Known the world over as a day to celebrate and partake in marijuana, 420 is a favorite holiday for cannabis consumers. But when did it start? Why did it start? What does 420 look like in the face of social distancing precautions? Perhaps most importantly: what’s the future of 420 as more states deem cannabis legal, and more recently, an essential business?
In this blog, we’ll take a look at the history of 420, why it is important to cannabis culture, what it means for cannabis dispensaries to be deemed an essential business, and what the industry looks like once the crisis of COVID-19 has passed.
The History of 420
420’s origin story is as varied as the strains of weed itself. The most common tales include things like 420 being the supposed number of active chemicals in marijuana, or that “4:20 PM” is teatime in Holland—a place famous for its marijuana usage. Mathematic cannabis enthusiasts often cite Bob Dylan’s “Rainy Day Women #12 and 35” as the reason behind the date since 12 multiplied by 35 equals 420. While these theories certainly add flavor to the birth of 420, the reality is a little less mysterious (although still equally as colorful).
In 1971, five friends at San Rafael High School in Marin County California would meet up at 4:20 PM by the campus’ statue of chemist Louis Pasteur to partake. Dubbed the “Waldos” because of their meeting space by a wall, the teenagers used “420” as a code for cannabis. The rest is, as they say, history.
While technically not an official national holiday—yet, anyways—there’s no denying 420’s importance to cannabis culture. From the 70s up to the present, it’s a day often thought of, bluntly put, for making merry. In recent years, however, 420 has become more than simple fun and games. Many advocates use the day as a time to push a more political agenda, calling for nationwide legalization. Businesses, too, are using the uptick in sales associate with the holiday to start regulated, regular events for cannabis consumers to attend. The trend of a more positive public perception of marijuana is a large driving force behind 420’s slow metamorphosis.
What does 420 look like as cannabis grows more regulated, legal, and essential even in times of crisis?
How COVID-19 Will Impact This Year’s 420
In the midst of the COVID-19 crisis that’s upended nearly everything about modern life—work, play, travel, healthcare—the cannabis industry has experienced a groundbreaking milestone. Across the country, medical marijuana dispensaries have been deemed “essential businesses.” Given that other essential businesses include things like pharmacies, grocery stores, and hospitals, this is no small feat. Essential businesses are deemed so because they are vital for the public’s safety, health, and well-being.
This essential status is a far cry from years prior when crackdowns on marijuana usage could earn consumers fines or often even jail time. On a positive note, the shift in the way cannabis is perceived at large may mean an even more relaxing 420 than usual. Depending on which state you live in, there may be nothing stopping you from enjoying the day—except perhaps a decrease in supplies due to social distancing and more time spent at home. Even then, hope isn’t lost—a number of dispensaries are offering online ordering, delivery services, and curbside pickup to better comply with the CDC’s guidelines regarding safe practices during the COVID-19 pandemic. For a more in-depth look at which states have made either medical or recreational dispensaries—or even both—essential services, click here.
Additionally, there’s space for even a socially distanced 420 to make a political impact. Many cannabis organizations and consumers plan to partake in digital events to help raise awareness, both of medical marijuana’s benefits and of the effects of COVID-19. Fundraisers, concerts, and other events are being adapted to fit the restrictive parameters that this 420 faces, while still connecting people in this time of isolation. Events like Cannabis Against COVID (CAC), aim to raise millions against the deadly virus, as well as push for safer options for dispensaries and consumers by petitioning the State of Colorado to legalize home deliveries for adult-use. The current changes the industry is seeing as a direct result of COVID-19—online ordering, delivery options, curbside pick up—can be leveraged to further empower cannabis’s political movement towards legality across the country.
The downside, however, to 2020s 420 is obvious. With social distancing parameters in place across the country, the usual festivals, concerts, or living room smoke sessions bringing consumers together on the big day are on hold. For many, this will only contribute to the sensation of isolation and loneliness that goes hand in hand with social distancing. Virtual options, already in place for work and social calls, can help alleviate alienation until it’s safe to be together again. You may not be able to celebrate with friends in person, but at least longtime pal, Mary Jane, will be around in this difficult time.
However, COVID-19 and its restrictions on everyday life won’t last forever. What do the changes its caused mean for the future of the cannabis industry in a post-pandemic world?
The Essential Business Designation Will Change the Future of 420
In a webinar, Forbes surveyed a number of industry experts who deemed the cannabis industry as “recession-proof” and “uniquely positioned to weather the storm” of COVID-19, which is excellent news—for the present. The future of the industry, however, is a little hazier.
With the “essential business” designation, the cannabis industry continues its trend of gaining legitimacy with United States citizens. Pot has been hailed as an effective treatment for anxiety, sleeplessness, physical pain, PTSD, and many more ailments. Additionally, there’s an implicit implication that allowing regulated medical and adult-use cannabis businesses to operate, even in times of crisis, prevents the black market from filling existing demand and putting unregulated, potentially dangerous products in the hands of consumers. As the world slowly returns to normal, it’s unlikely these positive strides made towards the overall image for cannabis will be altered. This means an uptick in sales and the continued expansion of its legality in the United States.
The challenges in the cannabis industry that existed prior to COVID-19’s intrusive introduction to the U.S. are still in play. In late 2019 and early 2020, aging accounts receivables were wreaking havoc on many companies across the board. Like many small businesses in other industries, small marijuana dispensaries may face a significant loss of revenue, if not closure entirely, in the wake of COVID-19. Recreational dispensaries, in particular, have not been deemed essential in many places and may be forced to close when faced with the economic strain of COVID-19’s requirements. Much like other items—toilet paper and hand sanitizer come to mind—the panic buying and stocking up of supplies will result in big dips in sales post-COVID-19. Additionally, dispensaries who fail to keep up with the change in how people are buying and accessing marijuana during this crisis, namely delivery, curbside pickup, and online ordering, will be far behind the curve of the new normal after the crisis is over. MJ Platform has built-in delivery capabilities and integrations for online ordering.
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On the whole, however, the industry may emerge from this crisis more widely accepted and with stronger, healthier market participants. This steadier place in the lifestyle of the U.S. can only benefit cannabis consumers, and in turn, 420. While this year’s holiday might see many consumers celebrating with Mary Jane alone, the lasting effects might help blunt the sting of isolation. However you end up celebrating 420, MJ Freeway hopes it’s a good—if socially distant—one.
