ATTLEBORO, MASS (WJAR) — Sunday is Easter, but for many cannabis enthusiasts, the date also marks another kind of celebration.

Since the early 1970s April 20th, or 420, has become a widely recognized marijuana holiday.

One local dispensary is making the most out of the celebratory weekend by hosting their 420 event a day early this year, to allow for more traditional Easter Sunday festivities.

Hundreds gathered at the Zahara Cannabis Dispensary in Attleboro for what staff call the Superbowl of the cannabis world.

Last year, the 420 celebration at Zahara came days after a car crashed into the building, though the event was held nonetheless.

Since legalization, throughout Southern New England states, the day has become a massive business opportunity.

Large scale events, like the Smoked out 420 fest at Zahara, attracting hundreds to celebrate the day.

Staff at Saturday’s event walked the grounds to ensure everyone was enjoying responsibly.