Consumers Navigate Rising Prices as Convenience Stores Remain a Key Destination, GSTV Data Shows

81% of Consumers Report Being Worried about Grocery Prices with Tariffs  

92% Say they Enjoy Browsing in Convenience Stores While Seeking Value and Discovery  

DETROIT, MI — April 1, 2026 — GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, today unveiled new survey data highlighting how consumers are navigating rising prices and making more value-conscious purchase decisions. According to GSTV’s data, 81% of consumers report being worried about grocery prices with tariffs, with 58% seeking promotions and 52% shifting to discount stores to make purchases.  

 While consumers report that 45% are delaying big purchases, and 46% are buying used goods to make cost-saving purchase decisions, the convenience retail channel continues to play a consistent role in meeting immediate needs. In fact, 92% of GSTV viewers say they enjoy browsing in convenience stores, 46% report making purchases at the convenience store, and 33% report regularly shopping at convenience stores for game-day snack and beverage needs. Top reasons for browsing the convenience store, according to respondents, include: convenience while on the go (90%), treating themselves (89%), and grabbing items without a full grocery trip (82%). 

As consumers seek value and discovery, the convenience channel remains an important touchpoint to get informed on the best purchase decisions. In fact, 56% say GSTV ads make them more likely to buy in-store, as 80% say they enjoy discovering new snacks or flavors through the convenience channel. Consumers reported the following as top triggers for trying a new snack/beverage: mood or impulse (71%), familiar brands (68%), promos/deals (66%), and appealing flavor/ingredients (63%).  

“As consumers continue to feel the pinch of rising costs, they are also getting more creative about how they pursue the best value for their purchases,” said Lauren Lazarus, SVP Insights & Analytics at GSTV. “The convenience channel plays a consistent role in meeting immediate needs, especially for snack and beverage needs. As consumers actively look for the best offers, c-stores are also proving to be the ultimate destination for brands to break through, especially as our data shows that 95% stay out of their car while fueling, providing an opportunity for retailers and brands to make an impact.” 

 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 October 2025 and February 2026.