GSTV, a national on-the-go video network engaging and entertaining targeted audiences across tens of thousands of fuel retailers, today unveiled its 2025 Holiday Consumer Insights. In a GSTV viewer survey conducted via MFour Data Research, 43% say they are planning to drive more during their holiday travel vs. last year, and with this increased travel, 71% report fueling up more during the holiday.

Meanwhile, as people plan their holiday shopping, 59% of Gen Z GSTV viewers say they like to see or try an item before purchasing, while 44% say they find in-store shopping faster or more convenient, and 4 in 10 Gen Z consumers report being more excited to shop in-store this holiday season compared to previous years. A common denominator on the minds of all consumers, however, is rising costs due to tariffs, with 80% saying they are worried about price increases. Rather than cutting back entirely, though, GSTV viewers are highly likely to seek out promotions (51%), shop at discount stores (46%), and hunt for sales (51%).

Eric Z. Sherman, Executive Vice President, Insights and Analytics, GSTV, said, “The holiday season is naturally an occasion for gathering with family and friends, and for tackling holiday shopping at retailers of all varieties. Our research shows that both of these seasonal trends mean folks will spend more time on the road and less time with traditional media. For marketers, this represents an elevated opportunity to connect with consumers on-the-go – especially Gen Z audiences, who have expressed a renewed interest in in-store shopping experiences. In a cloudy economic environment, an advertising strategy that ties directly to shopping behavior at its peak may be an effective approach for brands looking for outsize impact in Q4.”

Additional GSTV holiday travel insights include:

  • Consumers are on the move for the holidays: 60% of GSTV viewers will drive out of town to celebrate at least one holiday, with 40% traveling for Thanksgiving, 36% for Christmas, and 24% for New Year’s. Throughout the holiday season, 60% say they are attending more social functions.
  • A positive in-store shopping experience for Gen Z: 59% of Gen Z GSTV viewers like seeing or trying items before buying, 52% say they enjoy shopping with friends and family, and 44% find in-store shopping faster or more convenient.
  • Holiday purchases are both a season-long and a spur-of-the-moment endeavor: 75% of the GSTV audience shops throughout the season, picking up items whenever it’s convenient. 22% start by October or sooner, 59% by early November, and 44% are still shopping by mid-December. Additionally, 65% don’t know exactly which stores they’ll visit to complete their shopping.
  • Media consumption habits change during the holidays: 50% of GSTV viewers feel they have less time to watch TV as the holidays ramp up.

With more than 29,000 locations reaching 115 million unique US adults each month, GSTV is the leading consolidated and scaled digital media platform in the convenience and fuel channel. GSTV viewers were surveyed via MFour Data Research in July 2025.

GSTV is a data-driven, national platform entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching 115 million American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel.  For more information, gstv.com