This push for a weed-filled January is, of course, a blatant (and somewhat silly) attempt by cannabis companies to get more customers. But as restrictions on marijuana loosen, and more Americans find themselves able and willing to fit the drug into their lives, Dry January does appear to be offering an opportunity for experimentation. In fact, cannabis sales surged in January 2024, and 21 percent of Dry January participants who responded to a 2023 survey swapped booze for weed that month.