Why non-combustible cannabis is becoming Toronto’s holiday staple

The holidays are here, and with them comes a flurry of lights, gifts and lively activity. Between multiple holiday gatherings with family, friends and co-workers, hitting up the Christmas market in the Distillery District and ice-skating outside City Hall, Toronto residents find themselves in the epicentre of festive cheer as the weather starts to chill. And amid the whirlwind of joy and chaos, Torontonians are seeking opportunities to unwind and have fun in a way that works in harmony with holiday activities.

Survey says: cannabis is as ordinary as wine for many Canadians

According to a new national survey conducted by Abacus Data for Organigram Global, one of those ways is cannabis consumption.

The results found that 31 per cent of Canadian adults—nearly 1 in 3—say they have consumed cannabis in the past 12 months. And it’s not just younger adults who are partaking; usage appears across all age groups, meaning that Grandma and Grandpa may be as likely to consume as their college-aged grandkids.

A decade ago these results may have been surprising, but today they reflect Canadians’ rapidly evolving attitudes toward cannabis use, with 63 per cent of Canadians saying they consider cannabis to be at least moderately socially acceptable and a mere 16 per cent saying it is “not acceptable at all.” Another 58 per cent of Canadians say that they are “comfortable” or “very comfortable” being around other adults who are using cannabis in a social setting, even if they themselves do not consume.

Whether revelling or relaxing, Canadians are increasingly likely to view cannabis products through the same lens as a hot toddy or spiked eggnog. A combined 57 per cent of survey respondents agree that cannabis is “a normal part of adult life” or “as ordinary as having a glass of wine,” with only 18 per cent stating that they strongly disagree. Sixty-two per cent agree that adults can consume cannabis responsibly—a sentiment that closely mirrors attitudes toward alcohol consumption.

Why smoke-free cannabis is taking over Toronto’s holidays

Sales of non-combustible cannabis products usually experience a significant uptick during the holiday season, as consumers seek more discreet ways to consume their Christmas “trees.” With so many Toronto residents living in condos and apartments, where smoking is forbidden, odourless products like vapes, edibles and beverages provide an alternative to stepping outside into the cold December air.

The element of portability, convenience and control can also make non-combustibles an attractive holiday option compared to their smokable counterparts. The predictability of effects—cannabis products like edibles and beverages are clearly labelled with potency per unit—make it easier to determine an appropriate dose for social occasions, whether that’s the office holiday gathering with the boss or a cozy night in with close friends watching How the Grinch Stole Christmas.

Edibles, drinks, vapes: the holiday hits Canadians are choosing

There are many non-combustible cannabis options available and this may be a factor in why they are finding their way into a wide array of holiday rituals. Between edibles like gummies, chocolates and cookies, beverages like sparkling juices and sodas, and ready-to-go all-in-one vapes with a variety of flavours and potencies, the long lineup of choices makes non-combustible options accessible to a wider range of tastes and preferences.

Sharing a festive drink is undoubtedly one of the most popular holiday traditions, with sales of cannabis beverages spiking over 34 per cent around the holidays—one of the strongest seasonal jumps of any category of cannabis products. The reasons are many: cannabis-infused drinks are shareable and socially compatible, and they make a solid alternative to alcoholic beverages

When it comes to gifting, edibles are the clear leader of the pack, with cannabis gummies hitting their sales peak in December. Canadians deemed edibles the most appealing choice in the Abacus poll, with shoppers wrapping up infused snacks for friends and family because of their familiarity and easy dosing.

Vapes also see a significant uptick in sales (nearly 24 per cent) during the holiday season. With no preparation required, easy portability and no lingering odour, vapes appeal to consumers with busy social calendars and to those seeking a more socially acceptable alternative to lighting up.

Non-combustible cannabis isn’t a trend—it’s the new tradition

As Canadians’ perceptions of cannabis consumption continue to shift and evolve, non-combustible formats are finding their way into holiday traditions—whether sharing a festive drink with friends, finding the perfect gift for adult loved ones or unwinding in the aftermath of hosting a holiday gathering. As a modern, responsible approach to seasonal cheer, Torontonians will continue to embrace these formats into the new year.