GSTV Survey: C-Stores Meet Consumer Needs as Prices Rise
New research also found that 58% of respondents are seeking promotions.
Apr 02, 2026
According to new survey data from GSTV, 81% of consumers report being worried about grocery prices with tariffs, with 58% seeking promotions and 52% shifting to discount stores to make purchases. The survey looked at how consumers are navigating rising prices and making more value-conscious purchase decisions.
“While consumers report that 45% are delaying big purchases and 46% are buying used goods to make cost-saving purchase decisions, the convenience retail channel continues to play a consistent role in meeting 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,” GSTV said in the new report.
The research found that top reasons for browsing c-stores include convenience while on the go (90%), treating themselves (89%) and grabbing items without a full grocery trip (82%).
Eighty percent said they enjoy discovering new snacks or flavors through the convenience channel. 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%).
“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 SVP Insights & Analytics at GSTV Lauren Lazarus. “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.”
The National Retail Federation (NRF) last month forecast that retail sales in 2026 will grow by 4.4% from 2025 to $5.6 trillion, based on a newly enhanced forecasting approach developed in partnership with Oxford Economics.
NRF said the 2026 sales forecast compares with 3.6% average annual sales growth over the last 10 years, excluding the pandemic period from 2020 to 2022.
