Gasoline stations
Total Sector Spending
Overall spending trends across an industry sector
What's the story behind the data?
Gas stations reflect gas prices, not consumer behavior. The category went mostly negative through August (worst at -8.2% in May), then surged +4.9% in September as prices rose. This isn’t about driving more—it’s about price per gallon. November through April averaged -2%, May-July averaged -4%, then September rebounded. Gas price volatility drives revenue, not trip frequency.
7-Eleven losing share dramatically (27% down to 23%). Sam’s Club Fuel rising to 15%. Shell stable at 20-21%. Circle K climbing to 12%. Everyone else (BP, Exxon, Speedway) holds 8-11% flat. The shift: warehouse clubs (Sam’s, Costco) winning with bulk fuel discounts while convenience stores (7-Eleven) lose despite food/beverage upsell attempts. AOV confirms it: Sam’s Club holds $30-32 (bulk fill-ups), while 7-Eleven dropped from $29 to $24 (smaller purchases, lower gas prices).
Gen X (+12.2%) dominates spending—ages 40-55 commuting most for work and driving kids. High earners crushing it: $150K+ at +5.9%, $125-150K at +5.0%. They’re driving more (SUVs, longer commutes, premium gas). Lower income still positive but modest ($50K at +2.7%, $50-75K at +1.9%). Millennials nearly flat (~0%)—they’re remote working or using rideshare. Gen Z at +5.5% reflects first cars and driving freedom.
Implications by Audience
FP&A / Strategy Teams
- Revenue tracks gas prices, not volume — May’s -8.2% and September’s +4.9% reflect price per gallon swings. EIA gas price data is your revenue forecast. Consumer trip frequency stays relatively stable.
- Gen X (+12.2%) drives the category — ages 40-55 commuting to work, driving kids to activities, taking family trips. Highest fuel consumption demographic. Build loyalty programs around Gen X needs (speed, rewards, clean facilities).
- High earners ($150K+ at +5.9%) are your margin opportunity — they buy premium gas, fill larger vehicles (SUVs, trucks), and care less about price per gallon. Focus on premium fuel and convenience upsells (car wash, premium snacks).
- Sam’s Club/Costco warehouse model is winning — Sam’s Club rising to 15% share with $30-32 AOV (bulk fill-ups at discount pricing). Membership model + fuel savings creates loyalty. Traditional gas stations can’t match warehouse club pricing.
- 7-Eleven losing 4 points of share (27% to 23%) — convenience store model under pressure. Food/beverage upsell isn’t compensating for fuel price disadvantage. Need differentiation beyond just gas (better food, loyalty rewards, EV charging).
- Millennials (~0%) are gas station-light — remote work, rideshare, urban living, and EV adoption mean less gas consumption. Future of category depends on Gen X sustained driving and Gen Z car ownership.
Marketing and Brand Teams
- Target Gen X (+12.2%) with convenience and speed — ages 40-55 value time. Mobile payment, loyalty apps, fast pumps, clean facilities matter more than food selection. Market convenience, not just price.
- High-income messaging ($150K+ at +5.9%) — emphasize premium fuel benefits (engine protection, performance), car wash bundles, and loyalty rewards. They’ll pay extra for quality and convenience.
- Lower-income segments (+1.9% to +2.7%) need price value — warehouse club membership, fuel rewards programs, and price-per-gallon transparency drive loyalty. GasBuddy integration and visible pricing are critical.
- Gen Z (+5.5%) offers future growth — first-time car owners prioritize mobile payment, loyalty apps, and social media engagement. Build digital-first experiences.
- C-store upsell is defensive strategy — 7-Eleven losing fuel share but can offset with food/beverage margin. Premium coffee, fresh food, and grab-and-go meals capture incremental revenue beyond fuel.
Investors
- Warehouse club fuel (Sam’s, Costco) is taking share — Sam’s Club rising to 15% proves membership + fuel discount model works. These are defensive plays as traditional stations lose pricing power.
