2020 would have been a historic year for marijuana lovers. 4/20 has always been the unofficial holiday for marijuana, and if you think about it, the entire month of April would have been 4/20. However, the Coronavirus pandemic has left the world in a health and economic crisis, and most companies and marijuana shops were forced to downgrade their 4/20 plans or scrap them entirely.
However, thanks to the internet, not everything was lost. The web has already been a great help as people practice social distancing and self-isolation, and marijuana enthusiasts used it to celebrate 4/20.
“Celebrating 4/20 means smoking a lot of weed, and luckily we all are able to do it right now if we’ve got our hands on a stash. April 20 is like our Saint Patrick’s Day. Instead of going out and drinking, we smoke,” says 25-year-old cannabis influencer Koala Puffs.
As more states launch medical and recreational marijuana programs and marijuana becomes more accepted, 4/20 has been widely embraced in mainstream culture. From cannabis companies and shops to the everyday stoner, everyone who is part of cannabis culture sets the day aside for something special.
For Koala Puffs, the day is pretty eventful. The cannabis influencer has nearly 250,000 YouTube subscribers and over 700,000 Instagram followers. On D-Day, she did giveaways on Instagram and Twitter every hour, on top of doing Zoom hangouts and live streaming on Instagram.
For someone who built her fan base by interacting with other stoners, we couldn’t have expected any less. And in the spirit of social distancing, she hosted a smoke session before the digital Vimeo debut of a film dubbed 4/20. The ensemble stoner comedy about the aforementioned holiday is her feature film debut.
“The movie is not your usual stoner movie where everybody is baked the entire time, on a stone adventure. In this movie, there are different types of stoners, from the ones who smoke every day to me and my crew, who can’t get our hands on any because we’re underage,” she says.
Cannabis was lucky enough to be declared essential in most states with legal weed and has been seeing increased demand and sales during the crisis. According to Kate Miller, co-founder of Miss Grass, an online cannabis magazine and e-commerce platform, true stoners who have been consuming the plant for a long time are probably consuming it more than normal given they’re all home.
“But I also think there’s an opportunity for new consumers. In California and other states where there’s a regulated cannabis program, it’s considered an essential business during this pandemic. It’s easier for me to get weed right now than it is to get toilet paper.”
How did established sector players like Champignon Brands Inc. (CSE: SHRM) (OTC: SHRMF) (FWB: 496) tweak their 4/20 plans? Analysts can only guess for now.
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