Convenience retailers and suppliers are gearing up for the seventh annual 24/7 Day sponsored by the NACS Foundation.

The annual event helps spotlight the convenience industry’s important role in supporting first responders and all the heroes who work around the clock, 24/7, while also raising funds for the American Red Cross.

Over 80 retailers and suppliers participated in 24/7 Day in 2024, representing 30,000 locations nationwide. The event not only thanked and recognized first responders and other local heroes with free items like a cup of coffee or fountain soda, but also showcased the convenience store industry’s deep community ties and dedication. 

“The really meaningful thing we are seeing on 24/7 Day is we aren’t only recognizing first responders and doing something good for the community—the next level that we are unlocking is that it becomes an employee engagement and morale-building opportunity for retailers,” said Kevin O’Connell, executive director of the NACS Foundation.

High’s, located in Baltimore, Maryland, has been participating in NACS 24/7 Day since 2020.

Morganne Manouse, marketing strategist at High’s, said during a NACS webinar, “We thought a single day just wasn’t enough to represent some of these heroes. As we pray for first responders for events such as Hurricane Helene, Hurricane Milton and the California wildfires, we understand it’s equally important to emphasize the heroic actions of the heroes all around the community.”

In 2024, High’s implemented its “High’s Hometown Hero” campaign for the first time to further recognize local heroes. “It was a social media campaign that kicked off in July that allowed customers and High’s employees to nominate a High’s Hometown Hero from their store area,” said Michele Truelove, senior vice president of retail at High’s.

Learn how you can get involved in this important initiative.