C-store operators have a valuable demographic to target, according to “Making the Grade: Student Consumer Impact on the Retail Fuels and Convenience Marketplace,” by the NPD Group. The report, which collected 12 months of data ending in June 2012, found that the 19 million college student population accounts for billions of dollars spent each year on C-store products.
The report focused on college students 18-24 years of age:
“Students with money to spend represent a growing population—and a significant opportunity—worth convenience store marketers’ attention,” says David Portalatin, NPD’s director of industry analysis. “Opportunities exist for C-store retailers to tap into student impulse purchasing through strategic product placement, bundling, loyalty programs, and dealing to increase student purchasing.”
Source: The NPD Group, “Making the Grade: Student Consumer Impact on the Retail Fuels and Convenience Marketplace,” November 13. 2012