcohol as gifts this holiday season.

“The results of the survey are both eye-opening and somewhat expected when you consider the growth of legal cannabis in the U.S. and people are always looking for new and interesting gift options,” says Drew Tybus, Oak PR CEO. 


“With more states across the country now offering some form of legal cannabis to Americans than ever before, people have a choice of how they want to celebrate, have fun, and give gifts that people will be excited about. We see the most interesting trend being the correlation between younger Americans (Gen Z and Millennials) - many of whom are now parents themselves - considering cannabis their preferred choice over alcohol this holiday season. Being a parent during the holidays can be extra stressful, and cannabis can be an excellent option when it comes to relaxing.”


Survey Methodology
The Oak PR Holiday Cannabis Survey - conducted by Wired Research - surveyed 951 nationally representative Americans aged 21+. The survey was conducted online between November 10, 2023 and November 13, 2023. The study has a margin of error of +/- 3.2%.

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