Right now, the economic outlook in the United States seems to be changing daily. As C-store managers on the West Coast look ahead to the rest of 2025, it’s clear the employment landscape will remain competitive and complex. California and Oregon continue to experience a strong demand for frontline retail and service workers while labor availability remains constrained. The tight labor market is influenced by several factors: demographic shifts, evolving worker expectations, and wage inflation driven by rising costs of living.
In January 2025, the state minimum wage in California rose to $16.50 per hour, with even higher standards in cities like San Francisco and Los Angeles. Meanwhile, Oregon’s statewide minimum wage is set to rise again in July 2025, with different thresholds for Portland Metro, standard, and nonurban counties. These rising wages, while necessary to stay competitive, present challenges for convenience store managers who must maintain profitability while keeping payroll manageable.
Both states also continue to implement progressive employment policies around paid leave, scheduling fairness, and workplace safety—all of which influence how convenience store jobs are structured and perceived. This means managers must go beyond just offering a paycheck to successfully attract and retain employees.
What Employees Are Looking for in 2025
Today’s workers—especially those in the retail and service sectors—have high expectations for workplace culture and benefits. Convenience store jobs are no longer seen as “just a paycheck” by many workers. Instead, employees are seeking employers who offer:
1. Fair Compensation
While meeting minimum wage requirements is essential, top employees are often looking for more. Many are seeking roles with clear and fair pathways to raises, bonuses, or performance incentives. They want to know how they can grow in their role and be rewarded for staying with the company. Workers are also becoming increasingly aware of the need to make a “living wage,” which provides adequate compensation for necessities like rent and food without working extra shifts, overtime, or a second job.
2. Flexible Scheduling
Work-life balance matters, even in shift-based environments. Employees appreciate schedules that are predictable and posted in advance, with accommodations made for family obligations, school schedules, or secondary jobs. Many employees in 2025 value employers who allow them to request time off or adjust schedules with minimal friction. Providing flexible scheduling will also help attract qualified candidates who might otherwise not be able to work for you, such as parents or retirees.
3. Career Development Opportunities
Many employees want more than a dead-end job. They’re looking for professional growth, even in convenience store roles. Opportunities for internal promotions, leadership training, or cross-training in different store functions are highly valued. Offering ongoing training and featuring opportunities for promotion with growing levels of responsibility and pay are attractive to hard-working employees.
4. Positive Work Culture
No one wants to work for a bad boss, and the standards are increasing daily. Workers seek environments where they feel respected, supported, and part of a team. Toxic workplace environments, poor communication, and inconsistent policies are the top reasons people leave their jobs. Employees are looking for employers who listen to their concerns, value their contributions, and maintain professionalism.
5. Benefits and Perks
Health benefits, paid time off, and wellness support are no longer “nice to haves”—they’re increasingly expected. Even for part-time workers, benefits like paid sick leave, holiday pay, or meal discounts can be the difference between choosing your store or the one down the street.
Strategies to Find the Best Employees for Your C-Store
Convenience store managers must be proactive in their hiring and retention strategies. The stores that build great teams will be the ones that take a people-first approach. Here’s how:
1. Build a Strong Employer Brand
Your store should be known as a great place to work in your community. Highlight what makes your workplace different—whether it’s flexible shifts, fun team culture, or opportunities for advancement. Promote this message in job ads, on your store’s social media channels, and even in signage on your storefront. Encourage current employees to refer friends and family and reward them when hires are made.
2. Streamline the Hiring Process
Good candidates don’t stay on the job market long. Make sure your application process is simple and mobile-friendly. Respond quickly to applications and schedule interviews promptly. During interviews, emphasize what you can offer—not just what you expect.
3. Offer a Clear Training Program
Onboarding and training are your chance to make a good first impression. Provide a structured orientation, clear job expectations, and hands-on support during the first weeks. When new employees feel confident and welcomed, they’re more likely to stay.
4. Reward Longevity and Performance
Retention improves when employees feel recognized. Offer small but meaningful incentives: bonuses for six months or one year of service, employee-of-the-month programs, or recognition at staff meetings. A simple thank-you note from a manager goes a long way toward making someone feel appreciated.
5. Encourage Internal Promotions
Promote from within whenever possible. Offer coaching and leadership development to standout employees who want to move into shift leader or assistant manager roles. Highlight your store as a place where people can grow their careers—not just clock in and out.
6. Prioritize Communication and Respect
Create a culture of mutual respect. Managers who communicate clearly, listen to feedback and handle conflict professionally foster loyalty. Regular check-ins, anonymous suggestion boxes, or brief team huddles can help identify concerns before they become turnover triggers.
Partner with H&S Energy for Success
The remainder of 2025 presents both challenges and opportunities for convenience store managers. Stores that invest in their people will be the ones that thrive. By understanding what employees want, creating a supportive and flexible workplace, and offering paths for growth, you can build a loyal and high-performing team.
At H&S Energy, we understand that attracting and retaining the right talent is essential to your convenience store’s success. As a trusted partner to C-store owners and managers, we offer more than just fuel supply—we offer strategic business support, including guidance on workforce best practices.
If you’re ready to take your hiring strategy to the next level, H&S Energy can help you identify opportunities to improve your workplace environment, implement successful hiring practices, and grow a reliable and committed workforce. For more resources or to learn how H&S Energy can support your store’s growth and workforce development, visit hnsenergygroup.com.
