Jenel Stelton-HoltmeierOctober 31, 2022
cannabis consumers embrace the spirit of Halloween.
Halloween Archives - Green Market Report
Jenel Stelton-HoltmeierOctober 31, 2022
Julie AitchesonOctober 22, 2021
Trick or treat times are looming in all of their ghostly glory and cannabis companies are rolling out their seasonal offerings to tempt those whose door-to-door candy soliciting days are past. Candy Tracker, launched by data and tech company Numerator (which provides weekly insight into consumer buying behavior) shows that their efforts are paying off, with the pre-Halloween candy buying period capturing a record number of consumers in 2021.
Halloweed
Significantly, Numerator’s analysis shows that consumers are buying more candy despite decreased advertising, reflected in the fact that candy-related ad spending is down 29% from what it was in 2020 and 34% from 2019. This bodes well for cannabis companies rolling out the orange and black carpet for Halloween as they are likely to see a hefty return with a smaller investment of advertising dollars.
This isn’t to say that companies aren’t getting creative during candy’s spookiest season. Michigan cannabis cultivator Fluresh is giving its Fast-Acting Drink Enhancer (THC-infused) a promotional boost with some seasonally-inspired recipes like “Zombie Brain Cannabis-Infused Jell-O Shots” and Insa has launched its limited edition Pumpkin Pie Caramel Crumble THC-infused chocolate bar. With specials on favorite weed varieties and bongs crafted to look like skulls or classic horror villains, there is not shortage of ways to mark October 31st, but the as Numerator’s data suggests, candy is king when it comes to Halloween.
Increased Candy Sales
This Halloween uptick is a continuation of an overall positive trend in candy consumption, which is up from both 2019 and 2020. Sales of seasonal candy are up 29% in the second half of 2021 compared to a year ago and 43% from figures posted two years ago. Non-seasonal candy as an everyday purchase is up 19% against 2020 numbers and 24% from sales in 2019. Numerator’s data shows that consumer trips to purchase their daily fix of the sweet stuff is up 12% from a year ago. According to Phil Stanley, Global Chief Sales Officer for The Hershey Company (which has experienced sales increases commensurate with this trend) higher sales figures include early and mid-season activities like decorating, baking and movie nights, with a likely increase in activities like parades, parties and trick or treating now that vaccines are easing some Covid anxiety.
Debra BorchardtNovember 6, 2017
Halloween was a big hit with cannabis consumers in California as delivery service Eaze reported that sales increased dramatically over last year and this bodes well for the upcoming Thanksgiving holiday.
Eaze saw a 30% increase in deliveries this Halloween over last year and a 24% increase in orders on Halloween when compared to a typical Tuesday. Eaze believes that the jump in sales shows that consumers are becoming more comfortable with integrating marijuana into holidays as well as daily lives.
“The increase in sales this Halloween demonstrates a growing trend that we’ve witnessed over the past year: marijuana use is becoming accepted and normalized,” said Jim Patterson, Chief Executive Officer of Eaze. “With adult use around the corner in 2018, more Californians than ever are comfortable incorporating cannabis into their daily lives, which includes celebration days like Halloween.”
Numbers like these suggest dispensary owners will see a big increase in sales for Thanksgiving. Patterson said, “This will only continue to trend upward, especially as we head into the holiday season. One of the most popular days for cannabis purchases is actually the day before Thanksgiving, which we’ve dubbed as “Green Wednesday.” Last year, Eaze saw a 71 percent spike in sales compared to the yearly average for Wednesday.”
According to Eaze’s 2016 State of Cannabis Report, Green Wednesday is second only to the 420 holiday for increases in sales volumes for holidays. The report also found that Californian’s are drinking less at the holidays and using marijuana instead. “We’re expecting that same increase in demand this year as consumers bring marijuana home not just to consume privately, but to share with family,” said Patterson. “Even if it starts with an open conversation at the Thanksgiving dinner table, marijuana consumption is becoming an accepted part of American culture.”
A study by Greenberg Quinlan Rosner found that 61% of people often or sometimes feel stress at Thanksgiving. The report said, “Most people are inclined to fee that their stress increases, rather than decreases around the holidays (38% increase versus 8% decrease.)” So, some consumers may feel they need to have something extra to help get through a stressful few days with the family. They may have to face relationship questions or job questions and a little cannabis could assist in dealing with the nosy inquiries into delicate matters.
Women, in particular, carry most of the burden of the holiday. They feel crunched for time to plan the event, do the shopping and prepare a multicourse meal for many people. They even end up doing most of the dirty dishes. That might be the reason why more women are becoming cannabis consumers.
The Eaze report said that at the beginning of 2016, women only accounted for 25% of the deliveries and by the end of the year that number increased to 32%. Cannabis may be the way for women to pull off a successful holiday without getting too wigged out.
So, get ready for Green Wednesday and if you are in a legal state ask before you grab one of those brownies on the buffet table.
Debra BorchardtOctober 31, 2017
Debra BorchardtOctober 30, 2017
Halloween is growing bigger for the cannabis industry as business owners have realized that the holiday now ranks as number three in sales according to Eaze data. Headset Cannabis Intelligence found that all of the cannabis categories rose in sales except for topicals and capsules for the holiday. There are parties being planned and marketing dollars are rising along with sales as cannabis companies are cashing in on the holiday fun.
