As the holiday season kicks into high gear, c-store retailers are preparing their shelves for seasonal shoppers and driving engagement through holiday-minded campaigns. To learn more about how retailers are considering this, CStore Decisions reached out to Andrea Worley, marketing specialist for Cenex Zip Trip, which operates 39 stores in seven states.
CStore Decisions (CSD): What are the biggest opportunities for convenience retailers to drive sales during the holiday season?
Andrea Worley (AW): The biggest opportunities for convenience retailers during the holiday season center around saving customers time, offering value and meeting seasonal needs in a single stop. Foodservice is a major driver, as busy consumers look for fresh, ready-to-eat options that save them from having to make an additional stop for an on-the-go snack or meal.
Loyalty and app-based promotions are another key opportunity. At Cenex Zip Trip, our annual 12 Days of Deals promotion drives repeat visits by rewarding customers with a free item each day. Last year, we added a gift card giveaway for customers who redeemed all 12 offers, which significantly increased engagement and encouraged customers to visit throughout the promotion. We plan to repeat that same strategy in this year’s promotion.
Finally, seasonal merchandise and gift cards can generate strong holiday sales. Trending items can make great stocking stuffers, while gift cards remain a popular and convenient option for last-minute shoppers. Together, these strategies help retailers stay top of mind and deliver value during one of the most hectic times of the year.
CSD: How are holiday shoppers using convenience stores differently today than they did a few years ago?
AW: Holiday shoppers are using convenience stores differently today because they’re increasingly looking to accomplish more in a single stop. While fuel remains an important driver, customers are also turning to convenience stores for meals, snacks, beverages and everyday essentials as they navigate packed holiday schedules.
At Cenex Zip Trip, we’ve seen this firsthand as we’ve significantly expanded our food offerings over the past couple years. We’ve grown our pizza program, added chicken offerings and introduced our own fresh-made sandwiches, salads and snack cups. Those investments reflect changing customer expectations. Consumers are looking for quality, fresh food options that fit their busy lifestyles.
During the holiday season, that convenience becomes even more valuable. Shoppers are often making multiple stops for gifts, groceries, events and family gatherings. Being able to fuel up, grab a fresh meal, pick up a snack for the road or even choose a healthier option like a fresh-made salad can eliminate another stop from their day. That’s a major benefit for time-strapped consumers.
CSD: What role do foodservice, beverages and grab-and-go solutions play in your holiday strategy?
AW: Foodservice, beverages and grab-and-go solutions do play a role in our holiday strategy because we know customers are even more time crunched during the holiday season. People are looking for convenient options that help them save time without sacrificing quality.
We focus on having fresh food prepared and ready to grab with little to no wait time. Whether it’s a slice of pizza, chicken tenders or a fresh-made sandwich, customers want the ability to quickly pick up a meal and get back to their day. Convenience is important, but so is freshness. We work hard to ensure our food offerings are replenished regularly and meet the quality expectations customers have come to expect.
Beverages are also a key part of the holiday shopping experience. Customers enjoy seasonal flavors and limited-time offerings, so we make an effort to stock products that align with those trends. That can include seasonal beer varieties, holiday-inspired energy drink flavors and other beverages that customers may be seeking out during this time of year. Those products help create excitement and give shoppers another reason to stop in.
CSD: What’s one holiday merchandising or promotional tactic that consistently delivers results and that other retailers may be overlooking?
AW: For us specifically, one promotional tactic that consistently delivers results is our annual 12 Days of Deals campaign in the Zip Trip app, now in its seventh year. For 12 consecutive days, customers can redeem a free item each day, creating excitement and giving customers a reason to engage with us throughout the holiday season. Beyond driving store visits and app engagement, it’s also our way of saying thank you to customers for their support throughout the year by giving something back during the holidays.
Last year, we added a sweepstakes component to the promotion, where customers who redeemed all 12 daily offers were entered to win a gift card. That addition significantly increased participation because it encouraged customers to come back every day rather than just redeeming a few offers. It transformed the promotion into a fun holiday tradition and gave customers an added incentive to stay engaged throughout the entire campaign.
This same campaign also reflects the broader spirit of the season. While we’re showing appreciation to our customers, we’re also giving back to the communities we serve. Each year during the promotion, we support 12 local animal shelters across our footprint by sending holiday care packages that include items from the shelters’ wish lists.
Another area that consistently performs well is offering timely, trend-driven merchandise that works as affordable stocking stuffers or impulse gifts. We make a conscious effort to stay on top of emerging product trends, and one standout example has been our line of squishy toys. They’ve been incredibly popular with customers and are exactly the type of fun, low-cost item shoppers are looking for during the holidays. We expect those products to continue performing well this season.
Finally, gift cards remain one of the most effective and sometimes overlooked holiday merchandising opportunities. They’re a simple solution for last-minute shoppers and offer flexibility for the recipient. Whether it’s for a teacher, coworker, friend or family member, gift cards continue to be a quick, convenient gift option that resonates with busy holiday shoppers.
