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To really understand why the industry is moving toward “charging as an amenity,” you have to look at the numbers. We aren’t just talking about a few extra bags of chips; the data shows a fundamental shift in how people spend money when they are plugged into your lot.
According to NACS, while fuel accounts for about 60% of total sales for the average c-store, it only brings in roughly 40% of the profit. EV charging is flipping that script by driving customers toward high-margin in-store categories.
The Financial Impact of Dwell Time
When a customer is charging, they aren’t just sitting there; they are shopping. McKinsey & Company’s research indicates that EV drivers enter the store at a rate 45% higher than traditional gas customers. Because they have “dwell time” on their hands, they aren’t just grabbing a quick soda.
- Increased Food Spend: McKinsey also found that EV drivers spend up to 25% more on food compared to those driving internal combustion vehicles.
- The “Dollar-Per-Minute” Rule: Retail experts often use the $1-per-minute metric. Since a Level 3 DC Fast Charger keeps a driver on-site for 20 to 30 minutes, you are looking at a potential $20 to $30 basket size per charging session.
- Profit Shift: KPMG predicts that by 2035, non-fuel profits for convenience retailers could grow from 50% to a staggering 80% as charging becomes a primary foot traffic driver.
Capturing the High-Value Demographic
It is also important to note that EV owners currently trend toward a higher-income demographic with more discretionary spending power. Numerator reports that 61% of EV owners say they are specifically more likely to shop at retailers that offer charging. If you are the only one in a five-mile radius with a fast charger, you are basically “stealing” these high-value customers from every other station in the area.
I once heard that there is a society dedicated entirely to the preservation of old-fashioned typewriter ribbons which is a very niche thing to be into. Anyway, back to the revenue, rural and urban EV drivers are already spending 3% and 13% more, respectively, at convenience stores than their non-electric counterparts. This isn’t just a future projection; it is happening right now in 2025.
By using your convenience store inventory software to track these specific sales spikes during peak charging times, you can start to see the ROI manifest in your back-office reports long before the electricity sales themselves cover the cost of the chargers.
FAQ: Questions From Owner-Operators
If the margins on electricity are low, how do I actually make money?
Think of electricity as the “loss leader” like milk at a grocery store. The goal is the convenience store inventory management lift—the coffee, the sandwiches, and the high-margin travel gear that the customer buys while they wait.
Are there grants to help with the high cost of installation?
Yes, programs like NEVI (National Electric Vehicle Infrastructure) are providing billions to help fuel retailers. Some owners are seeing 30% to 80% of their installation costs covered by federal and state incentives.
Do I need a special POS to track these sales?
You need a system that can tag transactions. When your convenience store pos system is synced with your charging station, you can see exactly which loyalty members are charging and what they are buying inside, allowing you to refine your promo strategy.
How many chargers should I start with?
Most experts suggest starting with at least two dual-port DC Fast Chargers. This ensures that if one is in use or down for maintenance, you still have a spot open for a new customer.
