Events celebrating the most well-known cannabis holiday are getting canceled left and right, forcing brands to get creative and reach their audience in a variety of digital platforms.
During this strange period of what feels like months of quarantined madness, the days and hours are starting to blur together. However, as the general population sinks deeper into the Twilight Zone, there’s a group of people who will always know what time it is, especially around 4:19 p.m.
It’s the cannabis community.
This year was supposed to be a big one for ganja consumers and cannabis entrepreneurs alike. In 2020, there’s an excuse to celebrate the unofficial cannabis holiday daily, as it reads 4/20 on the calendar throughout the entire month of April. Alas, the universe had other plans.
As one of the most vital annual celebrations for our industry approaches, businesses are growing increasingly aware that this year will not be the same.
Due to the overwhelming spread of COVID-19 and efforts to flatten the curve, events celebrating the high holiday are being postponed or canceled. So far, over 45 million people have been affected by event cancellations of all kinds— from the Olympics to SXSW. It’s safe to say, events involving friendly groups of people sharing joints, along with their germs, are no exception.
Thankfully, maneuvering loopholes for celebrating this plant isn’t new to cannabis enthusiasts. That ingenuity in the face of opposition is what 4/20 is all about. Industry veterans aren’t going to let social distancing rain on their 4/20 parade. Instead, several companies are curating virtual opportunities for people to connect in a time where the feeling of isolation may be overwhelming.
It’s a bittersweet month for cannabis party-goers. But for homebodies who prefer a calming hit on their couch, a quarantined 4/20 is not too shabby. During this uncertainty, the one thing we know for sure is that this 4/20 will be one for the history books.
Have hope. Here are six quaran-THC events to make your high holiday suck less.
Published: April 06, 2020
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