Historically, decades of NACS consumer surveys have revealed significant differences between younger adults ages 18-34 and those over age 65. For the boomers versus millennials, the differences in shopping preferences and perceptions are expected based on their experiences related to c-stores and their lifestyles.  

However, it’s rare to see significant swings between the two youngest age cohorts: the 18–34-year-olds and the 35–50-year-olds.  

Overall, those ages 35-50 are more likely to define a convenience store based on traditional store offers like extended hours of operation and products like gasoline and tobacco. Meanwhile, those ages 18-34 are more likely to define c-stores as offering products that most brick-and-mortar retail channels offers—like toilet paper. 

The latest NACS consumer survey found that there were several areas where the differences between younger consumers were more pronounced. 

How relevant are these convenience store attributes? 

Source: February 2025 NACS consumer survey 

Why the difference in perceptions? It’s because traditional channel definitions might not apply to younger consumers—especially those who have grown up in a world that’s always been online and convenient. These younger consumers might define many other channels as “convenience stores” because they often use these channels for their shopping needs. 

Do you consider the following retail business a convenience store? 

Source: February 2025 NACS consumer survey 

Years of consumer polling has shown us that younger people love convenience stores. These latest results suggest that their love is less directed at our channel and more toward any similar channel, regardless of the definition. 

To attract younger customers, it's important to define how you best fit into their lifestyles and how you can make their lives easier—especially as these consumers continue to embrace a physical and digital retail environment that includes online ordering and delivery. 

This excerpt is from the feature “Consumers Redefine Convenience as ‘Easy’” in the April 2025 issue of NACS Magazine.