Prices continue to be top of mind with consumers and a primary motivator for why they choose a specific convenience store to shop, according to a recent NACS consumer survey.

Gas prices are directly affecting their views on the economy, which could influence long-term shopping behavior as well as their more immediate decision to select a specific place to purchase gas. Of course, there are other factors at play—especially as more c-stores create deep customer loyalty through in-store offers or an exceptional customer experience. But for many customers, it still starts with the price per gallon.

The Overall Context Around Gas Prices

The national average gas price was $3.17 at the time of the 2025 survey, and was $3.38 at the time of the 2024 survey. Although gas prices were lower this year, they are still top of mind among consumers. 

Economic unease has risen in the past year. Most consumers (57%) say they are pessimistic about the economy, a two-point increase from last year. This pessimism may be related to general economic uncertainty from on-and-off (and sometimes back on) tariffs that roiled the markets, as well as ongoing debates about a recession. 

Consumers are definitely concerned about the economy and prices, and that can affect overall c-store sales, starting at the forecourt. Let’s look at three big fuels-related trends evident in this year’s survey and what they might mean for your stores.

1. Americans Are Driving Less—Mostly

We know from decades of past research that gas prices influence consumer sentiment about the economy. While an overwhelming 79% of Americans say the price of gas affects their feelings about the economy, that’s 6 percentage points down from the 85% who said so in 2024. 

In a time of economic uncertainty, gas prices have a higher impact among certain demographic groups. Younger consumers ages 18-34 (43%) say gas prices have a “great impact” on their feelings about the economy, which is 12 percentage points higher than the national average. 

These concerns about the economy related to gas prices appear to have a trickle-down effect on driving behavior. Two in five (40%) of consumers ages 18-34 say the price of gas has a “great impact” on their driving decisions, compared with 28% of the overall population.

About one in three consumers (34%) say they are driving about the same amount as they did in 2024. However, the remainder (66%) say they have changed their driving behavior: More than twice as many (46%) say they are driving less than those driving more (20%). Combined with continued fuel efficiency improvements for U.S. vehicles, this has the potential to significantly reduce gas demand in 2025.

What’s the main reason cited for driving less? Overall economic uncertainty has put more pressure on household expenses, especially gas prices, which were cited by two in three consumers (68%). Of bigger concern for retailers, 38% of daily commuters say they are driving less, and the most common reason cited for this change in behavior is the price of gas (84%).

On the flip side, gas prices are leading others to drive more. Presumably, these drivers find it more affordable than in 2024. The other main reasons for driving more were more errands/responsibilities (58%), more social activities outside the home (47%) and more jobs/multiple jobs (28%).

Those with household incomes of at least $100,000 were more likely to drive more (23%) and were much more likely to drive more because of non-work-related activities such as more errands/responsibilities (71%, compared with 56% of those with incomes below $50,000) or more social activities outside the home (61%, compared with 36% of those with incomes less than $50,000).

If consumers’ concerns about gas prices are driving down demand, it will become even more important to entice drivers to your forecourt.

2. Consumers Have Preferences for Favorite Places to Fill Up

Most drivers (59%) have preferences influencing where they purchase fuel. And they say prices are the top reason.

A look at customer subsets and their feelings on factors other than fuel prices shows some opportunities.

Frequent customers—those shopping at stores at least multiple times per week—are especially interested in the quality of the fuel sold (61%, +3 vs. the all-consumers average), the quality of prepared food/beverages (33%, +12 vs. the all-consumers average), quality employees (27%, +9 vs. the all-consumers average) and restrooms cleanliness (26%, +9 vs. the all-consumers average). These customers are in stores the most and want a welcoming environment that fits their convenience-focused lifestyle.

Consumers in the South also are more interested in hospitality in stores: They seek out stores with restrooms/cleanliness (24%, +7 vs. the all-consumers average) and quality employees (23%, +5 vs. the all-consumers average).

Meanwhile, the quality of fuel is much more important to men (60%) than women (40%) and very important to consumers in households with incomes over $100,000 (56%).

Consumers have said what they value. So now let’s look at how they’d change their behavior for the store attributes they value most.

3. They Are Willing to Change Their Behavior for a Good Offer

Consumers are interested in the lowest gas prices possible, but they are more willing to inconvenience themselves to go to the store they like more than to save money on a fill-up. In all three “inconvenient” scenarios presented to them (drive five minutes more, drive 10 minutes more or make a left-hand turn across a busy street), preference for the store won over price.

Two years ago, consumers were equally likely to select a store based on price or because they liked it more. Last year, they were slightly more likely to select a store they liked than to select a store based on price. Today, preference “for a store they like more” is even more popular with consumers than the gas price. Consumer preference for going to “the store I like” jumped 10 percentage points this year (82%), while preference for a 5-cent discount went up 3 percentage points (69%).

Going to the store they like more is particularly important to frequent c-store customers (those who shop multiple times per week), with 90% of these customers indicating that preference. Frequent customers are also more highly interested in in-store discounts on meals or beverages (76%, +19 vs. the all-consumers average) and high-quality food options (74%, +20 vs. the all-consumers average). These nonfinancial offers are more appealing to frequent customers than saving 5 cents per gallon at the pump (72%, +3 vs. the all-consumers average).

Other subgroups willing to inconvenience themselves by driving five minutes out of their way to the store they like more are those ages 35-49 (88%, +6 vs. the all-consumers average) and women (86%, +4 vs. the all-consumers average).

Discounts on food and beverages are most valued by consumers in the South (63%) and least prized in the West (44%).

Frequent customers also overindex compared with the average consumer in driving 10 minutes out of their way to go to the store they like more (69%, +9 vs. the all-consumers average), for higher-quality meals (57%, +16 vs. the all-consumers average) or to get a discount on a meal or beverage (64%, +16 vs. the all-consumers average). These attributes all rate higher than getting a 5-cent discount (54%, the same as the all-consumers average).

Consumers in the South or ages 35-49 were the subgroups most interested in food and drink discounts (each at 55%, +7 vs. the all-consumers average). Discounts on food or beverages were of least interest to those who work from home (39%, –9 compared with the all-consumers average). 

Meanwhile, driving 10 minutes out of their way in search of higher-quality food and beverage offers are of most interest to those ages 35-49 (54%, +13 vs. the all-consumers average) and more of interest to men than women (44% vs. 37%).

Comparatively, there was less interest in making a left-hand turn than driving five or 10 minutes out of the way, and there was very little variation in subgroups except for one—and it’s not the expected one. Those in households making more than $100,000 are far more likely to embrace the left-hand turn than those making less than $50,000, both to go to the store they like (65% vs. 52%) or to save 5 cents per gallon (67% vs. 55%). 

Final Thoughts … for Now

Economic concerns and gas prices are stressing out consumers, and that could lead to a decrease in driving and a decrease in shopping inside the store. But it doesn’t have to be that way. Consumers are willing to change their behavior—and perhaps even drive more—if your in-store offer gives them a good reason to.