Inside the Market Basket of the C-Store Lottery Buyer - By Erik J. Martin, CSP, www.cspdailynews.com

in Retail

By Erik J. Martin, CSP, www.cspdailynews.com

Gas, tobacco and cold beverages may be what get customers in the door. But don’t discount good old-fashioned luck in the form of lottery scratch-off and computer-generated tickets. They represent a consistent revenue stream for convenience operators, generating about $8,000 in sales weekly and 9% of total convenience sales, according to Management Science Associates (MSA).

“Lottery remains a very reliable source of revenue that sells itself,” says Don Burke, senior vice president of MSA, Pittsburgh. “It’s a category consumers rely on being able to purchase at a convenience store.”

But lottery is more than merely consistent; data suggests that it’s also complementary in building the market basket. Ninety-five percent of lottery buyers purchase at least one extra item inside the c-store, and the overall basket ring by these lottery customers averages $10.35, according to NACS. In comparison, those not buying lottery spend $6.29.