Blacks and Convenience Stores - US - February 2012
The convenience store (c-store) is a regular stop for Black consumers who rely on them for gasoline purchases and a variety of products and merchandise. Black adults are more likely to visit a c-store than any other ethnic group, with Black men being the most active c-store visitors. Mintel also found that Black teens frequent c-stores more often than the average respondent, demonstrating that Blacks of all ages are prime c-store consumers and these retailers can benefit greatly from marketing to this ethnic group.
Location, price, and cleanliness are some of the key factors in determining whether or not Black consumers will make a purchase other than gasoline, which accounts for a large percentage of the average customer receipt at a c-store. Luring the Black consumer into the store through a variety of methods, including customer rewards programs, enhanced product selections of particular appeal to this audience, and providing a positive customer experience, could reap large dividends for the c-store owner.
This report focuses on Black consumers’ attitudes and preferences toward c-stores, including:
- the key reasons why Black adults make purchases at c-stores, and their frequency of store visits
- how Black teens shop at convenience stores and view these quick-visit retailers
- c-store innovations and product specialization that are likely to appeal to Blacks
- outlets visited most frequently, and what Black consumers wish to purchase in c-stores
- what operators are doing to increase sales at their stores, through social media and advertising to Black consumers
- what prevents Black consumers from frequenting a c-store.
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