Given our current economic climate with gas and food prices seemingly spiking, I have found myself ever so conscious about where I’m spending my hard-earned dollars these days. For instance, during the past couple years, I have been shopping at thrift stores for clothes, visiting grocery stores that I think offer the lowest prices on certain products, and frequenting dollar stores for some essentials. Still, one of my guilty pleasures is going to the gas station around the corner for snacks and drinks, regardless of whether I fuel up. And it appears that I’m not alone.

According to recent data from GSTV, a national on-the-go video network engaging targeted audiences at scale across thousands of fuel retailers, 92% of consumers say they enjoy browsing in convenience stores while seeking value and discovery.

Further, GSTV’s new survey data highlights how consumers are navigating rising prices and making more value-conscious purchase decisions. According to the company’s findings, 81% of consumers report being worried about grocery prices with tariffs, with 58% seeking promotions and 52% shifting to discount stores to make purchases.  

Meanwhile, 45% of consumers report they are delaying big purchases, and 46% are buying used goods to make cost-saving purchase decisions, according to GSTV, with the convenience retail channel continuing to play a consistent role in meeting consumer’s immediate needs.

“In fact, 92% of GSTV viewers say they enjoy browsing in convenience stores, 46% report making purchases at the convenience store, and 33% report regularly shopping at convenience stores for game-day snack and beverage needs,” it says. “Top reasons for browsing the convenience store, according to respondents, include convenience while on the go (90%), treating themselves (89%), and grabbing items without a full grocery trip (82%).” 

Moreover, consumers reported the following as top triggers for trying a new snack/beverage: mood or impulse (71%), familiar brands (68%), promos/deals (66%), and appealing flavor/ingredients (63%), according to GSTV. 

“As consumers continue to feel the pinch of rising costs, they are also getting more creative about how they pursue the best value for their purchases,” said Lauren Lazarus, senior vice president of insights and analytics at GSTV, in a statement. “The convenience channel plays a consistent role in meeting immediate needs, especially for snack and beverage needs. As consumers actively look for the best offers, c-stores are also proving to be the ultimate destination for brands to break through, especially as our data shows that 95% stay out of their car while fueling, providing an opportunity for retailers and brands to make an impact.” 

Looking ahead, it appears that c-stores will remain a go to destination for consumers regardless of economic conditions, proving to be a channel that beverage brands can’t ignore.