Monthly convenience-store visits have been consistently elevated year over year since February 2024, according to a new report from foot traffic analytics firm Placer.ai, Santa Cruz, California.
“Convenience stores are increasingly viewed not only as places to fuel up but as affordable destinations for quick meals, snacks and other necessities,” according to the report C-Stores: More Than a Pit Stop. “And analyzing monthly visits to the category shows that it is continuing to benefit from its positioning as a stop for food, fuel and, in some cases, tourism.”
The report added that visits to the category surpassed 2023’s levels or held steady during all but one of the first eight months of 2024, highlighting the segment’s ongoing strength.
“Only in January 2024 did c-stores see a slight year-over-year dip, likely reflecting a weather-induced exaggeration of the segment’s normal seasonality,” Placer.ai said, adding that a look at monthly fluctuations in c-store visits—compared with a January 2021 baseline—reveals foot traffic to the category usually peaks in summer months, possibly due to road trips and vacations, and slows significantly in winter.
“Given summer’s importance for convenience stores, the category’s August year-over-year visit bump is a particularly promising indication of c-stores’ robust positioning this year,” the report said.
Growth of Regional Chains
As convenience-store popularity continues to grow, regional chains like Wawa, Pennsylvania-based Wawa, Lake Jackson, Texas-based Buc-ee’s and Altoona, Pennsylvania-based Sheetz are expanding into new territories, the report said.
“Wawa, a beloved brand with roots in Pennsylvania, has become synonymous with its fresh sandwiches, coffee and a highly loyal customer base,” Placer.ai said. “Wawa has been a major player in the c-store space in recent years, with a revamped menu driving ever-stronger foot traffic to its Mid-Atlantic region stores.”
Between January and August of this year, year-over-year visits to Wawa were mostly elevated. “And the chain is now venturing into states like Florida, where its store count has grown significantly over the past few years, as well as Georgia and Alabama,” Placer.ai said.
Buc-ee’s, meanwhile, “known for its enormous stores and mind-boggling array of dining options, has a relatively small footprint—but that might be changing,” the report said. “The chain, which also outpaced its already strong 2023 performance this year, is opening locations in Arkansas and North Carolina, further building on its reputation as a destination for travelers.”
Another regional chain, Sheetz, is expanding beyond its strong presence in Pennsylvania, planning locations in Southern states like North Carolina and Tennessee, Placer.ai said.
During August, year-over-year visits were up:
- 11.7% at Buc-ee’s
- 9% at Laval, Quebec-based Circle K
- 7.6% at Sheetz
- 3.4% at Ankeny, Iowa-based Casey’s General Stores
- 3.2% at Wawa
They were down 0.8% at Irving, Texas-based 7-Eleven.
Dwell Times
The regional expansion trend offers substantial opportunities for growth, not only by boosting store count but also by reaching new consumer bases and target audiences, Placer.ai said.
“Customer behavior differs between markets, and by expanding into new areas, c-stores can tap into unique local visitation patterns,” the company said.
One metric highlighting local differences in consumer behavior is dwell time, or the amount of time a customer spends in a c-store per visit.
“In some regions, visitors tend to move in and out quickly, while in others, customers linger for longer periods of time,” Placer.ai said, adding that in the first eight months of 2024, coastal states, excluding Oregon, experienced shorter average dwell times—between 7.5 and 11.8 minutes. However, states like Wyoming, Montana and North Dakota had average dwell times between 21.2 and 28.2 minutes.
“Interestingly, the states with the longest dwell times also have some of the highest percentages of truck traffic on interstate highways, suggesting that these longer stops are perhaps made by long-haul truckers looking for a place to shower, relax and grab a bite to eat,” the report said.
Limited-Time Offers
As regional favorites expand, 7-Eleven is working to “further cement its growing role as a prime grab-and-go food and beverage destination,” Placer.ai said. “And like other dining destinations, the chain relies on limited-time offers (LTOs) to fuel excitement and visits.”
One such LTO is 7-Eleven’s Slurpee Day, held July 11 yearly.
“The event, during which all 7-Eleven locations hand out free Slurpees, tends to drive significant upticks in foot traffic—and this year was no exception,” the report said. “Visits to the convenience store jumped by a whopping 127.3% on July 11th, 2024, relative to the year-to-date daily visit average—proving that good deals will bring customers in the door.”
C-stores are continuing to build on 2023’s impressive growth, Placer.ai said, adding, “As many chains double down on expanding both their regional presence and their offerings, will they continue to drive growth in the coming years?”
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