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Consumers Want to Pair What With Their Cannabis This Thanksgiving?! And More, In PAX Labs’ Latest PAX Pulse Survey
Consumers Want to Pair What With Their Cannabis This Thanksgiving?! And More, In PAX Labs’ Latest PAX Pulse Survey


As Thanksgiving kicks off the string of family holiday celebrations, most everyone is gearing up for multiple gatherings that may be joyous occasions for some, or stress-inducing assemblies for others. No matter if the holidays are the former or the latter, PAX wanted to know just how cannabis plays a part in these celebrations. 

For the latest PAX Pulse, our insights program highlighting consumer habits and preferences around cannabis consumption, we not only took a look at if and how consumers are planning to incorporate cannabis into their Turkey Day plans but also how and when they plan to purchase cannabis before the holiday. The poll includes responses from residents of California, Nevada, Colorado, Oregon, Washington and Massachusetts who have used cannabis in the past 12 months.

Cannabis Consumers Aren’t Pressing Pause For The Holidays 

Our survey reveals that consumption on Thanksgiving day is quite popular, with nearly three-quarters (72%) of respondents saying they plan to consume on the actual holiday. Of that group, 44% plan to consume with their friends and 39% plan to consume with other family members. 60% of daily users would even consider incorporating cannabis into parts of their holiday meal to extend consumption enjoyment to a larger group - which makes sense, given that nearly 68% of participants report they’d consume cannabis on Thanksgiving out in the open as opposed to in secret.

And users don’t plan on taking a break throughout the day. 71% of respondents will consume prior to Thanksgiving plans, 62% during Thanksgiving plans and 66% after Thanksgiving plans—proving that people aren’t limited to how or when they consume, with the tendency to enjoy cannabis across a variety of different settings from cooking, to feasting, to watching football, to socializing or whatever their post-meal traditions may be.   

So What’s Actually Driving People To Consume?

For Thanksgiving, people are mainly consuming to either have fun and relax (74%), or to reduce or relieve stress (70%). Cannabis-induced munchies can’t be ignored, though. Over half of the respondents (52%) say they’d consume cannabis specifically to boost their mealtime enjoyment. 

The Fun Doesn’t End When The Meal Does… 

The end of a Thanksgiving meal typically means just two things: dessert and a nap. It’s no secret that these are some of the most anticipated parts of the entire day. But what may come as a surprise, is that pumpkin pie was voted as the best pairing for your cannabis, ranking higher than cornbread stuffing (17%), mashed potatoes (13%), and both sweet potato and green bean casseroles (both at 9%). 

Consumers also agree that that Indica over Tryptophan (an amino acid found in the star of Thanksgiving meals, the turkey) is the key to optimizing your post-meal snooze. 

Okay, Well How Do I Prepare For The Holiday?

It’s not too late to stock up for Thanksgiving. Today is Green Wednesday—one of the highest cannabis sales days of the year, where consumers can find great deals on all their cannabis favorites...and some to share with friends and family. That’s why for today only, we’re offering $50 off our PAX 3 (the complete kit or device-only) through with the code GW50. 

About the Study

These are some of the findings of an Ipsos poll conducted between October 29 – November 8, 2019. All qualified respondents are adults age 21+ and live in one of the following states: CA, NV, CO, OR, WA, or MA. The sample is balanced to be reflective of demographics of the target group for the given markets. All completes have used cannabis within the past year. 

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.2 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for the design effect of the following (n=1,200, DEFF=1.5, adjusted Confidence Interval=+/-4.7 percentage points). 

Laura is Senior Director of Communications & Public Affairs at PAX
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