Should Print Companies Target & Sell to Convenience Stores?

It’s a question we hear often from print companies, “We want to go after convenience store chains, what’s the best way to do it?” But the real question is, should you go after them in the first place? While the potential opportunity with c-stores is obvious, it’s important to understand the nuances of the convenience store landscape before diving in. Not all c-stores are created equal, and your success in targeting them will largely depend on which type you’re trying to work with.

In this article, we’ll explore the reasons why print companies are drawn to convenience stores, the different types of c-stores out there, and what makes some easier, or much harder, to sell to than others.

 

The Appeal of Doing Print Work for C-Stores

The appeal is straightforward. Convenience stores have a wide range of printing needs that span both marketing and operations. These needs include, but aren’t limited to…

• Direct Mail Campaigns
• Window Clings & Door Decals
• Floor Graphics & Aisle Signage
• Ceiling Danglers
• Custom POP Displays
• Countertop Displays
• Product Labeling& Branded Packaging
• Outdoor Signage & Bollard Covers

 

And perhaps most importantly, they change out this messaging frequently. Whether it’s seasonal promotions, weekly specials, or rotating vendor deals, c-stores rely on fresh, updated print materials throughout the year.

The more locations a c-store chain has, the more they need a steady stream of print assets delivered quickly, accurately, and often on a recurring basis. For print providers, this means a mix of volume, frequency, and variety, a very appealing combination for any shop looking to grow its business.

 

The Different Types of Convenience Stores Print Companies Can Sell To

However, targeting all convenience stores as if they’re the same can lead to frustration and wasted effort. The c-store landscape is segmented, and knowing which type you’re best equipped to serve is key to success.

Single Locations C-Stores

These are the local, independently-owned “mom & pop” shops you pass on the corner. They’re relatively easy to approach because the decision maker is often the owner, and there’s little red tape involved. However, these stores don’t typically order high volumes of print. You might sell them a few signs and stickers here and there, but don’t expect major, recurring orders.

Mid-Number Location C-Stores

These small-to-mid-sized chains (think 5 – 30 stores) are often regional and are still accessible from a sales standpoint. They may have a marketing manager or buyer, but decisions are made quickly and relationships are easier to build. They’re attractive because they tend to want the polished branding of a national chain, but they’re working with a smaller budget. If you can offer scalable, high-quality solutions without the agency-level price tag, you’re in a strong position to win their business.

National Multi-Location C-Stores

This is where most print companies dream of landing, the large national chains with hundreds (or thousands) of locations. Think Circle K, 7-Eleven, WaWa or Casey’s. These giants have massive and consistent print needs. If you can win just one of them, it could be a game-changer for your business. But as we’ll cover next, these accounts are extremely difficult to break into.

 

Why It’s Difficult to Sell to Large Chain C-Stores

The major national c-store chains are saturated with competition from every direction. They already work with full-service print agencies and marketing firms that have built strong, often decade-long relationships with these brands.

In many cases, the print providers for these c-store chains don’t just fulfill orders, they’ve built customized print management portals, established proprietary logistics solutions, and even developed unique substrates, sizing standards, and processes that only make sense for that brand.

Take Circle K, for example. They work with GSP, a print partner that has integrated deeply into their operations. Circle K is known for acquiring diverse stores that often don’t follow a standard layout. GSP works closely with them to support that variability, customizing signage, adapting display solutions, and even manufacturing specialized products to serve Circle K’s ever-evolving needs.

In short, these large chains have a print ecosystem built just for them. The barriers to entry are steep, and unless you offer something truly unique, or the incumbent fails, you’re likely to spend more time chasing the account than profiting from it.

 

There’s no doubt about it, convenience stores are an attractive vertical for print companies. They require a wide range of printed materials, change their messaging often, and in the case of larger chains, offer the promise of high-volume, recurring orders.

But that promise comes with caveats.

The national players are locked into long-term relationships with deeply embedded vendors, and their proprietary systems make switching providers nearly impossible. Competing with those established partnerships is a losing battle for most small to mid-sized print shops.

Instead, focus your efforts on local single-store owners and regional chains with under 50 locations. These businesses are more agile, more likely to value local partnerships, and more open to working with print providers who can offer quick turnarounds, competitive pricing, and personal service.

So yes, you as a print company should sell to convenience stores, but…

Start small, build strong relationships, and grow your reputation within that regional market. Over time, you’ll build the credibility and capacity to go after larger opportunities, but you’ll do it from a position of strength and experience.

 

That’s the real strategy for winning in the c-store space.