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Marijuanaentrepreneursarecapitalizingon4/20,theannualpotheadholiday,asanopportunitytosellevenmoreweedthanusual.

"Thisisourindustry'sOktoberfestandNewYear'sEveallcombinedintoone,"saidDr.StuartTitus,CEOofMedicalMarijuana,Inc.,aCalifornia-basedonlinepurveyorofhempoilwho'sofferinga4/20discountof35%.

WhydidApril20becametheannualcelebrationforcannabis?Theexplanationsaremurkyandfilledwithurbanlegends,thoughithardlyseemstomatteratthispoint.What'simportantisthatlotsofpeopleopenlysmokepotinanextra-celebratorywayonApril20.

"We'rejustexpectingtogetslammed,"saidCraig"C.J."FuchsofStudio420,apipeshopandsmokingroominEnglewood,Colorado."We'reexpectingtobeprobablypackedfromThursdaytoSunday."

Fuchs,whoownsthebusinesswithhisfather,Marty,saidhe'sdoublinghisusualentryfeeto$20forthe4/20weekend.PatronsareallowedtosmokeatStudio420eventhoughFuchsdoesn'tsellweed,justthemerchandiseforit.Butforthoseretailerswhodo,4/20providesanannualboomforpotsales.

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"Whatwedoseeisaprettyheavyspike,anywherefrom30%to40%intheweekleadingup,andinthedaysafter,"saidGrantPettrie,salesdirectorforDenver-basedPotguide.com,aninformationsourceonmarijuanalawandbusinessaswellas

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dispensariesanddiscounts."There'smoreofanuptickbecauseit'sbecomingmoreaccepted."

RecreationalmarijuanaislegalinWashington,D.C.,andeightstates,includingfivestatesthatlegalizeditjustlastyear.InColorado,OregonandWashingtonstate,allofwhichhavehadalegalrecreationalmarketforyears,4/20hastakenonthetrappingsofadefactosalesholiday,likeValentine'sDayforfloristsandjewelersorNewYear'sforhealthclubsandliquorstores.

Nectar,acompanythatjustopeneditseighthdispensaryinOregon,ismaxingoutstafffor4/20andofferingdiscounts.

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"Yes,4/20reallydoesshowalargeincreaseinsales,"saidJustinViviani,managerofTheOregonWeedery,adispensaryinPortland."Lastyear4/20wasonWednesday,traditionallyourslowestdayoftheweek,andwesawa300%increaseinvisitsandsales."

Vivianisaidhe'llbeofferingdiscountsonnewproducts,aswellaslivemusicatthedispensarywithfree"non-medicated"snacks.

Thisyear,4/20isonaThursday,whichputsitclosertotheweekend.Vivianibelievesthiscouldleadtoevenstrongersales,sohe'sstockingup.

"Wewillbeheavilystaffedwithextrabudtendersthatday,"hesaid."Wepackageourownflowerandcraftourownjointssowewillbedoingalotofpre-workjusttostaystocked."

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It'snotjustdispensariesthatseeextrabusinessaround4/20.Retailersthatsellsmokingimplements,marijuana-themedclubsandsmokingroomsandproducersofcannabisproductslikeediblesandtincturesalsogetboosts.

AccordingtoNewFrontier,aresearchcompanythatanalyzesthemarijuanaindustry,saleson4/20tendtobeseveraltimeshigherthanonotherdays,anddiscountsplayaroleindrivingthat.

InclassicBlackFridayfashion,manyretailersoffer4/20discountsofupto30%formedicalmarijuana,andupto50%forrecreational,accordingtoPettrieofPotguide.com.

"Thisisareallygoodtimetostockuponproduct,"hesaid.

GreenManCannabis,acompanywithtwodispensariesinDenver,fuelsthe30%salesbumpithasseenon4/20withdiscountsofnearly50%onpre-rolledjointsand20%onmarijuanapurchasesofatleastaquarter-ounce.

Toastisn'toffering420dealsbecausetheCEOiscastinghiscannabiscigarettesasluxuryproducts.

NativeRoots,acompanywith14dispensariesinColorado,ismarking4/20withits"smokin'tokenpromotion,"whereanycustomerbuyinganounceofmarijuanaduringthemonthofAprilcouldpotentiallywin12freeounces,distributedonepermonthoverthenextyear.

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Butnoteveryoneisjumpingonthe4/20bandwagon.PunitSeth,CEOandco-founderofthenewlyreleasedmarijuanabrandToast,isn'tofferinganydiscountsforhis$8510-packsofcannabiscigarettes.

"4/20isalmostlikeSt.Patrick'sDayforalcohol;it'saboutgettingasmessedupaspossible,"saidSeth,whosewebsitedepictsmodelsinsuitsandfurspuffingweedinachic-lookinglounge."Wewantourproducttobeheldinadifferentlight."

http://money.cnn.com/2017/04/20/news/companies/marijuana-420-shopping/index.html