Press Release: Nearly Half of Consumers Plan to Increase Their Road Travel This Holiday Season According to New Research from GSTV Survey

80% of Consumers Are Concerned About Rising Costs Due to Tariffs, But Aren’t Cutting Back on Spending Entirely This Holiday Season  

October 15, 2025 — GSTV, the national on-the-go video network engaging and entertaining targeted audiences across tens of thousands of fuel retailers, today unveiled its 2025 Holiday Consumer Insights. In a GSTV viewer survey conducted via MFour Data Research, 43% say they are planning to drive more during their holiday travel vs. last year, and with this increased travel, 71% report fueling up more during the holiday.   

In fact, 60% of GSTV viewers are planning to drive out of town to celebrate at least one holiday.  Of that 60%, 40% are traveling for Thanksgiving, 36% for Christmas, and 24% for New Years. Additionally, throughout the holiday season 60% say they are attending more social functions. A common denominator on the minds of all consumers, however, is rising costs due to tariffs, with 80% saying they are worried about price increases. 

Eric Z. Sherman, Executive Vice President, Insights and Analytics, GSTV, said, “The holiday season is naturally an occasion for gathering with family and friends, and our research shows that folks will spend more time on the road this holiday season. For marketers, this represents an elevated opportunity to connect with consumers on-the-go.  In a cloudy economic environment, an advertising strategy that ties directly to increased domestic travel behavior may be an effective approach for brands looking for outsize impact in Q4.”   

 With more than 29,000 locations reaching 115 million unique US 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 Data Research in July 2025.