We covered in this column a wide variety of issues that the convenience store industry considers important – technology, food service, product mix, etc. But the fact of the matter is that fuel sales, impacted by availability and price volatility, are still the main trip driver for a majority of US c-store operators, big and small alike.

NACS reports that currently the convenience stores sell about 80% of all the fuel sold in the U.S.

So, it’s not surprising that a recent review of expert opinions across the industry delivered a conclusion that fuel sales, indeed, drive the revenue for the c-store operators.

This makes the issue of price fluctuation the focus of retailers’ attention. Fuel margin volatility is the single greatest factor in the volatility earnings of the business, admit industry experts and leaders of major companies.

At the start of the year, GasBuddy predicted that average gas prices will continue to drop from their 2022 highs, averaging out at $3.22 per gallon this year, as compared to $3.33 last year.

While lower prices combined with less volatility are favorable to consumers, they could mean lower margins for operators. Pilot, Murphy USA and CrossAmerica Partners have all cited declining gas sales as a major challenge. 

Ironically, the reduction of gas prices is what Americans are especially eager to look forward to, and based on the signals coming from Washington, this is the intended direction.

But as Americans never stop driving, the convenience store operators – especially small-to-medium sized ones – should carefully plan their fuel purchasing schedules.

One way of increasing the accuracy of fuel ordering is by using the Sales Projection analysis provided by Ticon, a traffic data expert and pioneer in data analytics approach to fuel sales.

The sales forecast can be ordered directly from Ticon’s website and delivered within 5 business days. It provides all the crucial numbers a c-store operator needs to assure a steady supply of gasoline and diesel fuel to the pumps.