NACS 24/7 Day is an annual event that helps spotlight our industry’s important role in supporting local heroes, first responders and the communities we serve. It also helps raise awareness and donations for the humanitarian needs of the American Red Cross.  

Over 80 retailers and suppliers participated in 24/7 Day in 2024, representing 30,000 locations nationwide. The event not only thanked and recognized this core community and customer base with free items like a cup of coffee or fountain soda, but also showcased the convenience store industry’s deep community ties and dedication. 

During a recent webinar 24/7 Day 2025: Empowering New and Returning Partners, retailers and suppliers were encouraged to think about how they may want to honor heroes this year. 

High’s, located in Baltimore, Maryland, has been participating in NACS 24/7 Day since 2020. In 2024, High’s implemented its “High’s Hometown Hero” campaign for the first time to further recognize local heroes. “It was a social media campaign that kicked off in July, that allowed customers and High’s employees to nominate a High’s Hometown Hero from their store area,” said Michele Truelove, senior vice president of retail at High’s during the webinar. “We celebrated the winners in our stores on 24/7 Day with special recognition.” The winners were picked by High’s and received a High’s swag bag and a recognition award. 

“The really meaningful thing we are seeing on 24/7 Day is we aren’t only recognizing first responders and doing something good for the community—the next level that we are unlocking is that it becomes an employee engagement and morale building opportunity for your company,” said Kevin O’Connell, executive director of the NACS Foundation during the webinar.  

A video recording of the webinar 24/7 Day 2025: Empowering New and Returning Partners is available.  

Learn more about NACS 24/7 Day and the NACS Foundation and fill out an Early Commitment Form.