The Thanksgiving Day in the United States, traditionally marked by turkey and family gatherings, a holiday celebrated on the fourth Thursday of November, focused on bringing family and friends together to express gratitude for the year's achievements, consolidates this year a behavioral trend that has moved from subculture to the mainstream, the so-called Cousin's Walk.

The term refers to the moment when the younger adults in the family briefly withdraw from the festivities to consume cannabis before dinner. The phenomenon, driven by medicinal legalization in 40 states and recreational in over half of the country, now receives coverage from major media outlets and motivates commercial strategies.

The Cousin's Walk from the Media and Market Perspective

The practice, once kept discreet, has gained prominence even in conservative publications, such as The Wall Street Journal. The attention from mainstream media signals a gradual normalization of cannabis culture in American society.

According to the newspaper's report, the legalized industry has identified the holiday as a business opportunity. The sector leverages the popularity of pre-dinner consumption during the Cousin's Walk to boost sales.

"What started as a subversive activity among regular marijuana users has turned into a consolidated tradition. Like all other holidays, it has become commercial," the publication reported.

Family Dynamics during the Cousin's Walk

The tradition maintains a playful aspect related to interacting with relatives who disapprove of the plant's use. The act of discreetly leaving the house to smoke and returning for the meal is described as an essential part of the holiday experience for many Americans.

The original text highlights the duality of this family interaction. "Hiding the activity from disapproving relatives — as much as a person smelling like marijuana can — is part of the fun for participants. It can be a two-way street: some of these family members who seem straight-laced know exactly what's going on outside, even if they pretend not to."

The market promptly responded to this cultural demand with themed products. In New York, dispensaries like Gotham began selling pre-rolled cigarette packs specifically labeled as "Cousins Walk". The marketing strategy describes the habit as "a secret society that gathers once a year," seeking a direct connection with the young consumer.

Changing Habits Beyond the Cousin's Walk

The visibility of this tradition fits into a broader context of replacing alcohol with cannabis among younger generations. Recent research indicates that one in three Millennial and Gen Z workers opts for THC-infused beverages at social events.

Another survey, released last month, revealed that the majority of Americans consider marijuana a "healthier option" than alcohol. The study also showed that a large portion of respondents projects federal legalization of cannabis in all 50 U.S. states within the next five years.

Faced with the increased consumption during the holiday, authorities in the United States and Canada issued alerts reinforcing existing laws. The guidelines focused on responsible consumption and restrictions on international transit of cannabis-based products, even between jurisdictions where the plant is legalized.

With information from Marijuana Moment