As cannabis moves into the mainstream, customers want products to parallel flavor trends they see on shelves at their grocery store. “What better way to do that than with a pumpkin spice blondie,” said Mike Appezzato, co-founder, and CEO of GOOD CO-OP. He said that Eaze customers across California will be able to purchase a box of three (3) Pumpkin Spice Blondies, retailed at $15.00 to be delivered in 20 minutes on average, beginning October 18th and available through November. Oakland-based cannabis company GOOD CO-OP launched the edible blondie exclusively on the Eaze platform, a marijuana marketplace that’ll ensure your treat gets delivered in 20 minutes or less. It’s a delicious mix of organic pumpkin, spice, and everything nice (10mg of THC), the blondie is a perfect treat to snack on while watching your favorite scary movie on a cozy night in or to liven up a Halloween potluck.
Why miss out on the fall flavors just because you’re in the cannabis industry? Golden Leaf is creating a new Pumpkin Spice Truffles. Medicine Man is celebrating Halloween with $20 Killer private stock eights in two strains named Ghost OG Haze and Poltergeist. The company is also offering $150 mix and match ounces. Blaze Premium is offering a new line of gummi edibles for the holiday complete with an ad showing skulls chomping on the new gummies.
Kush Bottles promoted a free acoustic Halloween show at Point Loma Patient Consumer Co-op with Leilani Wolfgramm. A dispensary in Portland called Canna Daddys and it was planning the Bone Daddy’s Spooktacular.
High There is issuing a limited edition T-shirt with a skull for the holiday.
Looking for something a bit more extreme than pumpkin infused cannabis or scary gummies? Horror experience group Heretic House is staging a cannabis-friendly event called SLEEP. It doesn’t sell cannabis at the event, but guests have an option to intake as they descend into the experience. The website said “This is an extreme horror experience that will challenge you psychologically. The physicality of this stimulation has been toned down due to the nature of this experience. Guests will have the option to intake as they descend deeper in the experience. H E R E T I C is not selling any cannabis or paraphernalia before or after the experience. This is a cannabis-friendly experience. Chosen guests must be driven to experience and are not allowed to drive alone. “mulGuests will have the option to intake as they descend deeper in the experience. H E R E T I C is not selling any cannabis or paraphernalia before or after the experience. This is a cannabis friendly experience. Chosen guests must be driven to experience and are not allowed to drive alone.
Debra BorchardtOctober 27, 2017
Cannabis sales are going higher at Halloween as legalization has changed the way people are partying. According to Eaze delivery service, Halloween now ranks as the number three top holiday for cannabis sales. April 20 is number one and Green Wednesday (the day before Thanksgiving) is number two.
According to BDS Analytics, in Colorado cannabis sales increased 10.3% from 2015 to 2016 for Halloween. Last year, Halloween was on a Monday night, which wasn’t a great night for celebrating, but for that weekend, $3.21 million in sales were recorded. 54% of the sales were in flower, with 22% in concentrate and only 14% was edibles. The breakdown in the category wasn’t much different from 2015.
Oregon has only had one year of Halloween sales and they clocked in at $964, 629. The breakdown in categories was also similar to Colorado with 58% of the sales in flower, 23% in concentrates and only 7% in edibles.
Washington state had the largest increase in sales from 2015 to 2016, with a 51% jump in sales. 2015 logged $1.39 million in sales and the number jumped to $2.11 million in 2016. They too purchased 59% in flower, with 21% in concentrates and once again, only 8% in edibles.
This could explain why there aren’t more Halloween themed edibles being made and sold. Having said that, there is a Caviar Gold Pumpkin Spice CaviCone. According to Krista Whitely of Elevate Cannabis products, Caviar Gold is the world’s strongest medicine, so this pumpkin spice is a special treat. She said that organic pumpkin extracts are infused into every cone and that Caviar Gold combines the most premium cannabis flower with their patent-pending cannabis oil infused evenly through the cannabis flower.
“Halloweed is our favorite holiday, which happens to fall in Las Vegas just in time for the annual LGBTQ Pride Parade,” said Whitely. “Altitude Products and Social Media Unicorn are sponsoring the Uni-Rhino from Burning Man, who will be joining us to celebrate equality for all. With room for 50 of our closest friends, we will be in full costume as unicorns parading through downtown Las Vegas on Friday, October 20th. The art of transformation and celebration of acceptance is on full display in Sin City throughout the month of October, culminating in several dispensaries throwing Halloweed parties.”
Since concentrates are the number two product of choice for Halloween cannabis consumption, DaVinci vaporizers have a new product that is being launched ahead of the holiday. “We actually have a new limited edition green IQ vaporizer that we are debuting just in time for Halloween. I think that we’ll officially launch the 5000 piece limited run on October 18th, with some influencer push prior. In addition, we will be unveiling a connoisseur kit upgrade available for another $99, which includes an engraved wooden branded Davinci box, glass stash jar, carrying case, stash hat, and some swag.”
Oakland-based cannabis company GOOD CO-OP launched the edible blondie exclusively on the Eaze delivery platform, a marijuana marketplace that’ll ensure your treat gets delivered in 20 minutes or less. A delicious mix of organic pumpkin, spice, and everything nice (10mg of THC), the blondie is a perfect treat to snack on while watching your favorite scary movie on a cozy night in or to liven up a Halloween potluck.
Since all cannabis consumers are over the age of 21, most don’t have to worry whether it’s a school night or not. They can start their parties over the weekend and even continue to celebrate on Tuesday night. As more states legalize cannabis for adult-use, Halloween sales are expected to grow.
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