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NATIONAL REPORT — Consumers with children under the age of 18 are a trifecta for convenience store operators. These customers visit more often, are more likely to purchase every in-store category, and spend more when they visit a c-store than those with no children under age 18.
According to the exclusive 2015 Convenience Store News Realities of the Aisle consumer research study, nearly 70 percent of those with children under the age of 18 said they visit a c-store several times a week, compared to 48 percent of those without children in this age range.
More specifically, 26 percent of the customers with kids surveyed said they go to a c-store almost every day vs. 14 percent of those without kids. Meanwhile, 43 percent of parents with children under the age of 18 said they shop at a c-store two or three times a week, compared to 34 percent of their counterparts.
While at the convenience store, parents with teenaged and younger children buy all in-store categories more than those without. In fact, one of the only categories where customers with no kids under 18 even come close to their counterparts in purchasing is lottery tickets. Still, those with young children buy these products 2 percent more.
In the past month, those with children under the age of 18 also spent much more on in-store merchandise than their brethren. For instance, consumers with children spent more than double in the past month on prepared food, candy/gum and packaged beverages.
Customers without young children only came close in cigarette purchases, with an average spend of $67.78 in the past month vs. $69.10 for those with young children.
Editor's note: For more findings from the exclusive Convenience Store News 2015 Realities of the Aisle consumer research study, look in the February issue of Convenience Store News. A digital edition of the issue can be accessed by clicking here.