Happy 4/20 everybody! As the entirety of the cannabis world gears up for this celebration, we celebrate in our own way with our annual special series where industry players, from growers and operators to equipment suppliers take stock of the cannabis industry so far, every day this week. We kick off today with a question that is a bit less market focused for our standards, yet it's one worth asking in 2026: what does 4/20 actually mean now, and what does the answer say about how far the industry has come?
Historically, the twentieth of April has been more a marker of legitimacy than a celebration only. It's a moment where the legal market could demonstrate its scale and seriousness. Now that we've settled that argument, what does 4/20 even mean now?
Chris O'Ferrell, Senior Director of Cultivation at Deep Roots Harvest and The Source, never saw it as an argument to begin with. "I've never looked at 4/20 as a date where the industry needs to prove itself, but rather as a celebration of cannabis culture and how far it's come," Chris says. "For us at Deep Roots, it's an opportunity to connect more deeply with our community and strengthen the relationships that drive the industry forward. It's less about validation and more about bringing people together around a shared appreciation for access."
© Deep Roots Harvest
At a multi-state operator running dozens of dispensary doors, the day looks considerably more elaborate than a community gathering. BJ Carretta, Chief Marketing Officer at TerrAscend, describes what 4/20 actually involves at the company's Apothecarium locations, where the cultural and commercial dimensions of the date are running in parallel. "4/20 is incredibly meaningful to our business, it's both a wonderful retail moment and a cultural touchpoint that brings new and existing consumers into the fold," BJ says. "There is a strong sense of community, celebration, and normalization tied to the day, especially in markets like New Jersey that are continuing to mature. At our Apothecarium dispensaries, we see a significant uptick in both traffic and basket size around 4/20, with customers exploring new formats, stocking up on favorites, and taking advantage of limited-time offers. This year, we're leaning into that demand with tiered promotions, bundle deals, and brand-led activations across our stores. We're also spotlighting some of our most popular brands, including Kind Tree and Legend, with exclusive drops and in-store education to help guide both new and experienced consumers. 4/20 creates a shared entry point, whether you're a first-time customer or a longtime enthusiast, and gives us an opportunity to engage, educate, and celebrate how far the legal market has come."
© Pipp Horticulture
The gap between Chris and BJ's perspective is not a contradiction so much as a reflection of where the industry sits in 2026, with the cultural roots still intact and a fully operational commercial apparatus growing up around them. Mark Shin, Senior Vice President of Marketing at Mfused, draws a parallel to describe this dual identity. "It is both for us at Mfused," Mark says. "It will always be a cultural moment for the cannabis community, similar to other holidays that carry real sentimental value. At the same time, it has become highly commercialized at the business level, where brands and retailers use it to promote products, drive traffic, and generate meaningful revenue. I would compare it to Black Friday in mainstream American culture."
In other words, the commercial layer grew up around the cultural one, and most people navigate both on the same day without questioning the combination. "What has changed is that the industry no longer depends on 4/20 to prove itself," he says. "Cannabis has reached a level of acceptance where demand is consistent year-round, and 4/20 now serves as a moment to amplify that momentum."
Stay tuned for part 2!
