Are summer long weekends the new 4/20?

It’s a Canadian rite of passage: on the precious few long weekends that fall between May and September, everyone from coast to coast gathers to celebrate at backyard barbecues, lakefront cabins, and fireworks displays. But lately, a new tradition is taking shape.

Alongside burgers and beers, more people are reaching for cannabis, in forms designed to share, sip, and socialize. These summer long weekends are becoming more than just a date circled on the calendar, and instead becoming a flashpoint for a broader shift in how Canadians unwind.

Celebrating with cannabis

Once dominated by beer runs and cooler packs, long weekends are now delivering consistent cannabis sales spikes. According to Hifyre, sales rose 7% in 2023 and 9.6% in 2024 in the lead-up to Canada Day, versus the average weekly sales for that year.  It’s not just about buying more, it’s about how Canadians are choosing to celebrate. Pre-rolls and beverages fit seamlessly into social situations, suggesting that cannabis is becoming a defining feature of summer gatherings.

This trend is playing out year-round. Statistics Canada reports an 8.4% drop in per capita alcohol spending over the past two years, while cannabis spending is up 12.3%. What we’re seeing isn’t just a seasonal experiment, it’s a behavioural shift. Cannabis is no longer niche; it’s not only accepted, it’s becoming a natural part of how people connect. It’s also indicative of a growing movement of mindful consumption, as people seek out alternatives to alcohol that align with changing lifestyles and wellness priorities, particularly among Gen Z.

How the health-conscious unwind

According to NielsenIQ, Gen Z consumers gravitate toward more holistic and mindful options—including non-alcoholic beverages—showing a desire for more intentional choices in social settings. But this trend isn’t limited to younger generations. A study published in the British Food Journal found that 53–56% of beer drinkers are willing to try cannabis-infused beverages, reflecting a growing openness to alternatives that offer a different way to unwind and socialize.

As interest in alcohol alternatives rises, cannabis-infused products are gaining momentum—particularly in Canada, where edibles and beverages are emerging as mainstream options. Cannabis beverages offer a familiar experience, holding a can or glass and sipping over time, without the hangovers or dehydration that come with alcohol. Meanwhile, edibles provide a discreet, long-lasting alternative for those looking to unwind without the ritual of drinking. Innovations in the category, such as fast-acting formulations, are making it easier than ever for consumers to incorporate cannabis into their social habits in a way that aligns with evolving preferences.

The mainstreaming of cannabis

The data backs it up. According to Hifyre, ready-to-consume categories like beverages and pre-rolls are driving significant sales lifts during long weekends. In the lead-up to Canada Day 2024, beverage sales jumped 21% over the weekly average, and pre-rolls rose 10.2%. These trends highlight how convenience and shareability are reshaping consumer preferences and how attitudes toward consumption are evolving.  So, as we celebrate the end of summer, it’s worth noticing what’s in our hands, because what we choose to consume says a lot about how we’re changing.

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