I've walked out of a store several times in the past 10 years or so with a rifle not in a case or box, no issues. Somewhere in that time frame my brother and I had both bought old shotguns at the Kamloops gun show and walked through the sports fields with our new purchases to get to where we had parked, and the only comment was from an old guy about how someone was finally going to do something about the damn geese. I'd say it really depends where you live, but it's good for people to see a gun once in a while.
Kristian