Quick Buys as BIG Business
By Meline Beach
By their very nature, convenience stores and gas (C&G) stations attract people with something quick on their mind. It’s a pit stop, not a leisurely stroll, which makes them the perfect setting for impulse purchases. Whether it’s gum, lip balm, or a trending novelty item at the checkout register, retailers are capitalizing on opportunities where shoppers make impulsive decisions.
“Impulse sales are the ultimate profit multiplier,” says Steven Muzaic, chief operating officer at Big Brands. “You’ve already done the hard work: You got the customer in the door. The cost of acquisition is already paid. Every extra dollar from that customer is margin-rich money. Yet most businesses let customers walk away holding the bare minimum.”
A category once defined by bright packaging, flashy displays, and novel appeal is now more about precision. Today’s impulse sales are about the right product, at the right time and place, that delivers real value, leveraging emotion, purpose, and smart marketing. As Muzaic puts it, “Impulse buying isn’t random anymore and it’s not necessarily about novelty. The potential is in engineering impulse sales into your business.”
Beyond countertop clutter, Bill Raynault, general manager, western branch, Mystical Distributing Company Ltd. says retail customers need to balance price, enjoyment, and convenience with regard to encouraging impulse purchases. He adds, “Many retailers are opting for cardboard pop-up displays that, while they may sacrifice floor space, get the attention of shoppers.”
From Fun to Functional
Deloitte’s 2024 Global Consumer Tracker found that 71 per cent of Canadian consumers are more cautious with discretionary spending and increasingly focused on value and necessity when making purchases. Likely influenced by post-pandemic inflation and economic uncertainty, today’s consumers are more conscious of value and letting functionality drive choice.
“Impulse used to mean quirky and fun,” says Muzaic. “Now it’s functional and useful. Shoppers still want a small treat, but they want it to make sense as something they’ll actually use. We’ve gone from ‘oh, that’s cute’ to ‘oh, I could use that.’ Mini sizes are hot again because they’re convenient and affordable.”
Beyond product size, seasonal shifts also drive impulse sales. The summer’s heat sparks interest in travel essentials and sun protection products. As temperatures cool and flu season kicks in, product sales related to hand cream, lip care, pocket tissues, and sinus relief surge. “People want quick fixes,” says Muzaic. “Especially in grab-and-go sizes.”
10K Distribution, based out of Toronto, Ontario, also capitalizes on function over fun when it comes to impulse products. They represent a number of brands of useful items and specialize in cell phone accessories. From sunglasses and travel mugs to flashlights and Bluetooth electronics, they distribute to thousands of C&G retailers across the country.
“We focus on what people actually need,” says Steve Horvath, sales agent at 10K Distribution. With over nine years of experience in the industry, Horvath takes pride in offering great customer service and high-quality items at low prices. “We rely on our retail customers to set the price point of our products and ideal placement in their stores as they know their customers best.”
Strategic Impulse
At Big Brands, the science of impulse selling is deliberate. The company specializes in trial, travel, and impulse categories, and even developed a proprietary Gravity Pack system that makes it easy for stores to keep impulse sections neat, shoppable, and profitable.
“We’re not chasing trends or trying to guess what might be hot next month,” says Muzaic. “That’s how companies end up sitting on dead inventory. Impulse should be built on strategy and precision, not luck.”
Instead, the company focuses on products customers consistently love and buy every day – trusted brands with roots dating back hundreds of years. “When you do it right, the products sell themselves,” he says.
To support retailers, Big Brands provides planograms, seasonal displays, and category insights. They also offer a monthly newsletter with practical tips on boosting impulse sales and profitability. “We make it easy for stores to get the most out of their impulse sections,” says Muzaic, who is also bringing his expertise to print. His upcoming book, Bigger Impulse Sales, provides step-by-step frameworks that retailers can apply directly to engineer impulse sales into their businesses.
Based on a track record of positive customer relations, 10K Distribution empowers retail clients to merchandise their products as they see best. “We rely on our retail customers to set the price point of our products and ideal placement in their stores as they know their customers best,” says Horvath. “A store’s location and customer base play an important factor in product selection, price point, and in-store placement.”
Bright and Playful
Functional impulse products may be thriving, but there’s still plenty of room for fun, especially in novelty retail. Tradition, celebration, and seasonality are key opportunities in novelty sales. Mystical Distributing takes pride in its large selection of fireworks, party, and outdoor recreational products that deliver eye-catching displays and seasonal excitement.
“Heat packs peak in winter, but sparklers sell all year,” says Raynault, who noticed an increase in sales of fireworks products to convenience stores in recent years. “Luckily in Canada, we have so many months that celebrate with sparklers and fireworks that it can serve as a steady revenue stream for retailers.”
Fireworks is a heavily regulated industry and Mystical Distributing navigates through the authorization and approval of products for import, distribution, and use in Canada. In terms of added support to retailers, Raynault adds that education and marketing materials are equally important. “We partnered with our industry association to offer retail training for selling fireworks and provide point-of-sale posters that show how the products are used,” he says.
Impulse in Action
Impulse is a category of its own that requires thought, strategy, and marketing intention, just like any other category in retail. Whether it’s a sparkler, snack, or mini hand cream, both Muzaic and Raynault agree impulse purchases are driven by emotion, shaped by context.
These purchases are micro-experiences that create small, satisfying moments for shoppers. They’re quick, feel-good interactions that add a touch of novelty or convenience, while giving retailers an easy way to boost sales with minimal effort from the customer.
Muzaic sums it up: “Convenience is number one. But people don’t just impulse buy because they need something. They impulse buy because they feel something. And feeling beats logic every time. Once your customers are already in the store, the added value comes from what they buy, beyond their original intention – that’s impulse in action. And that’s profit potential worth tapping into.”
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
