For many of us, the summer season is synonymous with travel. Consumer sentiment is higher now than it’s been in several years. This sentiment signals increased confidence and is likely to translate to more vacation spending. Convenience stores, in particular, should be ready with their marketing campaigns.
A new National Association of Convenience Store survey shows that most vacationers, 85%, will travel to their destinations by car. Long road trips usually mean more stops at convenience stores along the way. Surveyed consumers say their summer convenience store stops will include:
- Gas purchases: 59%
- Restroom breaks: 59%
- Snacks: 55%
- Sandwich/meal purchases: 21%
- ATM: 20%
Convenience store operators have been preparing for the return of summer travelers. Many have expanded their offerings to include local produce, craft beer, and sushi. Surveyed store owners also note that they regularly experience increased sales of ice (65%), fountain drinks (59%), and ice cream (38%).
About half of consumers will be traveling through one or more states. This means regional convenience store operators have a chance to connect with consumers through methods such as text messaging and social media. Consumers who are on the road also make great targets for out-of-home messaging and radio promotions.
To learn more about Domestic Travelers, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.[Sources: Consumer confidence strongest. Reuters.com. 28 May 2013. Web. 29 May 2013; C‑store Stops Part of Summer Vacationers’ Plans. Csnews.com. 20 May 2013. Web. 30 May 2013]