Standard consumer search models typically assume a stationary environment wherein past experiences do not affect current search effectiveness. In contrast, this paper leverages unique data on individual-level repeated refueling transactions and variations in market familiarity to demonstrate the strongly experience-dependent nature of search behavior. Specifically, when drivers refuel in unfamiliar markets-while traveling or after relocating-they pay significantly higher prices than in familiar markets. As their market-specific experience accumulates, this penalty persists but reduces, highlighting its importance in repeat-purchase settings. Further, a decomposition analysis indicates that experience-driven gains arise primarily from learning about the store and its market.Â