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.

Most Americans believe marijuana use should be legal, according to a new survey.

Most Americans believe marijuana use should be legal, according to a new survey.

Although some marijuana enthusiasts will continue age-old traditions of watching stoner flicks like How High and Half Baked on 4/20, there are a few new TV options for them to indulge in during the week of the worldwide cannabis holiday.

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

The event is the brainchild of Jim McAlpine who came up with the idea more than two years ago as a way to "de-stigmatize the millions who use cannabis in a healthy and responsible lifestyle."

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

Buckle up, America. This trip is only getting started.

Total U.S. cannabis retail sales on the festive occasion exceeded $37.5 million, marking an almost 30 percent spike in retail transactions since last year’s 4/20 bonanza.

April 20 may just seem like any other day, but to pot smokers and marijuana enthusiasts around the world, 4/20, or National Weed Day, is a time to celebrate — and consume — cannabis.

With 420 right around the corner, Nike is getting ready to release a brand new pair of kicks designed specifically for weed’s high holy day. This year’s cannabis-themed SB Dunk Highs are going with a sleek “spaced out” look.

April 20th serves as the highest of High Holidays for the marijuana movement. This year comes, once again, with rapid policy changes around medical and recreational marijuana.

April 20th, also known as 4/20, is the annual holiday for all things weed, and Hill staffers will have a unique chance to celebrate.

April 20th, also known as 4/20, is the annual holiday for all things weed, and Hill staffers will have a unique chance to celebrate.

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.

While basement chemists and chefs continue to elaborate on edibles, the market is looking toward “drinkables” as the next frontier in catching a high.

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

With 4/20 now its own legitimate holiday, U.S. marijuana shops will set new sales records this month, analysts predict.