The origins of 4/20 are obscure, but the most common story is about a group of 1970s high-school students who’d meet outside their school at 4:20 p.m. to search for a legendary abandoned marijuana crop (which, needless to say, they never found). Whatever its source, 4/20 has become the busiest cannabis sales day of the year, according to data provider Headset Inc.

It was the industry’s single biggest day of sales in 2018, with sales up 111 percent compared with the four Fridays before and after the holiday, according to Headset, which compiled sales data from Washington state, California, Nevada and Colorado.

By comparison, beer sales during the two-week period including July 4 were up 33 percent versus an average two weeks in 2018, according to Nielsen Holdings Plc, which has partnered with Headset to analyze the U.S. legal pot market for consumer packaged-goods companies.

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