April 20th, or 4/20, has become the de facto day of celebration for cannabis lovers around the world. The day has been co-opted by cannabis consumers who celebrate April 20th by largely congregating in groups to smoke marijuana and celebrate the drug’s recreational use. The true history behind this day is a matter of considerable discussion among scholars. What started as a more modest advocacy effort has become a massive cultural phenomenon.
The marijuana industry has embraced this special day, with dispensaries and businesses creating exclusive deals, promotions, free products and giveaways to entice marijuana consumers. Retailers on every corner of the country offer steep discounts on cannabis products, enticing veteran tokers and first-time users to join in the celebration. Many non-cannabis businesses partake in the celebrations with cannabis-themed promotions. Their goal is to assist those who are dealing with amplified cravings, otherwise referred to as the “munchies.”
The Date and Its Significance
While April 20 has become a celebration of cannabis culture around the world, the day is still marked with some unique oddities. In 2025, the date coincides with Easter Sunday, making the anniversary all the more bittersweet. The coincidence of these two momentous days raises the question. How people choose to celebrate them will be up to the public, perhaps even affecting long-time Easter celebrations.
Although Bob Marley is perhaps best known as the face of marijuana culture, he never actually born on April 20. Born on February 6, 1945, Marley expressed the experience of the oppressed. Tragically, he succumbed to his injuries at the young age of 36 on May 11, 1981. His Teflon status in the cannabis community frequently creates misunderstandings. His birthday is commonly mistaken for its relation to 4/20.
Theories Behind 4/20’s Origin
The tale of how 4/20 grew into an unofficial holiday is something of a mystery. One of the most prevalent theories is that a group of high school buddies from California in the ’70s first coined the phrase. They turned it into a usage marker for how often people smoked weed. This group would reportedly meet at 4:20 PM to indulge in their shared interest.
One other explanation connects the expression to Bob Dylan’s “Rainy Day Women #12 & 35.” The chorus Everybody must get stoned fits nicely with the marijuana culture and as luck would have it, 12 times 35 equals 420. This tenuous connection has resulted in many people crediting Dylan’s work with the creation of 4/20 as a day of celebration.
The lore continues to develop with such an interesting twist. One friend from the original group told us that he had a brother who had introduced the code “420” as a way to discuss growing pot in the woods without parents finding out. Their close association with the Grateful Dead, a band known for its fans’ love of cannabis, further solidified the code’s place in cannabis culture.
Commercialization of 4/20
As our society has become increasingly receptive to marijuana legalization, companies have noticed the marketing money to be made on 4/20. Because cannabis dispensaries and retailers go all out with flashy promotions and events, the day itself serves as a great day for a surge in sales. This trend has extended beyond cannabis retailers, with food chains and snack brands offering specials tailored for those indulging in munchies.
Consumers will be able to find the best deals of the year, from deeply discounted cannabis products to exciting events featuring celebrations of cannabis culture and more. This wave of commercialization is a sign of society’s acceptance and recognition of marijuana as an important cultural aspect of today’s culture.
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