Herb, weed, pot, whatever you want to call it, it has its own so-called holiday.
April 20 or "4-20" the date is synonymous with marijuana
"Pretty much our Christmas, it's the big holiday for us," said Brandon Miceli, General Manager at Herbal Wellness Center.
At the Herbal Wellness Center medical marijuana dispensary in Phoenix, 4-20 is celebrated with giveaways, raffles and discounts.
420 started decades ago, but the once on-the-fringe celebration has gone mainstream.
"It's been a movement that has caught fire around the country," said Miceli.
Promoting 4-20 has some people worried that the special events send the wrong message to kids.
"4-20 is a national drug holiday and unfortunately it's the first time that a lot of kids will try drugs and we want to offer drug testing kits so we can work towards preventing that," said Jansen Neff, with non-profit organization Not My Kid.
The organization will be give away drug testing kits to parents.
Meanwhile, dispensaries across the valley will give away weed to medical marijuana card holders
employees at herbal wellness center believe the best way for parents to keep kids away from drugs is through conversation.
"It's through responsible use, it's through education, it's through dialogue," said Miceli.