Gas prices are on the rise again, increasing by more than 50 cents a gallon over the last month, despite low demand and plentiful supply.

“ ’Cause it’s summertime,” said Cheri Whoric, a Heard County resident who was traveling to Carrollton to get her hair done and do some shopping. “People are going on vacation and they’re trying to get as much out of them as they can.”

She is aggravated by what she sees as an annual opportunistic raid on people’s wallets by gasoline companies out to maximize profits. She’s not alone.

Sharon Walker of Carrollton also believes the hikes are purely seasonal.

“Well, it’s pretty normal for summer,” Walker said. “In the last year or so it seems to be the case.”

Merv Shreve of Clem believes the rising prices are the result of optimistic reports of economic recovery. He thinks the price will go down as reality sets in.

Their suspicions may not be too far off. According to a statement released by Auto Club South, the prices are being driven up by “bullish economic expectations” rather than the economic law of supply and demand.

“The current retail price trend has been pushed by refinery reductions, crude and wholesale price increases, but not by consumer demand,” said Gregg Laskoski, managing director of public relations for AAA Auto Club South.

Crude oil has been on the rise over the last few weeks. Friday’s close of $66.31 was $4.64 more than the week before. Crude rose even more Tuesday, closing at $68.55.

That’s driven gas prices from $1.897 a month ago to $2.379 on Tuesday. By Wednesday, motorists would have been hard-pressed to find gas for under $2.40.

Joe Crain, owner of Crain Oil Co. in Newnan, also believes the prices are on the rise because the economy is improving but he doesn’t know how lasting it will be. His sales are up, not as high as last year at this time, but up from six months ago.

“The stations are doing better,” Crain said. “We’re seeing a few signs of our commercial and industrial accounts seem to be finding some jobs.”

That increase may be decreasing the glut of gasoline that the oil companies are sitting on, driving up prices. However, the change may not last, especially if people start to cut back as the prices rise.

Laskoski doesn’t see the upward march as a lasting trend.

“Even the most bullish of analysts would have to expect the rate of (retail gasoline) price increases to slow down in coming weeks,” he said. “All rallies come to an end.”

That would be good news to many financially stretched customers who are not feeling the effects of an improved economy.

Kaylee Carnes of Villa Rica said the prices are rising, but her paycheck is not.

“I don’t like it because my paycheck is little, and I have to buy gas,” Carnes said.

She is coping by letting her mom do the driving and paying for the gas.

Sally Robinson, manager of the Texaco station on Park Street in Carrollton, said her customers have not been complaining about the increases yet, but her gas sales are down about 1 percent or 2 percent, although her overall sales are up.

“I think everybody’s just glad it’s not as high as last year at this time,” Robinson said. “It has gotten better this year. I think now they’re just accepting it.”

She may be right. When compared with the over $3 a gallon prices of last summer, today’s $2.40 may seem like a bargain. But customers will eventually start feeling the pain. But what that threshold may be is anybody’s guess.

“It hasn’t bothered me yet,” Shreve said. “$2.50 might bother me.”

Gas is a necessity that consumers can’t do without. They have to get to work and home again, so they buy gas.

Walker said when the prices go up too high, she starts cutting back in other areas. That may start impacting other companies.

“I may have to do without a Coke,” she said. “Maybe we’ll close down Coke.”