Every July 24—24/7 Day—the NACS Foundation unites convenience stores across America to recognize the first responders, medical personnel and American Red Cross volunteers who work around the clock, 24/7, to serve our communities. The annual event helps raise awareness and donations for the American Red Cross and spotlights our industry’s important role in supporting the communities we serve no matter the time of day.
Across the country, more than 35,000 participating convenience store locations celebrated first responders on 24/7 Day in 2025 with gestures that showed their support. These ranged from a free cup of coffee or fountain drink for any credentialed public safety officer, healthcare worker or military service member; a donation of foodservice made to the local firehouse; or other creative support that fit the community.
Kentucky-based Hop Shops ran a month-long campaign to honor local first responders and give back to the community. “For every coffee or soft drink that was purchased in any of our 15 stores, we donated 10 cents to the American Red Cross for the entire month of July,” said Katy Hart, director of marketing and business development at Hop Shops parent company Valor Oil, during the recent complimentary NACS webinar “24/7 Day 2026: Honoring Heroes, Expanding Our Impact, Deepening Our Reach.”
Hop Shops also honored the La Grange Police Department in Kentucky by presenting them with a plaque and hosting a lunch, taking time to sit with officers and hear their stories.
The NACS Foundation encourages retailers and suppliers to give back to their communities in ways that work best for them.
“We create a lot of the digital and social media content, but this day is really about how you want to take it and evolve it in your own community,” said NACS Foundation Executive Director Kevin O’Connell during the webinar.
The full recording of the webinar can be found here. Learn what’s new for 2026, how to get involved and how participating retailers can expand their impact and strengthen community connections. NACS will begin onboarding retailers for the event in early March.
To recognize extraordinary efforts, the NACS Foundation also runs the First Responder of the Year Award. This national honor spotlights standout first responders who went above and beyond in a time of critical need for communities across the United States. First Responder of the Year nominations will open from April 15–June 1, 2026.
Now more than ever, we must come together to support those who work around the clock to take care of our communities. Learn how you can get involved and partner with the NACS Foundation for 24/7 Day.