4/20: Tracing the Roots of Cannabis Culture's Biggest Day
Everyone talks about 4/20 like it's been a thing forever but it wasn’t always this loud. What started as a lowkey code between friends turned into one of the most recognized dates in cannabis culture.
If you're wondering what is 4/20 and why it matters, this is your sign to find out. We’re breaking down the real story behind it, how it became part of mainstream culture, and why we still show up for it every year.
What Is 4/20 and Where Did It All Begin?
4/20 isn’t a made-up marketing holiday. It started way before hashtags and viral campaigns. Back in the 1970s, a group of high schoolers in San Rafael, California, who called themselves “The Waldos,” used the number 420 as code. So no, 4/20 wasn’t about some law or a police code like some people think. It was just a bunch of teens, a clock, and a plan to go exploring.
Want to learn more beyond 4/20? Check out our latest guides and insights written just for you.
Where Did the Term 420 Really Come From?
Now that we’ve talked about the “Waldos,” let’s get into the details. This group of five high school students in Northern California got wind of a supposed abandoned cannabis crop near the Point Reyes coast. They’d meet by a statue at school, Louis Pasteur, to be exact, right at 4:20 p.m. every day to try and find it.
The code “420” became their shorthand. If you knew, you knew. And yes, they never found that crop, but they did start something way bigger. The term stuck with them as they moved through circles of friends, and it slowly spread beyond their hometown.
How Did 420 Catch On?
A huge part of 4/20’s global reach comes from music, specifically, the Grateful Dead. The Waldos had direct connections to members of the band. One of their dads managed real estate for the band, and another had a brother who was close with a bassist. Through those ties, “420” made its way backstage, into rehearsals, and out to fans.
Grateful Dead followers (aka Deadheads) picked up the lingo fast. From there, it traveled through tour posters, word-of-mouth at concerts, and eventually onto merchandise. It was organic, unforced, and it stuck.
Why Did Media Love 4/20?
By the early 1990s, High Times magazine helped push the term into the spotlight. One of the magazine’s editors attended a Dead concert, heard the term used, and ran with it. The magazine started featuring 420 references, celebrating the date, and using it in content. That helped solidify it as more than a code.
Then it hit the internet. Online forums and early websites helped spread the story. Suddenly, 4/20 was showing up on shirts, memes, and eventually across social media.
Media outlets saw 4/20 as a catchy, headline-friendly term with a mysterious origin. It was short, easy to remember, and tied to something that sparked curiosity. News sites, documentaries, and even mainstream movies started referencing 420 without much context, because people already got the gist.
How Do People Celebrate 4/20 Today?
These days, 4/20 is a calendar event. What used to be underground has turned into a full-on celebration in legal states. From cannabis-friendly concerts to brand pop-ups and food truck festivals, the range of events on April 20 gets bigger every year.
Brands (like us) now get to legally participate by running limited-time pricing and showcasing cannabis products for responsible adults. Cities with recreational laws often host block parties or dispensary-hosted events, and some people even treat it like a national holiday.
At the same time, not everyone goes big. Some folks spend the day lowkey, maybe visiting a local shop, checking out 4/20 sales, or just supporting their favorite age-verified brands online. The important thing is that people now have options, and most importantly, they’re doing it legally where permitted.
What Kind of Events Happen on 4/20?
There’s no one-size-fits-all way to join in. Here’s what 4/20 might look like depending on where you are:
- Local cannabis expos with speakers and brand booths
- Live music events featuring artists who support cannabis culture
- Food pop-ups that bring local flavor into the celebration
- Art shows focused on cannabis-inspired creativity
- Educational sessions about cannabis reform and history
- Dispensary-hosted raffles and merch giveaways (in legal states)
- Online launches of limited-run products for adults 21+
- Community clean-ups or reform-focused meetups led by advocacy groups
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How Has Legalization Changed 4/20?
Legalization didn’t just make 4/20 bigger, it made it safer and more inclusive. With cannabis laws expanding in the U.S., the holiday went from off-the-grid to something you can talk about at work or see in headlines.
Brands no longer have to skirt around the subject. We can now participate openly, while still following the rules. That means access to compliant products, community-driven events, and a lot more visibility for businesses like ours.
It also changed who gets involved. You’ll find working professionals, parents, entrepreneurs, and new consumers joining in. There’s more focus on information, responsible purchasing, and checking out regulated products with proper labeling.
How Do Legal States Celebrate Differently?
4/20 hits different depending on your zip code. In legal states, it’s a festival. You’ve got full-on retail specials, city permits for gatherings, and some very creative marketing (that still follows the rules).
In states where cannabis isn’t legal yet, things are quieter, but still happening. People might check out educational livestreams, look into reform advocacy, or shop legal CBD options where available.
What Does 4/20 Look Like Now?
It’s not just about flower anymore. 4/20 now includes a whole range of products, from pre rolls and edibles to drinks, tinctures and more. You’ve got options that match your preferences, your lifestyle, and your curiosity.
And it’s not only legacy consumers marking the date anymore. More adults are shopping responsibly. Everyone from creatives to professionals are now part of the crowd checking out 4/20 deals. It's no longer a niche thing. It's for anyone over 21 who's into learning more or participating in age-restricted events and promotions.
April 20 has turned into a day where cannabis education, access, and celebration come together. You’ll find responsible consumers browsing menus, grabbing limited-time pricing, and keeping an eye out for what brands are offering, all within legal boundaries.
How Does Apotheca Celebrate 4/20?
At Apotheca, we’re all about keeping the tradition alive. Every year, we highlight special 4/20 pricing across select products on our website for verified adult shoppers. We do it with purpose and transparency, without cutting corners or pushing gimmicks.
We also treat 4/20 as a time to connect with you. Our team puts effort into making sure you know what’s available, what’s compliant, and what’s worth checking out if you’re age-verified and shopping responsibly.
Why Shop Apotheca During 4/20?
Because we keep it real. We work hard to make sure you have a place to shop without confusion or gray areas. You’ll always find:
- Transparent labels and details. View our hemp COAs for test results and product breakdowns.
- No fluff or misleading promises
- Easy browsing across categories
- Educational resources that don’t talk down to you
- Special 4/20 sales worth checking out
Final Thoughts
Back in the day, 4/20 meant a lot more than just showing up for deals. It was a statement. In a time when cannabis was still heavily criminalized, using “420” was a way for people to connect without saying too much out loud.
For some, it represented rebellion. For others, it was about creating community. It gave folks a low-key way to support a culture that wasn’t mainstream yet. And it laid the groundwork for what would become an entire industry of age-restricted, regulated products that exist today.
We’ll keep showing up every April 20, and every day in between, to support access, information, and the kind of products you can trust. So if you’ve ever wondered what is 4/20, the short answer is this: it’s part of our story now.
Check out Apotheca’s 4/20 deals, mark your calendar, and let’s keep the celebration going, for the culture, for the progress, and for you.
