The Q3 2026 findings highlight a steady climb for the Calgary-based retailer. Canna Cabana’s national awareness has surged from 11% in 2021—when the brand first pivoted to its discount club model—to its current leading position of 36%. Fire & Flower, the next-ranked competitor, trails at 25%. This lead extends to consumer behavior, with 23% of surveyed shoppers identifying Canna Cabana as their primary retailer, more than double the share of its nearest rival.

Raj Grover, CEO of High Tide, attributed the growth to the company’s focus on delivering consistent value through its membership programs. The data supports this, showing that Canna Cabana is the preferred destination for 27% of daily cannabis consumers. Beyond the retail metrics, High Tide also confirmed the issuance of 103,000 incentive stock options to employees, which will vest over the next two years as part of the company's broader expansion strategy.