Virtual 4/20: How the Cannabis Industry Is Adapting Its Signature Holiday for Quarantine

Dispensaries get creative, and celebrities join in, as gatherings give way to livestreams

Harvest House of Cannabis, a dispensary operating in 7 states, collected tips and recipes into an 'Insider's Guide to 420.' Harvest House of Cannabis
Headshot of T.L. Stanley

Many cannabis fans are as devoted to their unofficial holiday, April 20, as some people are to Christmas, Halloween or the Fourth of July. In recent years, as cannabis has grown in mainstream acceptance and legality, 4/20 has been marked with parties and concerts, stadium-sized festivals and pot versions of pub crawls.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
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