Consumer Behavior
C-store customers motivated by promotions, curated product offerings
October 14, 2025
Convenience store customers are increasingly motivated by curated product offerings and compelling promotions.
Those are top findings from an Acosta Group Convenience Store Shopper study that also revealed 63% of shoppers are using c-stores at least weekly and nearly 92% are stopping at a c-store for food or beverages, according to a press release.
The study was conducted with over 1,000 c-store shoppers.
"In c-stores, convenience and assortment are fueling growth, with 26% of customers increasing their trips this year," Mark Rahiya, group president of omnichannel sales and services at Acosta Group, said in the release. "Consumers remain budget-conscious across all channels, consistently seeking the best pricing and value. In the convenience retail space, brands and retailers can drive incremental growth by aligning with what matters most to shoppers — speed, selection, and value."
Shoppers value product promotions, with a preference for buy-one-get-one-free offers, according to the study. A majority (69%) are likely to read promotional signage at the pumps, while 44% will read in-store signage and 24% are using a retailer app.
The study also revealed millennials and GenX make up the largest shopper segment, with men representing a notable majority.
"We learned that 72% of all convenience shoppers are making planned quick trips specifically for something they need," Kathy Risch, SVP of shopper insights and thought leadership at Acosta Group, said in the release. "That's a 6% increase over 2023, reflecting the deliberate shopping behaviors of these busy consumers and revealing an opportunity to provide additional solutions."
