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62% visit a convenience store at least once a week
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91% of Gen Z says c-stores provide a good shopping experience
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49% of Gen Z shoppers have used a delivery service for convenience store shopping
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70% of c-store shoppers more likely to purchase items they’ve seen promoted on c-store social media
Americans are in love with convenience stores (c-stores). Over seven in 10 (71%) adult consumers, ages 18 and over, say they discover new products and brands in c-stores. Nearly four in 10 (38%) say they shop at c-stores two or more times a week, while overall, nearly two-thirds (62%) visit c-stores at least once a week.
The findings are part of a new nationally representative consumer sentiment survey on c-store shopping commissioned by NCSolutions (NCS), the leading company for improving advertising effectiveness for the CPG ecosystem.
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“These new consumer insights accentuate the considerable role convenience stores play in America today. At the c-store, the shopping moment is low risk for the consumer and high opportunity for brands,” said Alan Miles, CEO, NCSolutions. “With mostly single-serve portions, consumers are looking for products on the go. It is a perfect place to engage and secure new brand buyers and identify the viability of new products.”
C-STORES PROVIDE A GOOD SHOPPING EXPERIENCE AND VALUE
American consumers find shopping at c-stores offers numerous benefits. Seventy-nine percent of shoppers say the stores offer a lot of product variety, while 77% say c-stores provide a good shopping experience. Sixty-three percent see c-stores as delivering good value for their budgets.
GEN Z LIKES THE C-STORE EXPERIENCE AND DELIVERY
CPG brands looking to engage Gen Z can tap into this generation’s favorable view of convenience stores. Ninety-one percent of Gen Z say c-stores provide a good shopping experience.
They’re also more likely to use a delivery service for c-store items, with almost half (49%) reporting they have used a service such as 7-NOW, Instacart, DoorDash, Uber and others. This is 96% higher than all Americans who reported using a delivery service (25%) for c-store shopping.
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WHAT BRINGS CONSUMERS INTO C-STORES?
Americans visit convenience stores for various reasons, but the location is number one, cited by 65% of American consumers. Fifty-nine percent say convenience stores meet their immediate needs, while 54% like that they can conduct transactions quickly and be on their way.
Nearly one-third (30%) say price brings them into the store, while 28% enjoy the variety of products c-stores have to offer. Additionally, thirty-four percent shop at c-stores because they are less crowded.
“The c-store channel offers a compelling potential for CPG brands to motivate new buyers to try their products. It’s an especially attractive channel to reach the Gen Z consumer, who is very loyal to c-stores,” said Dan Malmed, Chief Revenue Officer, NCSolutions. “Appealing to Gen Z c-store enthusiasts enables advertisers to build and drive loyalty as well as improve the return on ad spend of their campaigns.”
SNAPPING UP CANDY AND BEVERAGES ON-THE-GO
More than two-thirds (67%) of Americans feed their sweet tooth with candy purchases from convenience stores, and many rely on c-stores as a place to quench their thirst. Fifty-seven percent of consumers said they purchase on-the-go drinks like coffee, tea, or fountain beverages at c-stores, while 40% buy milk, juice, and other staples. In addition, 32% pick up packaged beverages and 23% buy beer.
Beyond beverages, almost a third (30%) pick up prepared foods while in the store. Thirty-seven percent purchase lottery tickets.
GETTING SOCIAL WITH CONVENIENCE STORE SHOPPERS
Consumer purchase behaviors are also influenced by what they see on social media. Seventy percent of c-store shoppers said they’re more likely to purchase products they see promoted on c-store social media channels.
