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With the holiday travel season in full swing, the last thing local motorists want to hear is that reaching their destination will be a burden on their bank account.

But that's just what they learned Monday, when gasoline prices in Massachusetts surpassed the $3 level - and pierced a milestone psychological ceiling.

"It's very bad," Attleboro resident Sophia Sao said as she waited for a fill-up at Gas Plus on Pleasant Street in Attleboro. "I used to put in $18 for a full tank, and now its up to $38. I wish it would go down."

And, technically, Gas Plus was on the low side, with regular grade gasoline going for $2.97 a gallon.

AAA Southern New England's weekly survey found Monday that the average price of regular gasoline in Massachusetts rose 2 cents per gallon to $3.01 - the first time the price has climbed above $3 in six months. Last year at this time, the price averaged $2.19.

Typically, gas prices spike during the summer months because of refining problems, but AAA says the latest increase - prices have gone up for six straight weeks - is because of rising crude oil prices on the global market.

That's of little comfort to motorists.

"Its pretty scary, but I still need to buy the same amount of fuel," said Chaz Mello of Norton.

At Gas Plus, owner Tom Frye says most people don't blame individual gas stations. Their ire usually is directed at big oil companies.

Occasionally, though, he finds himself telling customers "don't blame the messenger."

"Obviously, people are upset, but the price of everything is going up," he said.

Frye also says a lot of customers speculate that prices are driven up during the holidays.

"This is not necessarily true," he said. "At this point, gas stations just need to stay competitive."

On County Street in Attleboro, gas stations posted a range of prices. At Cumberland Farms, regular cost $2.99 on Monday, but a few blocks away, a Mobil station was charging $3.05. "It's disgusting. We're suckers, we really are," Attleboro motorist Joanne Friston said. "They're playing with our heads and our pocketbooks. This time last year it was $2.19 for a gallon of gas. Its awful."

With no end to price increases in sight, all local residents can do is hope Massachusetts doesn't catch up with the national average of $3.08 per gallon.

"What goes up should, hopefully, come down," Frye said.