April 20 is the biggest day of the year in cannabis. Sales at legal shops topped $111 million in 2021. "With most of the country opening back up in time for this year’s 420 holiday, cannabis retailers expect more of the same," predicts MJ Freeway, who recommends retailers offer discounts and bundles.
MJ Freeway suggests in its 420 Guide: "Partner with your closest pizza shop to crossmarket a deal. For instance, if someone spends $xxx at your dispensary, they can get a voucher for a free pizza (or make it a less expensive item like breadsticks). You incur the cost of repaying the pizza business for the food item; the pizza business should give you the food item below retail price as they will benefit from increased traffic and high-margin add-ons like beverages. This type of outside-the-box tactic grabs attention and makes you stand out from the crowd while expanding your audience reach through crosspromotion."
"The real value of 420 is building loyalty and repeat business. You have an opportunity to attract new customers, especially this year with the acceptance of cannabis on the rise."
What Is 420?
It's a slang term for marijuana. In the early 1970s, Deadheads invented the term. That invention has been credited to a group of students who attended San Rafael High School in Northern California calling themselves the Waldos. In 1990, a flyer distributed at Grateful Dead shows in Oakland said 420 was a code for a marijuana arrest. The flyer also hyped the idea of a 4/20 holiday. Gradually, 4/20 events started to take place in California. That spread to Colorado and then to the rest of the nation.
Born in the 20th of April
At least 40 celebs and activists were born on 4/20. The list includes Carmen Elektra, Killer MIke, Jessica Lange, Stephen Marley, Tito Puente and Andy Serkis.
Top 5 Events on 4/20/22
• 4/20 on Hippie Hill, San Francisco: One of the longest running 4/20 events takes place in Golden Gate Park. Berner and Mike Tyson are on the bill. FREE
• Mile HIgh 420 Festival, Civic Center, Denver: Since legalization kicked off in 2012, this hip-hop event has been a mainstay. Lil Jon, Taleb Kwali and Big Boi are scheduled to perform. FREE
• 420 on the Rocks, Red Rocks Amphitheatre, Morrison, CO: Every 4/20, Red Rocks books a great lineup. This year it's Method Man & Redman, Pepper and Collie Buddz. $$
• 420 Weed & Wine Emerald Triangle Bus Tour: Spend the day in Mendocino Country sampling all kinds of heady flavors. The bus leaves from San Francisco. $$
• NYC 420 Celebration, Amazura, Queens, NY: The team that's been producing upstate events hits New York City with a 4/20 event featuring the Original Wailers, Makeda Marley and Immortal Technique. $$
Check out our list of more than 160 events here.
Where's Snoop Dogg?
420 at the Movies
Several events feature screenings of classic stoner flicks:
• Dazed and Confused: Moonrise Cinemas, Plymouth, MA
• Up in Smoke: The GardenShoppe, Hollister, CA
• Up in Smoke: The Montalban, Los Angeles, CA
Also, Cypress Hill: Insane in the Membrane premieres on Showtime.
Have a great 4/20!