GSTV: Expect More Thanksgiving Drivers This Year
A recent survey found that 17% of GSTV viewers expect to be driving more this Thanksgiving than last year.
Nov 03, 2026 | 2 min read
This holiday season, convenience stores and consumer packaged goods (CPG) brands are in a “prime position” to capitalize on in-person consumer spending, according to GSTV's most recent Consumer Pulse survey.
Sixty-nine percent of respondents report they are running more errands than usual during the holidays, while 61% say the holidays mean more driving overall.
“One top moment for this is the week of Thanksgiving, when 55% report driving extra trips led by a big grocery run (52%) and holiday shopping or Black Friday (48%). In fact, 17% of GSTV viewers expect to be driving more this Thanksgiving than last year. Meanwhile, as consumers drive, 73% say they are already thinking about what they still need to buy,” GSTV wrote.
GSTV’s data also found that the purchase decision is “still open” when consumers leave home. For example, 69% bought something they hadn't planned on during their most recent errand trip, while 78% add a stop to their errand run whenever something is right on their way. GSTV noted that this equates to a notable opportunity for convenience retailers, with 77% of GSTV viewers saying they regularly buy something at the convenience store while running errands.
“During the holiday season, consumers are navigating more errands, more driving and more purchase decisions,” said Tiffany Southwell, senior vice president, measurement, customer experience (CX) & product, GSTV. “From Black Friday and holiday shopping to an unexpected stop at the convenience store, consumers are not finished making purchase decisions when they leave home—in fact, these decisions are only beginning.”
Other c-store shopping trends identified by GSTV’s survey included:
- Cold drinks are the #1 most recent c-store purchase (49%), followed by snacks (36%), fountain or frozen drinks (28%), and lottery (22%). Only 19% walked in and paid for gas alone.
- Roughly half (48%) walk in with everything already decided, but 52% still add at least one unplanned item.
NACS spoke with GSTV CEO Eric Kozik in October to discuss industry trends, evolving consumer behavior and opportunities retailers should be watching. Read the Q&A here.
