Retailers to get pumped up with Super Bowl sales

There doesn’t appear to be anything that will deflate the good moods of retailers in the lead-up to the Super Bowl this Sunday. According to the National Retail Federation’s (NRF) Super Bowl Spending Survey conducted by Prosper Insights & Analytics, average viewer spending will reach $77.88 this year, up from $68.27 in 2014.

"With renewed confidence in the economy and the outlook for 2015, consumers are looking forward to some good old-fashioned fun with their friends and family to celebrate the big game," said Matthew Shay, president and chief executive of NRF, in a statement. "Retailers will take full advantage of the expected traffic from avid fans by making sure they have adequately invested in décor, party food and accessories and other Super Bowl-related inventory."

Food and drinks are on the shopping lists of 79.3 percent of people who plan to watch the game. Nearly 11 percent will buy team apparel or accessories and 8.8 percent plan to buy a new television to watch the game between the Patriots and Seahawks at home.

According to NRF, nearly 43 million people plan to host a Super Bowl party this weekend and nearly 26 percent of the 184 million people who plan to watch the game on television will do so at a party.

super bowl promos

"More viewers than ever are planning to tune in on game day this year as these connected consumers reach to multiple channels to join in with other fans and follow their favorite national brands," said Pam Goodfellow, principal analyst at Prosper. "Beyond the game, viewers will use this day to catch up with friends and family and treat themselves to their favorite game day treats.

BrainTrust

Discussion Questions

Which retailer(s) that you’re familiar with does the best job of marketing for the Super Bowl? What stands out about their approach to the event?

Poll

7 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments
Dick Seesel
Dick Seesel
9 years ago

I’m always baffled by the percentage of those surveyed planning to buy a new TV specifically to watch the Super Bowl. HDTVs are so well-penetrated in American households (and are such a commodity in terms of price point) that it’s hard to see this as anything but a replacement or trade-up business.

But outside of that number, it’s not surprising to see the high spending on food, drink and party supplies in an upbeat economic environment, and heading into a game with a lot of fan interest. (Except for here in Packerland … ) Stores like Walmart and Target are best positioned to take advantage of traffic and sales for this unofficial national holiday, given that their broad variety of goods caters to just about anything non-alcoholic you might want to buy for Sunday.

Ed Rosenbaum
Ed Rosenbaum
9 years ago

These surveys prior to and after the Super Bowl game are interesting insofar as they tell us little we do not already know, except the exact numbers.

Food and beer will be the biggest point of sale volume wise. They always are. I can see stores having multiple uses such as Walmart and Target being the biggest sales winners. They have food, beer and even TVs available for the consuming market. As an aside I am anxious as always to watch the commercials. Usually more appealing than the game, which this year has two teams I have little fan interest in watching. Bring on the Clydesdales.

Ralph Jacobson
Ralph Jacobson
9 years ago

The most innovative promotional campaigns I have seen retailers run include the featuring of more “durable” goods to compliment the traditional consumable food items. Some are touched upon in this article. Durable goods create a lasting positive revenue impact by driving ongoing needs for associated consumable foods. Further, merchandising coordinated non-food items drives incremental revenue for the retailer, whether online or offline.

Janet Dorenkott
Janet Dorenkott
9 years ago

I think the biggest winners will be Walmart, Target and Dick’s Sporting Goods. Walmart and Target for those people who have a few extra bucks in their pockets due to lower gas prices. Also because they have everything you need to attend or plan a party. If you’re buying a TV but also need snacks for your guests, it’s a one stop shop. On the other hand, if you want a nice jersey, you’ll go to Dick’s Sporting Goods. Especially females who have more selection at shops like Dick’s than they do at other stores.

Al McClain
Al McClain
9 years ago

The retailers I see pile it high for the Super Bowl, with lots of beer, chips, and the now not unique mini-fields, etc. These are not very likable teams IMO, and the NFL has more issues than we can count, not the least of which is the health and character of the players. But, it doesn’t seem to matter in the short-term and the economy is good so we continue to watch and consume, and that is good, for retailers and brands at least. We just have to avert our eyes a lot.

Craig Sundstrom
Craig Sundstrom
9 years ago

Let’s see: 305 minus 184, carry the 1…leaves us with about 120 million people who will NOT be watching, and by implication have nothing to do (or at least nothing we’re aware of). This would seem to be an ideal market to target with anti-SuperBowl marketing: lunch offers, movies deals, Sunday 4-hour only shopping specials…the opportunities are endless.

Terry Mullery
Terry Mullery
9 years ago

Most of the food and supply retailers that I frequent leading up to the “big game” only leverage the CPG companies’ marketing and promotion, and do not go all out via their own events or promotion. The CPGs that do a great job are the typical leaders in the soft drink and snack/chip categories. Thus, no matter which food retailer I visit, they all are marketing the game in a similar manner.