Apart from costumes and candies, consumers will be also be stocking up on weed this Halloween weekend.
Whether preparing for a raucous night out on the town, or curling up under a blanket to watch a spooky film, cannabis consumption spikes this time of year, according to analytics firm BDSA.
With Halloween falling on a weekend, and with markets continuing to open up, BDSA is expecting even more of a surge this year, explains VP of insights and analytics Kelly Nielsen.
“We think there’s that opportunity where folks are stocking up or visiting a dispensary in order to help with their Halloween celebration,” she tells Mugglehead.
But the trend isn’t unique to All Hallow’s Eve, as weed purchases predictably increase on all festive occasions, and even more so if they’re cannabis-themed. On 4/20, sales increase as much as 200 per cent above average, and 40–60 per cent on Green Wednesday, an American holiday around Thanksgiving.
Aside from volume, the product mix shifts depending on the holiday, with Halloweeners favouring inhalables and edibles.
On the day before Halloween in 2019, Californians’ average spend on cannabis flower spiked 15 per cent.
Read more: Global cannabis sales grow 41% in 2021: BDSA
Seasonal data from Oregon last year show that edibles sales shot up 35 per cent above the daily sales average for October, making a strong case for retailers stocking more consumables.
That’s different from holidays like Christmas, Nielsen says, when customers buy more topicals as gifts.
She also notes that not only the frequency, but the amount people consume during festivities increases.
“People are more likely to consume larger amounts of product because they’re letting loose, they’re socializing,” she says.
“And not only that — products more and more are being created to help them do that, and and do that with appropriate measurement. So, if you think about some of the new beverages that are coming out, or edibles being very specific to a dosage.
While regulated beverages and edibles can offer consumers convenient and reliable experiences, pre-rolls are proving to be a very strong segment across regional markets.
Cannabis pairs well with a variety of Halloween fun
Data also support different holiday-related motivations for upping weed consumption.
Unsurprisingly, a primary driver is fun, with 40 per cent of cannabis consumers saying they eat edibles to have a good time, and around 50 per cent of people inhale for the same reason, according to BDS.
According to consumer insights from the firm, 40 per cent of inhalable consumers claim they always use cannabis when letting loose or going out on the town. Similarly, 40 per cent say they always consume when celebrating special events.
Younger consumers are even more likely to incorporate weed into social occasions or parties, with 55 per cent of Gen Z saying that the substance always plays a role during celebrations, and 70 per cent reporting they always use cannabis at small get-togethers.
While some choose one or the other, BDSA says 20 per cent of cannabis consumers report often combining their intake with alcohol, skewing higher for younger generations.
Although many view pot as a replacement for booze, with 40 per cent of cannabis consumers believing it’s healthier than alcohol. Over half also think weed doesn’t impair them as much as alcohol does.
In contrast to the party animals who’ll be out this weekend, many others will choose the comfort of the couch — opting for evenings filled with snacks, horror flicks and, yes, weed.
According to BDSA, 45 per cent of consumers say they often pair cannabis with movies, and 40 per cent say they seek snacks when they’re stoned.