While it’s not yet on calendars, April 20 has become the unofficial holiday of marijuana, particularly in the growing number of states where pot has been decriminalized for recreational use.

The growing acceptance of marijuana has opened up consumer opportunities for the 420 holiday.

The hunt is on for a new location for Vancouver’s 4/20 marijuana rally, starting in 2018.

Two weeks after many cities celebrated 4/20, people in cities around the world will take to the streets on Saturday for the 2017 Global Marijuana March (GMM, in some places known as the Million Marijuana March) as a protest to end cannabis prohibition in each of the countries where the march takes place.

Lovers have Valentine’s Day. The kids have Halloween. And the stoners have 4/20.