[dropcap size=big]A[/dropcap]fter a full year of cannabis finally being recreationally legal, 4/20 – the annual high holiday for stoners that originated in the Bay Area in the late 70s – is more popular than ever in L.A. The city is redefining its 4/20 identity, as the legal market matures and the holiday evolves from a day for only the most dedicated stoners and canna-nerds into a mass marketing event and sales opportunity for the cannabis industry. Despite all that, the big business of weed has a wonky road ahead as Los Angeles officials continue to spend millions on enforcement.
Black Friday for Stoners
[dropcap size=big]I[/dropcap]t appears 4/20 has become a lucrative holiday for not only cannabis retailers but also other brands looking to capitalize on the holiday. According to Postmates, hamburger orders increased by more more than 300 percent on 4/20 and orders for Taco Bell’s Doritos Locos Tacos doubled. Carl’s Jr. revealed a nationally hyped CBD infused burger in Denver, while Nike and Adidas both dropped stoner-friendly shoes.
And in Los Angeles, hundreds of people lined up outside of stores even before they opened to get a head start on 4/20 deals. Stores gave away weed practically for free, waved taxes on new drops, and solicited celebrity endorsements to capitalize on the holiday. Beyond city limits, in Adelanto, Kushstock hosted a free festival that featured vendors as well as live performances.