Let’s be real, the convenience of a ready-to-smoke pre-roll is lit, pun intended. 

No need to grind, no hassling with papers or crutches while your buddy comments on your rolling skills, just spark up the jeezy and you’re off to the races. New smokers and seasoned stoners alike love joints, and a pre-roll gets them smoking faster.

That could be why pre-rolls have been crushing it for growers and producers in both the States and Canada for years and years now. And when weed smokers show their product preference at the register, brands respond.

Pre-rolls in particular have surged in popularity across North America, in the U.S. and Canada that is, as legal pot was just introduced in Mexico as of April of this year. But what is surprising is just how different American and Canadian consumers embrace these ready-to-smoke pre-rolled joints.

While pot smokers in Canada used to flock to flower, pre-rolls now corner the same market share as flower at 33%. Cross the border into the States and pre-roll market share drops to just 16%; substantial, but far from the leading cannabis product in the country. And the real kicker? Canadian consumers are paying more than twice as much for their pre-rolls as Americans, though they don’t seem to mind one bit.

The average price for a pre-roll product in Canada is $18.43 CAD, compared to just $6.50 USD in the States. But why? Believe it or not, the dramatic price difference tells an interesting story more about consumer preference than actual cost. Canadian cannabis enthusiasts have a strong preference for multi-packs, which account for more than 85% of all pre-roll sales. And the most popular option? It’s 3-packs of half-grammars, favored by a third of Canadian pre-rollers.

The American Toker, on the other hand, still leans toward the classic single 1-gram pre-roll, with multi-packs making up only 50% of pre-roll sales.

But shifting consumer preferences show that both American and Canadian pre-roll smokers are moving toward 2- and 2.5-gram multi-packs. More bud, more joints; that tracks.

US Pot Smokers Like ‘Em Strong

The Americans and Canadians agree on one thing though: potency tops everything else when choosing a pre-roll, even ahead of price. Go figure.

Speaking of price, it’s important to point out the real driver behind a premium price tag for a pre-roll in both markets: infused pre-rolls. Incorporating concentrates adds firepower to the smoke and a premium to the price, and they’re soaring in popularity among stoners.

In Canada, infused pre-rolls command prices averaging around $8 more than a regular flower-only hybrid pre-roll, the two most popular pre-roll segments by far in both countries. And Canadian infused prices continue their climb, all while the American infused pre-roll saw a massive 23% drop in price last year. God bless America.

The shift toward infused products in both countries reflects a broader trend in pot consumption: consumers more and more seek out potent, convenient products. Both countries have seen significant jumps over the years, with infused pre-rolls controlling 44% of the U.S. pre-roll market while in Canada, they account for 36% of pre-rolls sales.

Pre-Rolls Make the Summer Even Hotter

And while there are differences between the Consumers in the North and the South, there are similarities that bond us as reefer smokers: we light up more pre-rolls when the weather gets nice – go us. Pre-roll sales peak in the summer months in both nations, in fact, pre-rolls sell more than flower during this time, which is a huge driver in them being the top dog in the Canadian cannabis market.

It makes total sense too, when you’re poppin’ off at a festival or getting lit up at the beach, convenience is what it’s all about, especially when we’re talking about smoking weed while having a good time. And in Canada, that seasonal pattern actually lasted for a full 6 months, from May to October, outselling flower by $33 mil over that span!

It’s interesting though, 2024 marked the first time since legalization that cannabis revenue dropped, and by over 3%, a sign the market is maturing and prices, overall, are dropping. It’s wild though, pre-rolls were the saving grace, growing 1.2% over 2023’s sales. Small growth yes, but considering that flower sales dropped 9%, edibles dropped 12%, and concentrates 4%, pre-rolls are the true, consistent driver of sales.

In the States however, massive growth continues for pre-rolls with sales increasing nearly 12% on the year, racking in over $4 billion in 2024. Holy sh!t.

How’ll Pre-Rolls Make Out This Year?

As we move into 2025, pre-rolls are expected to continue their growth in popularity and sales in both The Great North and The Land of Opportunity. They’re poised to sell more than flower this year in Canada which would cement their status as the pot smokers’ preferred cannabis product. With flower’s 9% drop in sales and pre-rolls continued growth, the transition seems inevitable.

In the States, consumers are expected to add another 2-3% market share for pre-rolls, and with nearly 15,000 new pre-roll products entering the U.S. market in 2024 alone, it’s not hard to see why.

The bottom line? Where you’re paying premium prices for a Canadian multi-pack or grabbing a single gram joint for a U.S. dispensary, pre-rolls have made their presence known and they are here to stay. As these markets mature, expect to see more infused products, pack sizes, and competitive prices on both sides of the border.

One thing’s for damn sure: Canadians and Americans get down with pre-rolls.

James Valentine labels himself “the ideal cannabis consumer”, a volume smoker who loves bongs, blunts, and big ol’ baseball bat pre-rolls. He leads marketing, content and communications for DaySavers and Custom Cones USA who are players in the pre-rolled cones space. With over 15 years of indulgence, he knows a thing or two about cannabis… consumption that is.