Visits To C-Stores Up Slightly

Food purchasing is up, while gasoline purchasing is down.

Consumers are shopping convenience stores slightly more often than they were a year ago, but the nation's economic doldrums continue to be a drag on spending, according to Convenience Store News' second annual consumer study — Realties of the Aisle 2011.

The exclusive CSNews' study questioned 1,052 consumers who said they shopped at a convenience store in the past month.

The percentage of consumers who shop c-stores once a week or more rose from 45 percent last year to almost 50 percent in 2011. However, despite the more frequent shopping trips, 28 percent of consumers said they spent less at c-stores during the past year as a result of economic conditions. In addition, the percentage of consumers who went to a c-store to purchase gasoline declined by 2.5 points compared to last year, actual purchase of fuel was down 4 points, and shopping for gasoline at wholesale clubs was up 3 points over last year.

On the positive side, consumers reported purchasing prepared food at a convenience store more frequently this year, made more trips for fountain drinks and bottled water, and paid more with cash, a relief for retailers who pay high processing fees on debit and credit card transactions.

Highlights from this year's survey include:

■ Almost 24 percent of respondents said they shop a c-store about once a week, up from 21 percent a year ago. Another 18 percent said they shop a c-store two or three times a week, and another 8 percent go every day. (Fig. 1)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I don't go into the store because I'm usually only getting gas when I stop and use pay at the pump.”

Midwestern male, aged 35-44, $50K-$74K income

■ When it comes to the reasons why they go to a c-store, consumers said to buy gas (69 percent, down 2.5 points from a year ago), to buy beverages (47 percent), to buy snacks (28 percent), to buy lottery tickets (26 percent) and to buy candy/gum (20 percent). (Fig. 2)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I enjoy their salads, breakfast items and coffee. They are good when you travel.”

Northeast female, aged 35-44, $75K-$99K income

■ Forty-six percent of respondents said they shop at c-stores while running other errands (up 2 points from a year ago). About 23 percent said they make special trips to the c-store from home, up 2.6 points from 2010.

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“Why do I shop there? CONVENIENCE. HELLO!”

Northeast male, aged 45-54, $50K-$79K income

■ When asked how has the amount of money they spend at c-stores changed in the past year due to economic conditions, 28.3 percent said they spent less, 12.5 percent spent more, and 59 percent said about the same. (Fig. 5)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I like the convenience of having such a large variety of items to choose from.”

Northeast female, aged 18-24, $75K-$99K income

■ Of the top 15 products purchased at a c-store, only gasoline, packaged salty snacks, cigarettes, beer/malt beverages, milk, and packaged sweet snacks were purchased by fewer respondents this year than in 2010. (Fig. 6)

■ The mean amount spent at a c-store per visit declined by $4 to $10.06 (Fig. 7) and 64 percent of purchases were made with cash (up 12.2 points from a year ago). (Fig. 8)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“The prices for food are ridiculous!”

Western female, aged 18-24, $75K-$99K income

■ Nearly 5 percent of respondents said they buy merchandise in the store almost every time they stop for gas. That's up 1.2 points from a year ago, but 40 percent still say they “rarely” go into the store when purchasing gasoline. (Fig. 9)

■ When asked why they don't go into the store, 41 percent said they just didn't need anything else besides gas. Twenty-nine percent, though, said the in-store merchandise was “too expensive.” (Fig. 10)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I like the awards (loyalty) program.”

Midwestern male, aged 35-44, $35K-$49K income

■ Coupons remain the most effective promotional tool, according to consumers, followed by frequent buyer/loyalty programs. (Fig. 11)

■ When not purchasing fuel at a convenience store gas pump, consumers most often went to gas-only locations (63 percent), down 2.4 points, and wholesale clubs (15 percent), up 3.2 points. (Fig. 12)

■ As might be expected, price is the most influential factor in determining when a consumer will go to purchase gasoline. Eighty-four percent of respondents cited prices as the No. 1 factor, followed by convenience (75 percent) and brand (31 percent). (Fig. 13)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“My store has lots of options for food, drinks, groceries, produce. It's convenient to our home or when we are out, and it's bright, friendly.”

Northeast female, aged 35-44, >$100K income

■ ATMs moved ahead of the car wash as the most popular ancillary service offered by a c-store. ATMs were used by 18 percent of respondents (up 1.8 points from a year ago), while car washes were used by 15 percent (down 1.7 percent). The biggest increase was registered by DVD rental kiosks, up 5 points, to 6 percent of respondents. (Fig. 14)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I don't go into the store because I'm usually in a hurry, and it isn't often at a mealtime when I shop for gas.”

Midwestern female, aged 55+, <$35K income

■ About 55 percent of consumers said they shop at the same c-store most of the time, up 1.7 points from a year ago. (Fig. 15)

■ And, 13 percent of respondents said they belong to their c-store's loyalty program (up 1.9 points from a year ago), while 44 percent said they would be interested in joining a loyalty program if their favorite c-store offered one. (Fig. 16)

▶WHAT CONSUMERS SAY ABOUT C-STORES◀

“I shop there but I don't like that I have to move my car from the pump to go into the store.”

Northeast female, aged 55+, $75K-$99K income

METHODOLOGY

Convenience Store News conducted exclusive research early this year to explore the preferences and habits of c-store shoppers throughout the U.S. Using the two million-strong consumer panel of MarketTools Inc., we accessed a nationally representative sample based on gender, age, region, income and presence of children in the household. Results include responses from 1,052 adults (18 years and older) who shopped at a c-store within the past 30 days.