On Election Day 2024, cannabis product sales surged nearly 6% across 15 regulated U.S. marijuana markets compared to the previous three Tuesdays, according to industry analytics provider Headset. This uptick in consumer spending coincided with a notable increase in the sales of THC-infused beverages, which saw a dramatic 14.2% rise, marking the largest sales spike among all cannabis product categories.
THC-Infused Beverages Lead the Way
While beverages typically make up just 1% to 2% of overall cannabis retail sales, they experienced a substantial boost on Election Day, continuing a pattern observed during other major holidays and social events. Mitchell Laferla, Data Analyst at Headset, pointed out that THC-infused beverages have consistently shown strong sales during holidays like 4/20, the 4th of July, and Labor Day.
“In 2024, the beverage category saw the largest spike in total sales on 4/20, 4th of July, and Labor Day,” Laferla told MJBizDaily via email. “This trend held true on Election Day, where beverages (+14.2%) saw the largest lift in sales compared to second-place edibles (+8.3%) compared to a typical Tuesday.”
Changing Consumer Preferences
The surge in beverage sales reflects a broader trend in consumer behavior. THC-infused drinks, often marketed as more social or accessible alternatives to traditional cannabis consumption methods, have been gaining traction over the past few years. These products offer a different experience compared to other forms of cannabis, such as edibles and flower, with the added appeal of being convenient, discreet, and easily shareable at gatherings.
As social settings like parties, barbecues, and other communal events often coincide with holidays, the preference for THC beverages aligns with their growing popularity as an alternative to alcohol. Despite their smaller share of the market, THC-infused beverages have carved out a niche that is particularly appealing during times when people are more likely to engage in group activities, such as on Election Day.
Broader Market Trends
While beverages led the charge, other categories also saw an uptick in sales. Edibles, which are traditionally one of the top cannabis product categories, saw an 8.3% increase, also outperforming regular sales patterns. Overall, nearly every product category tracked by Headset experienced a jump in sales, underscoring the broader trend of increased consumer engagement in cannabis markets on significant dates.
The jump in sales on Election Day is part of a larger trend of growing marijuana product consumption, especially as more states continue to legalize cannabis and as consumers become more familiar with the diverse range of products available. The sustained growth in sales on key dates like Election Day suggests that cannabis is increasingly becoming a mainstream part of social celebrations and rituals, similar to how alcohol is consumed during major holidays.
