Younger shoppers are using convenience stores differently than older generations.
Industry research suggests younger shoppers are visiting convenience stores frequently, often shopping for snacks and beverages, responding to social media influence, and showing a greater willingness to browse for new products. C-Store Dive has reported that Gen Z consumers are more likely than other generations to enjoy the c-store experience, use delivery, and respond to c-store promotions on social media.
For convenience retailers looking to attract and gain loyalty among Gen Z consumers, understanding their behavior and preferences is essential. Let’s dive into some of the key themes and characteristics of this generation that c-store leaders should keep in mind:
Gen Z is already engaged with the channel
Several industry studies point to the same pattern: Gen Z is not ignoring convenience stores. In fact, they appear to be highly engaged with the format.
Circana reported that 76% of Gen Z shoppers visit a convenience store at least once per week, compared with 73% of millennials and 65% of Gen X. Circana also found that Gen Z shoppers are twice as likely as any other generation to buy 10 or more items during a c-store visit.
Convenience Store News’ 2023 Shopper Study, summarized by PLMA, found that one-third of Gen Z respondents said they were visiting convenience stores more often than the previous year. This is all good news for c-stores interested in attracting this demographic.
Gen Z is treating convenience stores as discovery destinations
Snacks, sweets, energy drinks, packaged beverages, limited-time flavors, and novelty items are among the most popular purchases for Gen Z. Convenience stores are already well positioned for this.
What is changing is how younger shoppers arrive at the shelf. Many are influenced by social media, creator recommendations, product reviews, limited-time drops, and online food trends. They may not walk in with a detailed shopping list, but they often walk in with some level of curiosity.
That makes the in-store experience important. If a shopper comes in looking for something they saw online, the product has to be easy to find. If they are browsing without a specific item in mind, the category has to be presented clearly enough to invite attention.
Gen Z is comfortable moving between digital and physical retail. A promotion might start on TikTok, Instagram, a retailer app, or a loyalty platform, but the purchase often depends on what happens inside the store.
That creates a practical challenge for operators. Digital campaigns can drive interest, but the store has to complete the experience. If promoted products are buried in a cluttered aisle, poorly stocked, difficult to identify, or visually inconsistent with the campaign, the shopper may move on.
Gen Z welcomes technology and values in-store experience
Younger shoppers may be more open to browsing, but they still expect convenience stores to be convenient. Long lines, hard-to-navigate aisles, poor product organization, and inconsistent store conditions work against the reason many shoppers choose the channel in the first place.
Also, Gen Z expects digital tools to be part of the retail experience. PwC’s 2025 retail analysis found that 72% of Gen Z values self-checkout technology, 70% prioritizes mobile payments, and 68% cites the importance of store or brand apps while shopping in stores.
Delivery, app-based offers, mobile ordering, loyalty challenges, and personalized rewards are becoming more common ways to keep younger shoppers engaged.
That said, if an app offer sends a shopper to the candy aisle, the candy aisle still has to do its job. If a loyalty promotion features a snack item, it still needs to be visible on the shelf. If a retailer is trying to build credibility around foodservice, the food area needs to look clean and fresh.
Food, snacks, and “better options” can coexist
Gen Z’s relationship with convenience food is not one-dimensional. Younger shoppers are clearly interested in sweets, snacks, beverages, and indulgent products. At the same time, research suggests they are also aware of food quality and health concerns.
A 2024 academic study on Gen Z expectations for smart convenience stores found that Gen Z consumers in the U.S., South Korea, and Japan shared interest in smart retail technologies and healthier food options.
For U.S. retailers, the takeaway is not that every c-store needs to become a health-focused format. It is that younger shoppers may be open to a broader mix of products if the store environment supports the offer. A fresh sandwich, protein snack, premium beverage, or “better-for-you item” should all be part of a store’s product mix.
Where shelf illumination fits
For c-stores trying to reach Gen Z, the store still has to do a lot of work in a short amount of time. A product may gain attention through social media, a loyalty offer, or a limited-time promotion, but the purchase often depends on whether the shopper can quickly find it, understand it, and feel drawn to it in-store.
That makes visibility especially important in categories like checkout, snacks, candy, grab-and-go food, among other categories where decisions are often made quickly.
Shelf illumination is one practical and compelling way to support that experience. It does not replace strong merchandising, clean stores, good signage, or smart assortment planning, but it can help key categories and products stand out, spark impulse sales, and improve the store’s overall vibe and aesthetic.
For younger shoppers who are open to browsing and discovery, a well-presented and illuminated shelf can make it easier to notice new items, promoted products, and higher-value categories.
Contact us today to learn how we can increase attention to your merchandising — from shoppers of any generation!