- 7-Eleven share loss (27% to 23%) signals convenience store pressure — fuel margins compressing, c-store upsell not offsetting. Traditional gas station operators face structural headwind.
- Gen X momentum (+12.2%) supports near-term volume — peak driving years for commuting and family activities. But Millennial weakness (~0%) and EV adoption create long-term headwind.
- High-income strength ($150K+ at +5.9%) — premium fuel and full-service segments hold pricing power. Luxury/premium positioning can offset volume declines.
- Gas price volatility creates trading opportunities — September’s +4.9% followed May’s -8.2%. Crude oil prices drive revenue swings. Hedge with energy futures or avoid entirely.
Policy Makers
- Gas spending resilience proves transportation necessity — even during -8.2% month (May), volume stayed relatively stable. Americans need cars for work and life. Public transit gaps force car dependency.
- High-income driving growth ($150K+ at +5.9%) — affluent households driving more (larger vehicles, longer commutes, more trips). Fuel taxes are regressive—lower income pays higher % of income on gas.
- Gen X commuting (+12.2%) reflects return-to-office — peak working years with in-person work requirements drive fuel consumption. Remote work policy impacts fuel demand directly.
- EV adoption visible in Millennial weakness (~0%) — younger demographics showing minimal gas spending growth. EV transition and ride-hailing reducing traditional fuel consumption.
Top Brands by Market Share
Leading brands ranked by market share within sector
Trends + Insights
Gas prices drive revenue, not trips May -8.2% to September +4.9% swing reflects price per gallon, not consumer behavior. Volume stays relatively stable—people still commute, run errands, take trips. Revenue moves with EIA gas price data.
Gen X (+12.2%) is the commuting engine Ages 40-55 driving most for work, kids, and household errands. Peak fuel consumption years. They’re not remote working—they’re commuting to offices and juggling family logistics. Loyalty programs must serve Gen X needs.
Sam’s Club/Costco stealing share from 7-Eleven Sam’s Club rising to 15% (from ~13%), 7-Eleven dropping to 23% (from 27%). Warehouse club membership + bulk fuel discount beats convenience store model. Traditional gas stations can’t compete on price alone.
High earners ($150K+ at +5.9%) driving more, buying premium Affluent households in SUVs and trucks, longer commutes to suburbs, and premium gas preference. They care less about price per gallon, more about convenience and quality. Margin opportunity.
7-Eleven AOV collapse ($29 to $24) signals trouble Falling from $29 to $24 reflects both lower gas prices AND smaller fill-ups (customers going to warehouse clubs for bulk, 7-Eleven for top-offs). Market share loss plus AOV compression = double headwind.
Millennials (~0%) are the gas station ghost Near-zero growth from ages 28-43. Remote work, urban living, ride-hailing, and early EV adoption mean less fuel consumption. Future of gas stations depends on Gen Z car ownership and Gen X sustained driving.
Premium fuel ($150K+ income) holds pricing power High earners buying premium gas despite price. Engine protection, performance, and “better for my car” perception justifies premium. Shell, Exxon, BP benefit from premium fuel margins.
C-store food upsell can’t save fuel margin loss 7-Eleven trying to offset fuel losses with food/beverage, but it’s not working (share still dropping). Fuel drives traffic; c-store captures some margin, but not enough to compensate for pricing disadvantage versus warehouse clubs.
EV charging is coming but not here yet Data doesn’t show EV charging revenue (still minimal). But Millennial weakness and high-income EV adoption signal transition beginning. Gas stations need charging infrastructure or risk obsolescence in 10-15 years.
Top Brands by AOV
Leading brands ranked by average order value within sector
This macro sector analysis provides detailed insights into economic trends and consumer behavior patterns. The visualizations below are derived from real-world transaction data and economic indicators.
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Sector Spending by Income Bracket
Industry sector spending patterns by household income level
Sector Spending by Generation
Industry sector spending patterns by generational cohort
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