Every April 20th, cannabis enthusiasts around the world light up in unison to celebrate “420.” What began as an underground code among a few high school friends has evolved into a mainstream cultural phenomenon and the biggest day of the year for cannabis businesses. In this post, we’ll dive into the origins of 420 (separating fact from myth), see how legalization turned it into a worldwide event, and explore why April 20th is now the Black Friday of cannabis. Whether you’re a seasoned industry professional or just curious, grab a snack and enjoy this 420 primer!
Origins of 4/20: Fact vs. Myth
Chances are you’ve heard a theory or two about why “420” became linked with cannabis. Is it the number of chemical compounds in marijuana? A police radio code for a pot bust in progress? Bob Dylan’s cryptic song reference? In reality, those are just myths1. The true origin of 4/20 traces back to a group of five California teens in the early 1970s who called themselves “the Waldos.” They used “420” as a secret code to meet after school at 4:20 p.m. and indulge in a cannabis-fueled treasure hunt2.
The Waldos’ 4:20 meetups began in fall 1971 as a quest to find an abandoned cannabis crop they’d heard about2. Though they never found the mythical patch of weed, their private code “420” caught on. Thanks to connections with the Grateful Dead community and a mention in High Times magazine, the term spread beyond San Rafael High School and took on a life of its own3. By the 1990s, “420” was internationally known slang for smoking cannabis, and April 20th (4/20) emerged as an informal holiday for tokers everywhere. What started as an inside joke among friends has become, quite literally, a high holiday in cannabis culture.
How Legalization Amplified the Event Worldwide
Once cannabis legalization began gaining traction, 4/20 celebrations exploded from niche gatherings into massive public events. In the decades after the Waldos’ first meetups, 4/20 grew from hush-hush smoke sessions to openly celebrated festivals attended by thousands4. Early public rallies helped cement April 20th’s reputation: activist Ken Gorman’s “smoke-ins” at the Colorado state capitol in the 1990s evolved into Denver’s huge Mile High 420 Festival, and San Francisco’s Hippie Hill in Golden Gate Park became a magnet for tens of thousands of revelers each 4/20. Even places like Amsterdam, long friendly to cannabis, saw annual 4/20 events pop up as the idea of a global weed holiday took hold5.
Thousands of cannabis enthusiasts gather for a 4/20 celebration at the Vancouver Art Gallery in Canada.
As more regions legalized marijuana, 4/20 transformed into a mainstream observance rather than an act of rebellion. College campuses like UC Santa Cruz and University of Colorado once tried (and failed) to clamp down on 4/20 smoke-outs3, but today even city authorities often accommodate or sponsor 4/20 festivals. From California to Canada to Europe and beyond, April 20th is marked by concerts in the park, cannabis expos, and clouds of smoke filling the air at 4:20 p.m. The cultural stigma has faded enough that people who’ve never even touched cannabis know what “420” means, and that universal recognition is something marketers can only dream of6.
4/20 as a Retail Phenomenon
Legalization didn’t just bring larger crowds—it also opened the door for businesses to turn 4/20 into a blockbuster sales day. In fact, April 20th is routinely the single biggest sales day of the year for cannabis retailers7. Dispensaries prepare months in advance for the surge of customers, much like toy stores gearing up for Christmas or department stores for Black Friday. And the numbers are staggering: industry data shows cannabis sales on 4/20 often double a typical day’s haul (or more) as enthusiasts stock up on their favorite products and take advantage of holiday discounts8. In 2024, for example, some markets saw sales jump well over 100% compared to an average April day, shattering previous records9.
Why is 4/20 such a retail bonanza? Partly because the tradition itself drives demand—consumers plan their purchases around the holiday, saving up to splurge on 4/20 specials. But equally important is how dispensaries and brands pull out all the stops with promotions, product launches, and events to entice buyers. It’s not unusual to see dispensaries opening early, running doorbuster deals, or even hosting live music and food trucks to turn their parking lots into 4/20 parties. What was once a counterculture celebration has become a major commercial event for the legal cannabis industry, complete with its own marketing playbook and competitive strategies.
