‘Tis The Season For In-Person Holiday Shopping

DETROIT, MI — GSTV, the national on-the-go video network that engages and entertains targeted audiences at scale across tens of thousands of fuel retailers, today released new survey data underscoring that a big year of in-person shopping is ahead for the holidays. Meanwhile, convenience stores and consumer packaged goods (CPG) brands are in a prime position to capitalize on consumer spending when people are out and about.

According to GSTV’s most recent Consumer Pulse, 69% report running more errands than usual during the holidays, while 61% say the holidays mean much more driving overall. One top moment is the week of Thanksgiving, when 55% report extra trips driven 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’s data also finds 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. Additionally, 45% say they don’t realize they need something until they’re already in the car or already inside a store. 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.”

Among the c-store shopping trends identified by GSTV’s survey:

• 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, and the most common reason is simply, “I saw it and wanted it” (50%).

• The role of the convenience store isn’t just a fill-in stop: 58% count on it for “a little treat for myself,” 48% for a morning fuel-up, and 45% for road-trip snacks and drinks.

With more than 29,000 locations reaching 115 million unique U.S. adults each month, GSTV is the leading consolidated and scaled digital media platform in the convenience and fuel channel. GSTV viewers were surveyed via MFour, in August 2026.

About GSTV
GSTV is a data-driven, national media network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching 115 million American adults monthly, GSTV engages viewers at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods, and other sectors following a fuel transaction. GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers. For more information, gstv.com.