GSTV Research: Holiday Errands Create Opportunities for Impulse Purchases
Consumers expect to spend more time driving and running errands this holiday season, opening additional opportunities for retailers and CPG brands to influence purchases along the way, according to new research from GSTV shared with P2PI.
The digital media network’s latest “Consumer Pulse” survey found that 69% of respondents reported buying something they hadn’t planned on during their most recent errand trip. Meanwhile, 78% said they add a stop to their errand run when something is conveniently located along their route, and 45% said they don’t realize they need something until they’re already in the car or inside a store.
The findings suggest opportunities for brands to influence purchase decisions as consumers make additional trips during the holiday season, including at convenience stores where unplanned purchases are common.
According to the survey, 69% of respondents are running more errands than usual during the holidays, while 61% said the season means considerably more driving overall. Thanksgiving week is a key moment: 55% expect to make extra trips that week, led by grocery shopping (52%) and holiday shopping or Black Friday (48%). Additionally, 17% of GSTV viewers expect to drive more over Thanksgiving than they did last year.
As consumers head out, purchase decisions remain in flux. Nearly three-quarters (73%) said they are already thinking about what they still need to buy while driving.
“During the holiday season, consumers are navigating more errands, more driving and more purchase decisions,” Tiffany Southwell, senior vice president of measurement, customer experience and product at GSTV, said in a media release. “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.”
Convenience Stores Benefit From Unplanned Purchases
C-stores are well positioned to capture spending as consumers make additional trips. GSTV’s research found that 77% of respondents regularly buy something at a convenience store while running other errands.
The findings highlight several aspects of convenience store shopping behavior:
- Purchases extend beyond fuel. Cold drinks were the most commonly reported recent c-store purchase (49%), followed by snacks (36%), fountain or frozen drinks (28%) and lottery tickets (22%). Only 19% said they had walked into a convenience store and purchased gas alone.
- Unplanned items remain common. While 48% said they enter c-stores knowing exactly what they intend to buy, 52% said they still add at least one unplanned item. Among those respondents, the most common reason was simply seeing something they wanted (50%).
- C-stores serve multiple occasions. More than half (58%) said they count on the channel for “a little treat” for themselves, while 48% cited a morning fuel-up and 45% pointed to road-trip snacks and drinks.
The findings highlight c-stores and gas stations as another opportunity for brands to connect with shoppers during the busy holiday shopping season.
GSTV operates a national video/digital media network across more than 29,000 locations, reaching 115 million unique U.S. adults monthly, according to the company.
The survey was conducted by MFour among GSTV viewers in August 2026.