Biggest 4/20 Promotions & Trends for 2024
By 2024, 4/20’s retail and experiential hype had reached new heights. Companies big and small vied to make a splash on the unofficial holiday, leading to some truly creative and noteworthy promotions. Here’s a look at the top trends and highlights from 4/20 2024:
- Sky-High Discounts and Doorbusters: Cannabis retailers offered steep deals to draw crowds. For instance, one Illinois dispensary chain gave 42% off select brands (and 30% off everything else), plus over 420 products priced at $4.20 as one-day “doorbuster” specials10. Many stores extended their hours and ran multi-day sales events so customers could celebrate (and shop) all weekend long. The message was clear: on 4/20, bargains were as plentiful as buds, and consumers responded in droves.
- Limited-Edition Products & New Strain Launches: Brands rolled out exclusive products to capitalize on 4/20 buzz. Some saved their most exciting product launches for April 20th—for example, California’s A Golden State debuted a long-awaited new OG strain, and another brand introduced a fresh cultivar called Cherry Runtz on 4/2011. From special 4/20-themed vape pens to limited-run edibles in novel flavors, these collectibles and one-day-only drops created a sense of urgency and FOMO among enthusiasts. If it comes out on 4/20, you know it’s a big deal in the cannabis world.
- Experiential Events & Giveaways: Simply selling products wasn’t enough—2024’s 4/20 was filled with experiences. Dispensaries hosted everything from block parties and BBQs to in-store “420 fest” activities. In New York City, one shop celebrated its first legal 4/20 with a weed-themed comedy show, a pizza party collaboration, and even a fashion pop-up with Pharrell Williams’ streetwear brand1213. In Illinois, a dispensary partnered with a major cannabis brand to put on a comedy showcase for customers14. Giveaways were huge, too—one New Jersey store even raffled off a free pound of cannabis to a lucky customer at 4:20 p.m.15. These kinds of events turn a shopping trip into a celebration, strengthening customer relationships (and generating plenty of social media buzz).
- Mainstream Collabs and Big-League Marketing: Perhaps the most striking trend is how 4/20 promotions have burst out of the cannabis niche and into mainstream marketing. In 2024, former heavyweight champ Mike Tyson helped stage a countdown in Times Square with his cannabis brand and a seed company, taking over a 20-story billboard for the occasion16. At 4:20 p.m. on April 20th, a giant “Grow Your Own” ad lit up the heart of New York City—a sight that would’ve been unthinkable back when 4/20 was an underground thing. And it’s not just cannabis companies getting in on the fun: fast-food and snack brands have cheekily embraced 4/20 in recent years (for example, Totino’s pizza rolls and Carl’s Jr. have run 4/20-themed campaigns)17, recognizing the cultural moment (and munchies tie-ins) that the holiday represents. In short, 4/20 has become a cross-industry marketing bonanza, from limited-run cookie flavors to cannabis-infused gimmicks—everybody wants to ride the 4/20 wave.
A 20-story billboard in New York’s Times Square counts down to 4:20 PM on April 20, 2024, as part of a cannabis promotion.
Big, splashy marketing moves like this show how far 4/20 has come. What started as a code word is now boldly displayed on Broadway, quite literally. For 2024, the trends were clear: deeper discounts, hotter product drops, more immersive events, and mainstream brand tie-ins made this 4/20 the most celebrated one yet. And each year, the bar just gets higher (no pun intended) for what’s in store on April 20th.
