61% of American Adults to Consume or Gift Cannabis This V-Day: Survey

Recent data from Wired Research examines cannabis plans for Valentine’s Day by gender, age, region, and more.

Sixty-one percent of American adults plan to incorporate cannabis into their Valentine’s Day 2023 plans, according to a recent survey.

The survey, commissioned by Verano Holdings and conducted by Wired Research, polled 961 American aged 21-and-older on whether they plan to either consume or gift cannabis on Valentine’s Day. Nearly two in five (37%) of American adults said they would be happy to receive cannabis as a gift this Valentine’s Day.

Men (66%), however, are more likely than women (57%) to include cannabis in Valentine’s Day plans, according to the data.

By age demographic, 70% of Gen Z and Millennials plan to include cannabis on Valentine’s Day, compared to 57% of Gen X and Boomers. However, American parents are more likely to incorporate cannabis into their V-Day plans than adults without children by a 69%-57% margin, respectively.

By region, American adults in the Northeast are most likely (66%) to include cannabis this Valentine’s Day, compared to 63% in the South, 61% in the West, and 55% in the Midwest.

Wired Research, in its report, noted that access to legal cannabis as well as recent adult-use legalization across individual states likely impacted survey results. Both Missouri (Feb. 6) and Connecticut (Jan. 10) launched adult-use cannabis sales earlier this year, following New York (Dec. 29, 2022) and Rhode Island (Dec. 1, 2022) going live at the end of 2022. Vermont launched adult-use sales in October 2022 following New Jersey and New Mexico both launching in April 2022.

Furthermore, nearly one in four (24%) American adults believe consuming cannabis will put them in a more romantic mood, according to the data, and about the same percentage (23%) of American adults who consume cannabis say that it improves their sex life.

Relatedly, among American adults who plan to include cannabis this Valentine’s Day, 13% say they do not plan on drinking alcohol to celebrate the holiday.

“The data from the survey show that Americans use cannabis to relax or improve their mood, which can help people be present and more connected, which is crucial to a better love life,” said Dr. Shannon Chavez, a psychologist and sex therapist based in Beverly Hills, California. “Valentine’s Day is a great opportunity for couples to try something new together and try a more dynamic and less formulaic approach to intimacy, which cannabis can help inspire.”

Wired Research conducted this survey between January 24 and January 29, and the study has a margin of +/- 3.2%

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Zach Mentz

Zach Mentz is an editor at Flavor Fix, covering cannabis, CBD and alcohol news and featured stories. Previously, he worked as senior editor of Cannabis Business Times (CBT). Mentz is a graduate of the Tim Russert Department of Communication at John Carroll University.

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