4/20 remains an iconic day for cannabis consumers across the United States, so much so that some are taking a personal holiday this year.
According to a new survey of U.S. cannabis consumers by AYR Wellness, a vertically integrated U.S. multi-state cannabis operator, and global insights platform Suzy, 39% will take the day off work this 4/20 to celebrate the unofficial holiday, with 31% saying 4/20 is a special occasion.
The nationally representative study, conducted in February and March 2023, surveyed 900 Americans aged 21-74, who have purchased and consumed cannabis within the past six months, regarding their consumption habits and beliefs around 4/20.
Cannabis Consumers and 4/20
- Nearly 40% of employed cannabis consumers will take the day off work this 4/20.
- 31% of respondents believe 4/20 is a special occasion.
- 42% of medicinal cannabis patients say 4/20 is an important day.
- 71% of respondents expect their consumption habits to remain the same that day.
- 23% of respondents indicated their consumption habits would increase on 4/20.
The survey also found that respondents are curious about trying new cannabis formats and consumption methods. Despite inhalable and consumable cannabis formats being used at similar rates, 70% of cannabis consumers are most interested in trying consumables, including beverages or beverage enhancers.
A closer look at the data surrounding when and how people like to use cannabis shows that most prefer to consume after 5pm, with edibles and vapes being the leading consumption methods. Those who consume cannabis in the morning and afternoon primarily use flower. When it comes to breaking down flower, 43% say their favorite method is using a hand-held grinder, closely followed by the 38% who say their favorite method is breaking down flower by hand.
Key Consumption Findings
- 73% of respondents typically consume cannabis in the evenings (5-10 p.m.).
- 47% consume at night after 10 p.m.
- 78% of respondents typically consume by themselves.
- 88% of consumers who partake with others typically contribute to the cannabis supply.
- Gummies (32%) and flower (40%) are the most shared products.
- 61% of whole-flower consumers break up buds with their hands.
- 73% of whole flower consumers aged 55-74 use their hands.
- More than a quarter (26%) of experienced cannabis consumers (6-20 years of consumption) say they typically smoke their cannabis with homemade or improvised devices.
- 43% are somewhat comfortable interacting with people after consuming.
- 45% are somewhat comfortable being in public after consuming.
- 44% are somewhat comfortable consuming cannabis at social occasions when not everyone is partaking.
“Our 4/20 survey has revealed interesting trends and insights related to cannabis consumption habits,” said David Goubert, President and CEO, AYR Wellness. “The data proves that 4/20 is an important holiday for cannabis consumers of all types, so much so that nearly 40% are planning to take off work to celebrate. The survey also revealed notable trends in consumption formats and habits among various demographics, which is helpful for us when engaging with our customers in meaningful ways. At AYR, we aim to foster deep connection and loyalty among our customers and patients each time they enter one of our stores, browse online or use one of our products and we look forward to providing a memorable experience this 420 holiday.”
**A quantitative online survey was fielded via the Suzy platform from 2/28/2023 to 3/3/2023 among a nationally representative sample of N=900 cannabis consumers. To qualify, respondents had to be 21+ and have purchased and consumed cannabis within the last six months. The N=900 respondents ranged in ages from 21-74.
