It’s High Time for a Holiday: Nearly 40 Percent of Cannabis Consumers Plan to Take Off Work on 4/20
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 (CSE: AYR.A, OTCQX: AYRWF) (“AYR” or the “Company”), a leading 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.”
AYR Wellness is celebrating 420 by offering a variety of product promotions and local event activations across the Company’s retail locations. For more information about AYR Wellness or to locate your nearest dispensary, please visit www.AYRwellness.com.
**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.
About AYR Wellness
AYR is an expanding vertically integrated, U.S. multi-state cannabis operator
focused on delivering the highest quality cannabis products and customer experience throughout its footprint. Based on the belief that everything starts with the quality of the plant, the Company is focused on superior cultivation to grow superior branded
cannabis products. AYR strives to enrich consumers’ experience every day through the wellness and wonder of cannabis.
AYR’s leadership team brings proven expertise in growing successful businesses
through disciplined operational and financial management and is committed to driving positive impact for customers, employees and the communities they touch. For more information, please visit www.AYRwellness.com.
About Suzy
Founded in 2018, Suzy is an always-on
consumer research platform that integrates quantitative analysis, qualitative analysis, and high-quality audiences into a single connected research cloud. Suzy enables teams to conduct iterative, efficient research with agency-quality rigor at a fraction of
the cost of traditional market research. Suzy has been recognized on Forbes’ list of America’s Best Startup Employers in 2022, Inc. Magazine’s list of Best Workplaces of 2022, and as a GRIT Top 50 Most Innovative Supplier in Market Research. Suzy has raised
over $100 million in venture capital funding from investors that include Bertelsmann Digital Media Investments, Foundry Group, H.I.G. Capital, North Atlantic Capital, Tribeca Venture Partners, Triangle Peak Partners, and Kevin Durant’s 35 Ventures. Learn more
at www.suzy.com.
Forward-Looking Statements
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“foresee”, “could”, “would”, “estimate”, “goal”, “outlook”, “intend”, “plan”, “seek”, “will”, “may”, “tracking”, “pacing” and “should” and similar expressions or words suggesting future outcomes. This news release includes forward-looking information and statements
pertaining to, among other things, AYR’s future growth plans. Numerous risks and uncertainties could cause the actual events and results to differ materially from the estimates, beliefs and assumptions expressed or implied in the forward-looking statements,
including, but not limited to: anticipated strategic, operational and competitive benefits may not be realized; events or series of events, including in connection with COVID-19, may cause business interruptions; required regulatory approvals may not be obtained;
laws or the interpretation, administration or enforcement thereof may change; differing regulatory requirements across states may prevent AYR from achieving economies of scale; favorable locations may be restricted or difficult to obtain; acquisitions may
not be able to be completed on satisfactory terms or at all, or if completed may not be successful; the enforcement of contracts may be restricted; scientific research regarding cannabis is still in its early stages and is subject to change as further research
is completed; the inherent risks of an agricultural business; cyber-security, transportation, recall, product liability and litigation related risks; and AYR may not be able to raise additional debt or equity capital if required. Among other things, AYR has
assumed that its businesses will operate as anticipated, that it will be able to complete acquisitions on reasonable terms, and that all required regulatory approvals will be obtained on satisfactory terms and within expected time frames.
Estimates and assumptions involve known and unknown risks and uncertainties that may cause actual results to differ materially. While AYR believes there is a reasonable basis for these assumptions, such estimates may not be met. These estimates represent forward-looking
information. Actual results may vary and differ materially from the estimates.
