Gas prices in Southeast Missouri town dropped 20 cents overnight

POPLAR BLUFF, Mo. — When gas prices dropped 20 cents overnight last week, area residents lined up at the pumps to take advantage of a fuel price many thought they would never see again — $1.79 a gallon.

The overnight price plunge was the result of a Veterans Day promotion put on at an independent gas station. It was supposed to be a 13-hour sale but became permanent after a neighbor station followed suit and then others picked up on it in a price lowering frenzy that swept all over town ... much to the surprise of the station owner who started it.

Last Wednesday, John and Darla Murphy advertised discounted prices both inside their store, Highway 53 Package and Grocery, and at their gas pumps in honor of those who have or are serving in the armed forces. The markdown lasted from 6 a.m. to 7 p.m. last Thursday.

"Veterans give up a lot so we can have the freedom's we have," John Murphy said. "Veterans have a special place in my heart, because most of the people in our family have been to war."

His uncle was at Iwo Jima, Murphy explained. A World War II veteran, his father served in the Navy in the Pacific arena. His older brother was in the Air Force eight years and served in Vietnam. His younger brother spent eight years in the Navy and after Sept. 11 voluntarily went on active reserve and served 15 months in Iraq and his wife's grandfather served in World War II.

Murphy changed his signs when he closed up the night before the sale to say regular fuel would be $1.79 per gallon. The price had been $1.99, according to Murphy, which was the average price in town at the time.

On average, a regular gallon of gas in Missouri was going for almost $1.87 on Nov. 13, according MissouriGas-Prices.com.

Murphy found after opening early last Thursday the manager of one national brand gas station had seen his price. The manager had called their corporate headquarters and received approval to match it, even if it meant losing money, Murphy said. From there, the artificially low price spread across town.

The promotion intended to benefit his customers in the end benefited everyone, he believes, except the gas stations.

"There is no doubt they were losing money, and quite a bit of money," Murphy said. "Monday was the first day [Poplar Bluff gas stations] were able to buy gas cheap enough to justify $1.79."

The lower one-day promotion price was a hit he knew he would take, Murphy continued, but hadn't intended to share with other businesses.

The Thursday special was a success for 53 Package, he said. Nearly a week's worth of gas was sold in 13 hours and customers seemed to appreciate the 10 percent discount on everything inside the store, including their large selection of spirits, Murphy said.

Still, considering the effect it had, Murphy doesn't know if he'll try another promotion involving gas prices.