NORMAL - Matt Hobson never thought he'd see $4 a gallon gasoline. But that day of reckoning arrived in the Twin Cities Wednesday. | Find the best local gas prices (good luck)

"It's kind of getting out of hand," the Illinois State University student from Rockford said as he paid $4.009 a gallon to put gasoline in his motorcycle at the Shell station at Raab Road and Main Street in Normal.

The price for a gallon of unleaded gasoline started the day around $3.81 at many gas stations in Bloomington-Normal. But by mid-morning it was on the rise, with the typical price at $3.999 in the afternoon.

If there's any solace, we're not alone. Other Central Illinois communities like Peoria and Champaign stations also felt the pinch as prices jumped to $3.99, said Nicole Niemi, spokeswoman for AAA-Chicago.

The cost of oil - which closed Wednesday at yet-another record, $133.17 a barrel - continues to be the main reason for the pain at the pump, but the upcoming Memorial Day weekend also played a role with the latest increase.

"It is in anticipation of the demand," Niemi said.

Even though fewer Americans expect to travel for this year's three-day weekend, 37.87 million Americans still plan to get away. What will happen to prices as the weekend creeps ever-closer, and as the summer driving season begins in full swing after the holiday, depends largely on what happens in the oil market, Niemi said.

Manager Steve Enchelmayer increased the cost at Normal's Shell from $3.90 after nearby stations also posted higher prices.

"One guy starts it. It's a domino effect," Enchelmayer said. "It's a battle."

And in today's sluggish economy, consumers are growing weary of the fight.

Angel Buchberger of Normal was among the last customers at Thornton on Main Street in Bloomington to pay $3.819, before prices increased to $3.989. She was at the park with her daughter when her husband called and told her to get gas.

Buchberger, forced to wait as drivers lined up for the lower price, feels like she caught a bit of a deal since anything you can save helps. Still, record gasoline prices means it's necessary to find ways to conserve.

"Before, we didn't think about running to the store to grab stuff," Buchberger said. "Now, we try to plan better."

Elaine Hanan of Bloomington likely just missed catching the low price of the day at Huck's on Hershey Road in Bloomington.

When she drove by the station on her way to run some errands, the price was $3.819 a gallon. When she pulled in about 30 minutes later, she debated only spending $5 because the price had jumped to $3.999 for regular gasoline and $4.099 for the medium-grade gas she needed.

In the end, she decided to buy $20 worth of gas but hopes prices will drop before she needs another fill-up.

"Every penny helps," Hanan said.

Deb Pitcher of Bloomington also didn't fill up her whole tank at Huck's.

"I put half in. … There's some psychology to this," Pitcher said.

Getting gasoline is somewhat of a game these days, with the object to try to catch the lower price, Pitcher said.

But Nate Rittenberry had a slightly different plan to save some money.

The recent Illinois Wesleyan University graduate put in about a half-tank in his parents' Toyota Land Cruiser, paying $60. That should be just enough to get him home to suburban Gurnee.

"I'll make my parents pay the rest when I get home," Rittenberry said. "(It's) really nice of them to give me the gas guzzler."