Photo by Tim Brown.

What Valentine’s Day is to the florist industry or Thanksgiving to turkey farms, the forthcoming 4/20 is to the local delivery services that bring cannabis to D.C. doorsteps.

“We planned ahead a long time ago to make sure we have the logistics taken care of,” says David Umeh, CEO of Highspeed, a juice delivery service in D.C. that offers gifts of marijuana alongside its purchases. “We’re ready. 4/20 could be every day of the week and we’d be ready.”

Under D.C.’s “Home Grow, Home Use” marijuana legalization law, Initiative 71, people over the age of 21 can gift up to an ounce of weed to someone else, even though congressional meddling prevents the District from creating its own tax-and-regulate system for recreational bud.

Entrepreneurs have seized this “gifting” clause to found businesses that sell something legal, like, say, a hat, and then include some marijuana in the bag, too. While the businesses claim to all be compliant with Initiative 71, it’s currently a legal gray area, one that police and some pot advocates believe is illegal. The ambiguity hasn’t stopped the gifting economy from making its way north, to states like Massachusetts and Maine.

One way Highspeed is prepping for April 20 is by creating promotional codes for customers, promising better perks for those who sign up for the company’s newsletter. “This is the Christmas of weed culture,” says Umeh. “We want to make sure the promo code is clever.”

While Highspeed had to make sure its drivers were ready to work this Thursday, Umeh says they didn’t hire anyone extra to get behind the wheel.

That’s not the case for District of C, an art delivery service looking to increase employment levels in the area’s Deaf and hard-of-hearing communities. The group says over email that it’s doubling its drivers for Thursday, which marks the company’s year anniversary.

They’ll be giving out free merchandise all day to celebrate, along with “surprises in random bags for a few lucky customers,” the group says.

Not everyone is celebrating with deals. “We’re not doing anything special,” says Mark, the man behind Pink Fox, a lifestyle brand that sells clothing and gives away edibles. “We haven’t seen anything crazy or some sort of spike in demand” in the run-up to the holiday.

Mark is focusing his energies instead on the second-annual National Cannabis Festival, which’ll be at the RFK Festival Grounds on April 22. Pink Fox is participating. “It’s gonna be an enriching day,” he says.

Umeh of Highspeed is also planning an event this week—an art show called “Washington vs DC” on the 19th, which explores the contrasts of the Distrct. “You’ve got the politics and you’ve got the culture, and they’re both necessary. They have to co-exist,” he says. “What better way to express that than via art?”

Umeh says people have questioned whether the event is really an art show and he maintains it’s for real. “People are like, “Oh my god, they’re going to give turkey bags away of weed,'” he says. “No, we’re doing an art show. Get your taste levels up.”