Understanding the Female C-Store Shopper
Women account for 85% of consumer packaged goods (CPG) purchases, and their spending habits vary based on life stage and employment status. Retired women, for instance, tend to shop more frequently and spend more annually, while full-time employed women with children often seek efficiency, opting for fewer shopping trips. These insights highlight the importance of convenience and time-saving strategies when targeting female shoppers at C-stores.
Another key factor is location. Women consistently prioritize convenience when shopping, making C-stores—often strategically located at gas stations—an ideal place to capture their spending. However, many women still view these stops as fuel-only visits, missing out on the broader shopping potential.
Leveraging Impulse Purchases and Product Pairings
One of the most effective ways to convert female fuel customers into in-store shoppers is through curated product pairings. By promoting meal solutions and snack combinations, C-stores can cater to women looking for quick and easy shopping solutions. Some high-potential pairings include:
Meal Snacks: Cheese varieties like Camembert, cheddar, and parmesan paired with olives, crostini, and hummus.
Healthy Snacks: Nuts, popcorn, whole wheat crackers, and guacamole for a guilt-free treat.
Party Snacks: Chips, pretzels, and plantain chips paired with tangy dips and sauces.
Indulgent Treats: Chocolate bars, brownies, and banana bread catering to the need for personal indulgence.
By strategically placing these pairings at high-traffic areas, such as near checkout counters or beverage coolers, C-stores can encourage impulse purchases that align with women’s buying behaviors.
The Alcohol Opportunity
With 40.6% of Ontario women consuming alcohol and their drinking habits increasing with age and income, alcohol presents another key opportunity. Offering curated alcohol pairings with complementary snacks and meal options can help drive in-store conversions. Imagine a well-placed promotion showcasing wine and cheese pairings, or a bundled deal featuring craft beer with gourmet meat snacks. These tailored offerings cater to women’s purchasing habits while positioning C-stores as a go-to destination for last-minute hosting needs.
Driving Engagement Through Promotions and Bundling
Promotions that focus on time efficiency and added value resonate well with female consumers. Some proven tactics include:
Bundled Offers: “Fuel & Snack” deals that provide discounts when combining gas fill-ups with in-store purchases.
Loyalty Programs: Rewarding repeat purchases with discounts or exclusive offers.
Personalized Marketing: Digital signage and app-based promotions that highlight tailored recommendations based on previous purchases.
In addition to promotions, retailers should focus on in-store merchandising to establish points of interruption. Placing key products near fuel pumps, entryways, and checkout lanes increases visibility and impulse conversions.
The Bottom Line
The opportunity to capture more female shoppers in C-stores is undeniable. By tapping into their spending power, emphasizing convenience, and offering strategic product pairings and promotions, retailers can drive incremental sales while enhancing the customer experience. Transforming gas-only visits into full shopping trips isn’t just possible—it’s a necessary shift for C-stores looking to grow in today’s competitive retail landscape.
