Impulse buys are a cornerstone of profitability for most C-stores. While customers often stop in for fuel, coffee, or a quick snack, the right strategies can encourage them to grab a few extra items they didn’t plan on buying—and those unplanned purchases can significantly increase your store’s average transaction value. At H&S Energy, we specialize in helping convenience store owners identify and implement practical, effective ways to maximize impulse buys and turn every visit into a more profitable one.
Whether you run a single store or manage multiple locations, understanding the psychology of impulse buying—and applying strategies like suggestive selling, strategic merchandising, and targeted promotions—can make all the difference.
The Power of Impulse Buys in C-Stores
Impulse purchases are unplanned decisions to buy a product just before or during a shopping experience. In convenience stores, more than 65% of food and beverage purchases are impulsive, driven by product placement, visual cues, in-store promotions, or a simple craving. These purchases often include candy, drinks, snacks, magazines, lottery tickets, novelty items, or seasonal products.
Impulse buys work well in C-stores because of the environment: quick in-and-out trips, small store layouts, and fast-moving customers looking for instant gratification. With the right strategies, these habits can be influenced, resulting in higher basket sizes and repeat customers.
1. Strategic Product Placement
Where you place products can be just as important as what you’re selling. Impulse items should always be located in high-traffic areas, especially:
- At the checkout counter: Stock items like gum, energy shots, mints, single-serve snacks, and promotional beverages here. Customers waiting in line or paying are more likely to add “just one more thing.”
- At endcaps and power walls: End-of-aisle displays and front-facing walls are perfect for showcasing featured products, limited-time offers, or seasonal favorites.
- Near coffee and fountain drink stations: People grabbing drinks often want a snack, so place packaged baked goods, chips, or candy in these areas to drive additional purchases.
Rotate impulse items frequently to maintain freshness and excitement. Feature “New This Week” or “Limited-Time Only” signage to create urgency.
2. Suggestive Selling by Store Associates
Training your staff in suggestive selling techniques can dramatically increase impulse purchases, especially in small-format stores where customer interaction is high. Suggestive selling is the art of recommending complementary or popular items at the right moment.
Examples include:
- “Would you like a pastry to go with your coffee?”
- “We just got a new flavor of energy drink—want to try one?”
- “Our candy bars are buy one, get one half off today.”
Effective suggestive selling isn’t pushy—it’s helpful. Staff members should be knowledgeable about current promotions, new items, and seasonal specials so they can naturally incorporate them into customer interactions. Equip your team with daily talking points or “product of the day” features to promote.
3. Engaging In-Store Signage
Clear, compelling signage is critical for catching a customer’s eye and influencing impulse buys. Signs should be:
- Bold and visible from multiple angles
- Concise and benefit-driven (“Craving something sweet?” or “2 for $3—Today Only!”)
- Colorful and brand-consistent
Use signs to highlight promotional pricing, suggest pairings (e.g., “Perfect with your sandwich”), or promote new arrivals. Digital signage near coffee stations or foodservice counters can rotate through deals and menu items quickly, grabbing attention in high-interest areas.
At H&S Energy, we work closely with operators to design signage and displays for our Power Market and Pinnacle 365 stores that drive strong call-to-action messages.
4. Cross-Promotions and Bundled Deals
Another proven tactic for increasing impulse purchases is to bundle related items together at a discounted price. These combos are especially effective when they include a high-frequency item (like a coffee or energy drink) with an add-on item (like a breakfast bar or bag of chips).
Examples of smart bundle promotions:
- “Buy any fountain drink and get a candy bar for 50% off.”
- “Lunch Combo: Sandwich + Chips + Bottled Water for $5.99.”
- “Snack Attack: 2 for $3 on single-serve chips and cookies.”
Bundles work well because they make the buying decision easier and add perceived value. Promote them with bright tags or shelf talkers to capture attention.
5. Seasonal and Thematic Displays
Tapping into seasonal behaviors and events helps create natural impulse buying moments. People are more inclined to spend on festive treats or novelty items when they connect with a time of year, a holiday, or a shared cultural experience.
Ideas include:
- Back-to-school snack packs in August
- Pumpkin spice displays in the fall
- Valentine’s Day candy corner
- Tailgate party bundles during football season
These displays should be highly visible and create a sense of occasion. Use themed decorations, colors, and signage to enhance the mood.
6. Leverage Your Loyalty Program
A well-designed loyalty program doesn’t just encourage return visits—it can also promote impulse spending. Use your app or rewards system to highlight exclusive deals, birthday gifts, or bonus point opportunities for specific items.
Impulse-driving loyalty features might include:
- Double points on high-margin snacks during certain hours.
- Surprise-and-delight rewards (e.g., “Get a free soda today—just because!”)
- Personalized offers based on past purchases (“We noticed you love iced coffee. Try this new mocha flavor today!”)
H&S Energy provides a loyalty program based on industry best practices that’s easy to use, integrates with your existing POS system, and increases engagement with every transaction.
7. Use Technology to Your Advantage
Today’s convenience shoppers are digitally connected—even when shopping in person. Consider using:
- Digital kiosks or screens to promote current offers.
- QR codes near displays that link to exclusive app coupons.
- Geo-fenced mobile alerts to notify nearby customers of flash deals or limited-time promotions.
By integrating simple technologies, store owners can extend their reach beyond the store aisles and trigger last-minute decisions, even before the customer walks through the door.
Drive Better Results with H&S Energy
Impulse buying is a natural behavior in convenience store settings—but it doesn’t happen by chance. It happens when store owners take the time to create a customer experience that feels convenient, exciting, and rewarding.
By implementing a thoughtful mix of suggestive selling, strategic product placement, engaging signage, seasonal theming, and technology-driven promotions, store owners can transform their locations into dynamic sales environments where impulse purchases flourish.
At H&S Energy, we’re here to help you get there. Whether you need merchandising guidance, custom signage support, or a complete sales strategy, our team offers the tools and expertise to help you increase profits—one impulse buy at a time.
Contact H&S Energy today to learn more about our Power Market solutions and how we can help grow your C-store business.
