Consumer

Weed Sales Boom in Dry January as People Drink Less

Cannabis sales rise in January as detoxing drinkers swap drugs
Perception of weed as healthier threatens alcohol industry

Research shows about a third of Americans under the age of 25 doing the start-of-year detox use the drug. — Research shows about a third of Americans under the age of 25 doing the start-of-year detox use the drug.
Photographer: Drew Angerer/Getty Images

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By Redd Brown

January 29, 2024 at 5:00 PM UTC

This article is for subscribers only.

Increasingly popular alcohol breaks like Dry January are buoying the emerging US cannabis market as more drinkers — especially younger ones — see marijuana as a healthier alternative.

Emboldened by widening legalization in the US, cannabis sellers now actively market to January abstainers with new products and targeted advertisement, while research shows about a third of Americans under the age of 25 doing the start-of-year detox use the drug. Weed sales also grow more in January in some legalized states than other months.