GSTV Survey: Holiday Driving Surge Points to C-Store Screen Opportunity
2026-11-03 · via DailyDOOH
GSTV, the video network that places screens at fuel pumps and convenience stores across the US, has released survey data arguing that this holiday season will bring a surge in errand-running and driving, which the company says translates into opportunity for its advertising partners.
According to GSTV's Consumer Pulse research, 69% of respondents say they are running more errands than usual during the holidays, and 61% report significantly more driving overall. The week of Thanksgiving stands out, with 55% saying they take extra trips that week, largely driven by grocery runs (52%) and Black Friday or holiday shopping (48%). GSTV says 17% of its viewers expect to drive more this Thanksgiving than last year.
For screen operators and the brands buying media on fuel and convenience networks, the more relevant numbers concern in-the-moment decision making. GSTV says 69% of respondents bought something unplanned during their most recent errand trip, and 78% say they add a stop whenever something is conveniently on their route. Nearly half, 45%, say they don't realize they need an item until they are already in the car or in the store. GSTV reports that 77% of its viewers regularly buy something at a convenience store while out running errands, which the company frames as validation for media placed at those locations.
The release also breaks down what shoppers buy once inside a c-store: cold drinks top the list at 49%, followed by snacks (36%), fountain or frozen drinks (28%), and lottery (22%). Only 19% walked in and paid for gas alone. GSTV says 48% of shoppers arrive with their purchase already decided, but 52% still add at least one unplanned item, most often because "I saw it and wanted it."
GSTV describes itself as reaching more than 29,000 locations and 115 million unique US adults monthly, which it calls the leading consolidated platform in the convenience and fuel channel. The survey was fielded through MFour in August 2026. The announcement does not disclose sample size, margin of error, or how the findings might inform specific content or ad formats on GSTV's network.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
A Big Year of In-Person Shopping is Ahead
GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, has released new survey data underscoring that a big year of in-person shopping is ahead for the holidays. Meanwhile, convenience stores and consumer packaged goods (CPG) brands are in a prime position to capitalize on consumer spending when people are out and about.
According to GSTV ‘s most recent Consumer Pulse, 69% report they are running more errands than usual during the holidays, while 61% say the holidays means a lot more driving overall.
One top moment for this is the week of Thanksgiving, when 55% report driving extra trips led by a big grocery run (52%) and holiday shopping or Black Friday (48%).
In fact, 17% of GSTV viewers expect to be driving more this Thanksgiving than last year. Meanwhile, as consumers drive, 73% say they are already thinking about what they still need to buy.
GSTV ’s data also finds that the purchase decision is still open when consumers leave home. For example, 69% bought something they hadn’t planned on during their most recent errand trip, while 78% add a stop to their errand run whenever something is right on their way. Additionally, 45% say they don’t realize they need something until they’re already in the car or already inside a store. This equates to a notable opportunity for convenience retailers, with 77% of GSTV viewers saying they regularly buy something at the convenience store while running errands.
“During the holiday season, consumers are navigating more errands, more driving, and more purchase decisions,” said Tiffany Southwell , Senior Vice President, Measurement, Customer Experience (CX) & Product, GSTV . “From Black Friday and holiday shopping to an unexpected stop at the convenience store, consumers are not finished making purchase decisions when they leave home – in fact, these decisions are only beginning.”
Among the c-store shopping trends identified by GSTV ’s survey:
Cold drinks are the #1 most recent c-store purchase (49%), followed by snacks (36%), fountain or frozen drinks (28%), and lottery (22%). Only 19% walked in and paid for gas alone.
Cold drinks are the #1 most recent c-store purchase (49%), followed by snacks (36%), fountain or frozen drinks (28%), and lottery (22%). Only 19% walked in and paid for gas alone.
Roughly half (48%) walk in with everything already decided, but 52% still add at least one unplanned item, and the most common reason is simply, “I saw it and wanted it” (50%).
Roughly half (48%) walk in with everything already decided, but 52% still add at least one unplanned item, and the most common reason is simply, “I saw it and wanted it” (50%).
The role of the convenience store isn’t just a fill-in stop: 58% count on it for “a little treat for myself,” 48% for a morning fuel-up, and 45% for road-trip snacks and drinks.
The role of the convenience store isn’t just a fill-in stop: 58% count on it for “a little treat for myself,” 48% for a morning fuel-up, and 45% for road-trip snacks and drinks.
With more than 29,000 locations reaching 115 million unique U.S. 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, in August 2026.
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