Responding to coronavirus, marijuana firms shift to virtual 4/20 celebrations with online concerts, giveaways
Gone are large gatherings of people celebrating the unofficial April 20 cannabis holiday.
The pivot has proved costly and forced companies to scramble.
Some marijuana businesses, for example, have already forked over thousands of dollars for events and concerts that no longer will happen.
Others had ideas percolating but had not yet spent much time or money executing them.
The ways cannabis businesses plan to celebrate the monthlong 4/20 celebration this year include: