Other products sold at 7-11 stores included soft drinks, nutritional drinks, alcoholic beverages such as beer and wine, game software, music CDs, and magazines.
In 2004 7-11 was focused on increasing the number of original items that were only available at their stores. At that time, original items accounted for roughly 52 % of total store sales. The company aimed to grow the %age to 60 % in the medium to long term.