Who Are the Most Frequent C-store Shoppers?

The convenience store is a staple in almost every neighborhood.  Although these neighborhoods and the people who live in them are all different, some studies have shown that trends do exist across the convenience industry and the customers that frequent stores across the country.  While your “regular” customers may frequent your c-store simply because they’re nearby, there are other customer characteristics to consider when thinking about frequent shoppers.

Who Are They?

According to the annual CSNews Realities of the Aisle study, 64.4% of the 1500 consumers that were surveyed qualified as frequent shoppers and shop at a c-store daily or weekly.  This study also found that the following people are most likely to be frequent c-store visitors:

• Men – 67.8%
• People age 45 to 54 – 68%
• Parents of children – 66%
• Consumers in the Northeast – 68%

While statistics seemed to define the most frequent c-store shoppers, there are still characteristics that are not as easy to nail down.  One of these is income level.  CSNews’ study showed that high-frequency shoppers were just as likely to be in the $75,000 to $90,000 annual salary range as they were to be in the $35,000 and under category.

Are They Loyal?

Studies have also shown that the most frequent c-store shoppers tend to be among the most loyal to one store.  Because 70% of daily shoppers indicated that they visit the same c-store every time, it’s important that c-store owners are paying attention to the consumers who seem to come in regularly and are capitalizing on their buying habits.

High-frequency c-store shoppers are also the consumers that would likely appreciate a loyalty program at their favorite convenient location.  A well-executed loyalty program shows frequent shoppers that their business is appreciated and gives them a reason to keep coming back again, and again.

What Do They Buy?

The CSNews study found that almost every consumer they surveyed, and 100% of the daily c-store shoppers, listed gas and beverages as their top reasons for c-store visits.  Frequent c-store shoppers were most likely to list snacks as a reason why they visit a c-store.  This trend continued with almost all the food and drink categories.

When Do They Shop?

Although the times at which frequent shoppers visit a c-store varies, they are most likely to make the stop when they are already out and about traveling somewhere else.  The study found that daily shoppers are most likely to stop into a c-store while on their way to school and work, while weekly shopper plan their trips around their errands.

How much do they spend?

CSNews asked their surveyed consumers how much they spent during their last in-store visit and excluding gas purchases, frequent shoppers spent an average of $2.10 more than less frequent shoppers.  Daily shoppers said that their last visit averaged $19.45.

The purchases from the people who visit convenience stores the most is income you don’t want to miss out on.  Make sure you are being strategic in the way you organize your store, paying careful attention to the merchandising and promotion for items your frequent shoppers are most likely to buy.  Your frequent shoppers are a value to your business and guaranteeing that they are satisfied and have more reasons to come back in time and time again.