The Rise of C-Store Retail Media: High Frequency & Impulse Growth

If the industry were prioritizing both performance and shopper proximity, c-stores would already be a core retail media channel, not a secondary one. The opportunity is clear: convenience environments are uniquely built for attention, memory, and fast conversion. It’s a high-value space that deserves a closer look as retail media continues to evolve.

4× Higher Brand Recall Campaigns in c-stores drive 4x stronger recall than in larger retail formats. Smaller space. Fewer distractions. Your message actually lands.

Follow the Money Retail media hit $115B+ in 2023 and is marching toward ~$166B by 2025. Budgets are shifting from “experiments” to “show me results.” C-stores can deliver those results more efficiently.

Adoption is Accelerating More than 70% of major U.S. c-store chains are now investing in retail media capabilities — a significant jump from just a few early adopters a couple of years ago.

High-Frequency, Habit-Driven Visits People may shop grocery once a week. But they hit c-stores multiple times a week for fuel, coffee, snacks, beverages, last-minute essentials. High repetition = high memory retention.

Impulse Categories Win Here RTD beverages, energy drinks, snacks, candy, beer, QSR, OTC… These are “see it, buy it” categories. In c-stores, your media message sits seconds away from the purchase trigger. That’s rare in retail.

Strong Growth Trajectory C-store retail media revenue is projected to grow over 20% annually for the next three years, outpacing growth in grocery and big-box retail media as brands diversify spend.

Why This Should Be on Every Brand’s Radar

C-stores bring together high traffic, high intent trips, loyalty and behavioral data opportunities, and impulse-driven categories. It’s a compact, fast-moving retail environment where influence can happen quickly.

Many brands still view c-stores as an “additional channel” rather than a meaningful retail media opportunity. As the category matures, that mindset is shifting.

The next stage of retail media growth will come from channels that combine efficiency, measurable impact, and shopper relevance. Convenience retail checks those boxes.

My Take

Retail Media 1.0 was focused on proving it could work. Retail Media 2.0 prioritized scale and measurement. Retail Media 3.0 will be defined by high-intent, high-frequency environments where influence and conversion happen quickly.

C-stores are well-positioned for that moment.

Are we, as an industry, ready to give the convenience channel the strategic attention it deserves?

I’d love to hear your perspective — do you see c-stores becoming a more influential retail media environment over the next few years? Why or why not?