There’s something reassuring about product categories that remain relatively stable year after year. That’s certainly the case with the general merchandise and automotive categories. According to the NACS State of the Industry Report^® of 2024 Data, both general merchandise and automotive products posted slight gains in sales in 2024.

Michelle Howarton, director of merchandise at the 17-unit retailer The Texan Stores, based in Yorktown, Texas, pointed to a number of benefits that general merchandise products provide retailers. “These items often complement core purchases and encourage add-ons,” while also helping to attract a diverse customer base, she said. Products such as locally made gift items and The Texan-branded wearables reinforce the chain’s image as a “destination for thoughtful, regionally inspired merchandise,” she said.

For automotive products, average per store, per month sales rose nearly 6% in 2024 to $1,146, up from $1,083 in 2023. Led by motor oil, automotive products are available in nearly all c-stores, with an average gross margin of 50.28%, according to NACS data. 

How Impulsive!

Telecommunications hardware pulled ahead of smoking accessories in 2024 to become the top general merchandise subcategory. Among the products driving the performance of telecommunications hardware are prepaid phones and phone chargers, while average sales of smoking accessories were relatively flat. 

Haven Cockerham, chief commercial officer, North America, for Shelton, Connecticut-based Bic, called the subcategory “resilient.” For its part, Bic is focusing on design refreshes and new products such as its EZ Load reloadable lighter and limited-edition offerings to “stand out on the shelf and fuel impulse purchases,” Cockerham said. The brand is also expanding its portfolio of cannabis-inspired designs that “reflect the evolving interests of adult consumers,” he said. 

The seasonal merchandise subcategory is composed of seasonal décor and weather-related items such as bagged salt for snow removal and firewood. The Texan curates a rotating selection of seasonal merchandise that “reflects both regional charm and timely relevance,” Howarton said, pointing to items such as decorative holiday and harvest-themed décor during the fall and winter and Americana items such as garden flags and beach accessories in the spring and summer.

Gifts, novelties and toys, meanwhile, saw a big jump in monthly sales in 2024, and some retailers are reporting a strong response to the items. Dani Cone, founder and CEO of Seattle-based Cone & Steiner, which has two locations in the city and another in Redmond, Washington, said that among her top-selling general merchandise items are scented candles and Seattle-themed souvenirs, such as magnets, pins and stickers. “Everyone loves stickers these days,” she said. 

At The Texan, “Our gift assortment is designed to appeal to a wide range of customers, from locals to travelers,” said Howarton. Popular items include Texas-themed mugs, handcrafted soaps and lotions, and a “curated selection of toys that blend nostalgia, education and fun.” Plush toys also perform well at The Texan, especially when placed near the checkout or in family-focused displays. 

That comes as no surprise to Peter Olbrys, vice president, convenience/gas and grocery, at Ty North America, marketer of Beanie Babies and Beanie Bouncers. 

“C-stores have emerged as great locations for consumers to make that impulse purchase, such as a small toy,” Olbrys said, noting that 7-Eleven, Circle K and Casey’s are some of the retailers that stock Ty products. Some c-stores are even creating toy sections within their stores, he said.

‘Quick, Affordable Solutions’

At Tramway Market in Stateline, Nevada, one of the biggest general merchandise segments in the store is wearables, such as T-shirts, sweatshirts and hats, with sales peaking in the fall and spring seasons. “Tourists tend to arrive to the Lake Tahoe area with the appropriate clothing in the winter and summer,” said Lynette Stoudt, owner of the c-store, “but they don’t realize that it gets cool in the spring and fall.” As a result, they’re quick to flock to Tramway for Lake Tahoe-themed outerwear.

Products like inexpensive sunglasses make for great impulse buys in c-stores, said Al Underwood, owner of American Style Sunglasses, which supplies to c-stores around the country. Priced at $9.99 a pair, American Style Sunglasses are available in styles such as the one-piece “Atomic Shields” as well as classic “Mississippi Bluesman” and “Action Aviator” formats.

Sales of flowers, meanwhile, are both impulse-driven and planned. Cone & Steiner has been merchandising flowers since opening in 2014. “I personally love flowers, and I feel they make for an important visual outside the store,” Cone said. “It’s what I would like to see outside a corner store.” Still a small segment for the chain, flowers are sourced from a local produce distributor. The selection varies throughout the year. The bouquets are priced from less than $25 to as much as $40 and sales peak around Valentine’s Day, Easter and Mother’s Day.

School and office supplies are yet another small general merchandise subcategory. But items such as pens, mechanical pencils and highlighters are “quick, affordable solutions that fit perfectly with the mission of the c-store channel,” Cockerham of Bic said. “Value and convenience are important to consumers right now.” Gel ink products, such as its Gelocity pens, are leading Bic’s growth.

Among the other miscellaneous items in the general merchandise category is fishing bait. Dan Beaudoin, owner, president and CEO of DMF Bait Co., said c-stores are a growing opportunity for live-bait sales because traditional bait shops are “dying off.” Moreover, for many fishing enthusiasts, live bait can be a “last-minute thought,” he said. “They’ll go to c-stores to buy fuel for their boats,” and then remember that they need bait. For that reason, the channel represents a great opportunity for DMF, which markets bait such as red worms and garlic-scented night crawlers. “We’re just scratching the surface with c-stores,” Beaudoin said, adding that the company will soon introduce a tackle line for the channel.

Effective Merchandising

All automotive product subcategories posted sales gains in 2024, according to NACS data. In addition to motor oil, subcategories include other additives, antifreeze/coolants/window solvents, transmission and brake fluids, and car care. Stoudt said that while Tramway Market offers only basic automotive supplies, one product that it must keep on hand is tire chains ($100 a set). “Tourists often get up here and get stuck in the snow,” she said, “so it’s a must-have.”

Effective merchandising of both automotive and general merchandise products is critical to driving sales in c-stores. For toys such as plush items, Ty recommends that its display fixture be placed in a high-visibility location, Olbrys said. Some c-stores even promote the availability of Beanie products at the pump. Similarly, Bic encourages retailers to “treat lighters and smoking accessories as an impulse-driven section, not a back-of-store commodity,” Cockerham said. Top-performing c-stores “keep the category front and center near checkout or alongside the tobacco set so it’s easy for shoppers to grab on the go,” he said. 

For The Texan, promoting general merchandise items is a big priority. “While some customers come in with specific items in mind, the majority of our seasonal, gift, toy and wearable sales are impulse-driven,” Howarton said. “Strategic placement, compelling displays and bundling help convert browsing into buying.” The stores use what she called “immersive seasonal displays” near high-traffic areas, along with cross-merchandising of complementary items such as candles and holiday mugs, to get customers’ attention. During the holidays, the stores expand their toy section with themed endcaps, stocking-stuffer bins and gift bundles, she said.