12 tips for gas station owners this Christmas

• 1. Keep the outside and inside light and bright to draw in customers.

Safety is an important factor that massively affects customer perception, but is sometimes overlooked when planning facilities. Good lighting can make the difference between a dark forecourt that looks dingy and unappealing, and a light, bright forecourt that looks inviting, no matter the hour. Good lighting will not only attract passing traffic, but will make sure that your customers feel safe at your site.

Learn more: Why location isn’t everything — selecting gas stations with high potential

• 2. Promote 3 to 5 items at a time to get the biggest bang out of your holiday deals

Good merchandising can make a customer feel like they need something before they even knew they wanted it.

Think about the mix of products and services you’ll sell this holiday season. Make sure you offer a combination of low and high margin items and then display and promote them in a way that entices customers to purchase both.

Learn more: Why location isn’t everything — selecting gas stations with high potential

• 3. A little holiday cheer goes a long way to create an inviting atmosphere

Putting up decorations and fostering a festive atmosphere at gas stations can significantly enhance the customer experience and brand perception. Seasonal decorations, cheerful music, and staff who spread holiday cheer create a welcoming and memorable environment, making customers feel valued and appreciated during a busy time of year. This positive association with your brand encourages loyalty, as people are more likely to return to a business that brightens their day. Additionally, a festive ambiance can differentiate your station from competitors, positioning it as a community-friendly and customer-focused destination rather than just a place to fuel up.

• 4. Encourage your staff to greet every customer with a smile and kind words

A 2022 NACS customer fuels survey found that 84% of consumers rated “Friendly employees who make me feel welcome” as an important attribute of a c-store. Friendly and engaged employees at c-stores can create a positive experience that defines a customer’s day – shaping how they feel about the brand overall.

Learn more: Balancing AI with human insight: Navigating fuel retail’s tech evolution

• 5. Create a cheat sheet of upsell opportunities to use during checkout and have staff compete for more upsells to drive sales

Items like snacks, drinks, or car care products can be highlighted based on customer preferences or seasonal trends, ensuring employees have a clear guide to maximize each transaction. Encouraging friendly competition among staff with incentives for upsell performance not only drives engagement but also motivates them to refine their approach. This strategy enhances revenue, improves customer interactions, and creates a more dynamic and sales-focused workplace culture.

• 6. Teach safe lifting techniques to ensure your employees stay injury free

Protecting gas station employees from injuries is essential, especially during the busy holiday season when stocking shelves and handling deliveries often intensify. Proper training helps prevent strains and injuries, ensuring employees can continue to provide excellent service during this critical period. With the added stress of increased traffic and inventory demands, prioritizing safety demonstrates care for your team’s well-being, fostering a positive work environment. A healthy, injury-free staff is more engaged and capable of delivering the cheerful, efficient service that keeps holiday shoppers returning.

• 7. Focus on your coffee offering. It has high margins and can be a great customer driver if delivered with quality

Coffee is the must-have item for US c-stores. In an article for C-Store Decisions, Paul Servais, Retail Director of Kwik-Trip and Kwik Star, said “For many customers, coffee is the destination item; a good cup of coffee can draw people to your store.”

Read more from C-Store Decisions

• 8. Focus on the four Fs: Fronted, faced, full, and fresh

Well-organized shelves with neatly displayed, fully stocked, and in-date items create a sense of abundance and professionalism, encouraging customers to browse and buy more. It also signals that your store is well-managed and attentive to detail, enhancing your brand’s reputation. With holiday shoppers often in a hurry, a well-stocked and visually appealing store ensures they can quickly find what they need, keeping them satisfied and likely to return.

• 9. A clean bathroom makes all the difference

One of the things that will drive customers to purchase from you is a clean, impactful bathroom. If a customer comes in to use the restroom and finds it dirty and out of toilet paper and paper towels, they won’t want to buy from you and they’ll want to leave as quickly as they can. However, if you pay the restrooms some attention, ensure they’re always clean and well-stocked, you’ll leave the customer with a great impression of your store. Making them more likely to stop for something to eat, and to come back in the future.

Learn more: Increase gas station sales without a large investment

• 10. Participate in local charity to drive community presence

By supporting causes that matter to your customers—such as food drives, toy donations, or holiday fundraisers—you demonstrate a commitment to giving back to the local community, which resonates deeply during this season of giving. This not only enhances your brand’s image but also fosters loyalty as customers are more inclined to support businesses that contribute to their community. A visible charitable presence during the holidays creates a positive impact that extends far beyond the season.

• 11. First in – first out. Rotate stock to minimize waste

By ensuring older stock is sold before newer items are shelved, you minimize waste, keep products fresh, and avoid expired items tarnishing your store’s reputation. With holiday shoppers expecting quality and reliability, proper stock rotation helps maintain high standards while also reducing unnecessary losses. A well-managed inventory system ensures your shelves remain full of fresh products, creating a positive customer experience and driving repeat business.

• 12. Review your opening hours and modify to accommodate changes in customer patterns

With extended shopping hours, holiday travellers, and last-minute gift buyers, aligning your hours with customer demand ensures your store is available when it’s most needed. Flexible hours not only capture more sales but also demonstrate your commitment to meeting customer needs during a hectic season. By being open and accessible at convenient times, you build loyalty and position your station as a reliable, customer-first destination.