Toby’s Trends of 2024: Dry January, Ankle Socks, Solo Dining and More
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What trends are being discussed in 2024?
Good morning, Brew Daily Show. I'm Neil Freiman. And I'm Toby Howell. Today, a trip down memory lane as Toby relives some of his favorite trends of the year.
From Fridgescaping to Mudang and everything in between, this is the Toby's Trend Show. It's Monday, December 30th. Let's ride. Man, I am really excited for you all to hear this show. We go through so many Toby's trends in a year, but some are just flash-in-the-pan things. Remember our queen, Mu Dang, the pygmy hippo. But some have a more lasting impact on the year, and it's those trends that Neil and I are going to talk about today.
Yep, as we are right on the cusp of 2025, it's the perfect time to look back at 2024 through the lens of these trends, because as you start to put them together, some larger themes start to emerge.
You're right, Neil. As I was looking back through each week, I noticed a lot of these topics ladder up into bigger trends. It's like a Russian nesting dolls of Toby's trends. So let's have a little fun to end the year and dive on in. Figured the best way to kick things off is to go all the way back to the beginning of the year to talk about the rise of dry January.
How did Dry January impact alcohol and cannabis sales?
Two trends stood out to me here. One, people are drinking less. Sales at three of the largest U.S. liquor stores hit a post-pandemic low during the first months of the year. Meanwhile, Google searches for dry January reached an all-time high, doubling from a year ago. But what also stood out to me about dry January is that marijuana sales spiked during the month, as the alcohol industry's loss was the cannabis industry's gain. So Neil, it wasn't just a dry January this year. It was also a high January.
Yeah, we're looking back 11 months ago to dry January, saying it was the biggest one ever. Google searches for dry January doubled. We're coming up on a new dry January. You have to expect that it will only grow from there. You mentioned at the top that some trends are just a flash in the pan. Some may have a longer, may reflect just longer term changes in our society. I do think that what we're seeing with people drinking less alcohol, focusing more on wellness is growing. One of those things that could extend years, if not decades. I mean, just look at the rise of non-alcoholic beverages. Non-alcoholic beer, wine, and liquor jumped 32% from 2023 over 2022, while total alcohol sales were essentially flat.
And then if you look at what Whole Foods is selling, which is maybe one of our trendier supermarkets, the top-selling beer there as of earlier this year was non-alcoholic, was Athletic Brewing.
Right. I do want to drill into the marijuana portion, though, too, because when we did that Toby's Friends all the way back in January, we were like, oh, wow, the amount of teenagers that are smoking weed versus, you know, drinking alcohol is a lot higher. Not teenagers, but 18 to 25 age group was a lot higher over the past year. But then recently there's been a little bit of a stop in the legalized weed movement on the state level because Florida voted low on know to legalize weed this year. So maybe the weed industry will run into a little bit more headwinds than we're expecting. But I am curious to see if that Google trend data starts to go up again as we move into this next iteration of dry January and we just do this whole trend all over again.
It'll be we I'm sure we will in a few weeks. And it'll be curious to see what the next Trump administration, how it's going to deal with weed. We know that the Biden administration moved to classify it as a much less harmful substance than it is now. And the wildcard here could be RFK Jr. is going to be the Health and Human Services Secretary. He is very pro-cannabis. He, on the campaign trial when he was running for president, he said he was going to legalize cannabis. But, yeah, I would say he is a wildcard here. There's going to be a lot of attention on him and see how he deals with a federal cannabis policy and also psychiatric drugs, which he said he promotes.
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Chapters
8 chapters
1
What trends are being discussed in 2024?
0:01–1:08
2
How did Dry January impact alcohol and cannabis sales?
1:08–6:11
3
What caused the rise of romantic novels this year?
6:11–10:50
4
How did nostalgia influence fashion trends in 2024?
10:50–14:08
5
What is the significance of the mob wife aesthetic?
14:08–16:15
6
How is vintage shopping evolving in today’s market?
16:15–19:44
7
What are the generational differences in sock preferences?
19:44–21:10
8
Why is solo dining becoming more popular?
21:10–24:06
Speakers
2 identifiedMore from Morning Brew Daily
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