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Many cannabis fans are as devoted to their unofficial holiday, April 20, as some people are to Christmas, Halloween or the Fourth of July. In recent years, as cannabis has grown in mainstream acceptance and legality, 4/20 has been marked with parties and concerts, stadium-sized festivals and pot versions of pub crawls.
But not this year, as the coronavirus response has blocked public gatherings, gutted the experiential industry, canceled nearly every major 4/20 event and substantially altered marketers’ approaches to the day.