Why 4/20 Matters for Cannabis Professionals
For anyone working in the cannabis industry, 4/20 is far more than an excuse to throw a party—it’s a cornerstone of business strategy. This single date can account for an outsized share of annual sales and customer acquisition, so savvy professionals treat it with the importance of a major holiday retail season. Think of it as the cannabis industry’s Super Bowl: a chance to engage your audience, showcase your brand, and drive a big revenue spike in a short time. Companies that go all-in on 4/20 often see record-breaking sales and foot traffic, and those that sit it out risk missing the boat as competitors swoop in with irresistible deals.
In practical terms, making the most of 4/20 requires planning and creativity. Successful dispensaries and brands start crafting their 4/20 game plan months in advance—coordinating inventory, staffing, marketing campaigns, and any special events well ahead of April18. On the day of, virtually every retailer is offering some kind of promotion or unique experience, so standing out means being inventive and prepared. That could involve partnering with other local businesses, booking a popular food truck or DJ, launching a loyalty rewards push, or advertising early so customers know your 4/20 offerings are unmissable. “Prepare early and outpace the competition” has become a 4/20 mantra in the industry18.
Finally, 4/20 is a chance to strengthen community and culture around your business. It’s one of those rare occasions where consumers are not just willing but eager to interact with cannabis companies in a celebratory context. Brands often use 4/20 to thank their customers, whether by handing out swag, hosting educational demos, or simply fostering a fun, festive atmosphere that keeps people talking long after. The goodwill and word-of-mouth generated on 4/20 can boost your brand’s profile for the rest of the year.
Bottom line: 4/20 matters because it’s the day the whole cannabis world—consumers, advocates, and businesses alike—comes together. For cannabis professionals, it’s a golden opportunity to hit your goals, amplify your message, and be part of a global cultural moment. From its humble origins with the Waldos to its current status as an international retail event, 4/20 embodies how far the cannabis industry has come. And as legalization spreads further, you can bet the legend of 4/20 will continue to grow… much like a well-tended plant.
References
- Holland, Brynn. “The Hazy History of ‘420’.” HISTORY, https://www.history.com/news/the-hazy-history-of-420 ↩
- Holland, Brynn. “The Hazy History of ‘420’.” HISTORY, https://www.history.com/news/the-hazy-history-of-420 ↩
- Holland, Brynn. “The Hazy History of ‘420’.” HISTORY, https://www.history.com/news/the-hazy-history-of-420 ↩
- “The History and Evolution of 420 Marketing.” Grasslands Blog, https://www.mygrasslands.com/cannabis-marketing/the-history-and-evolution-of-420-marketing ↩
- “The History and Evolution of 420 Marketing.” Grasslands Blog, https://www.mygrasslands.com/cannabis-marketing/the-history-and-evolution-of-420-marketing ↩
- “The History and Evolution of 420 Marketing.” Grasslands Blog, https://www.mygrasslands.com/cannabis-marketing/the-history-and-evolution-of-420-marketing ↩
- Long, Andrew. “Three takeaways from 4/20 cannabis sales data.” MJBizDaily, https://mjbizdaily.com/three-takeaways-from-4-20-cannabis-sales-data/ ↩
- Simakis, Michelle. “As Predicted, 4/20 Sales Surged…” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/cannabis-sales-trends/news/15686667/as-predicted-4-20-sales-surged-during-cannabis-industry-holiday-weekend ↩
- “420 2025 Retail Guide.” Flowhub Blog, https://flowhub.com/learn/420-holiday-retail-guide ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “4/20 Deals and Events: Times Square, Comedy Shows, and Consumption Lounge Parties.” Cannabis Business Times, https://www.cannabisbusinesstimes.com/business-issues-benchmarks/commercial-cannabis-sales/news/15686745/4-20-deals-and-events-times-square-comedy-shows-and-consumption-lounge-parties ↩
- “The History and Evolution of 420 Marketing.” Grasslands Blog, https://www.mygrasslands.com/cannabis-marketing/the-history-and-evolution-of-420-marketing ↩
- “420 2025 Retail Guide.” Flowhub Blog, https://flowhub.com/learn/420-holiday-retail-guide ↩
