Photo: Kmart

The Big Game gets bigger for retail

Promising “awesome deals on party essentials to make a fantastic football bash,” Kmart last week became one the first retailers of the season looking to capitalize on the ever-expanding Super Bowl party opportunity.

The Super Bowl is seen as the first major retail event following the holiday season. Viewers and partygoers are expected to spend an average of $82.19 on food, décor, team apparel and more this year, up from $77.88 in 2015 and the highest in the history of the National Retail Federation’s (NRF) Super Bowl Spending Survey. Total spending is projected to top $15.5 billion.

Other findings from the survey:

  • 34.7 percent say the football game is the most important part of the day, 17.7 percent say the commercials are, and 4.5 percent, the food;
  • 43.3 million fans are planning to throw a Super Bowl party (17.7 percent) while 70 million (28.6 percent) are attending a party hosted by a friend or relative;
  • 79.8 percent of partygoers and viewers will purchase food;
  • 11.1 percent of those planning to watch the game will buy new team apparel and/or accessories;
  • 7.7 percent are planning to purchase a new television to enjoy the game.

Pam Goodfellow, principal analyst of Prosper Insights and Analytics, which conducted the survey, said the growth in celebrations this year could be a result of increased interest among individuals who use sites like Twitter and Pinterest to develop and promote DIY party projects and game-day fare. She said, “Super Bowl Sunday is now more than just a game, it’s an experience for all.”

While offering deals on TVs, slow cookers, fan apparel and munchies, Kmart is offering kids under the age of 12 a free mini-football on Feb. 6 and adults recipes for chili and spinach dip. The retailer also came up with list of a “‘First and 10’ Tips for a Ridiculously Awesome Party.” Suggestions included creating scorecards to rate commercials, having the kids stage their own halftime show, and offering make-your-own goodie bags for guests to take leftovers home.

BrainTrust

"The Super Bowl experience is a one-day event that is different from other big sport events that are multi-day (like the World Series). This means the attendance of that single day experience is very large and the engagement plan can be very focused."

Joy Chen

Chairman & CEO, H2O+Beauty


"First, it’s not tied to a holiday. Second, it’s not religious. Third, there’s no obligation to attend — it’s purely a choice. Fourth, it’s meant for fun, so it can be lighthearted."

Naomi K. Shapiro

Strategic Market Communications, Upstream Commerce


"Online deals for ordering Super Bowl goodies, delivered the day of the game or the day before the game (customer’s choice). Promote in ads, in-store fliers, handouts, or on shelf talkers by beer, salty snacks, deli and frozen."

Warren Thayer

Editor Emeritus & Co-Founder, Frozen & Refrigerated Buyer


Discussion Questions

What’s unique about engaging customers around the Super Bowl experience versus other retail calendar events? Can you suggest any creative approaches for reaching Super Bowl spenders?

Poll

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Joy Chen
Joy Chen
8 years ago

The Super Bowl experience is a one-day event that is different from other big sport events that are multi-day (like the World Series). This means the attendance of that single day experience is very large and the engagement plan can be very focused. I suggest using social media to reach these spenders on promotions, DIY. Additionally, I would engage them to post on social media to capture this experience. Finally, I would expand the experience to include cocktail recipes (vs. just beer) and other food ideas after game to lengthen the experience. Go #SB50!

Naomi K. Shapiro
Naomi K. Shapiro
8 years ago

First, it’s not tied to a holiday. Second, it’s not religious. Third, there’s no obligation to attend — it’s purely a choice. Fourth, it’s meant for fun, so it can be lighthearted. As a promotions buff, I like the idea of a scorecard for the commercials, plus the other promotions, and Kmart being first on the field gives them a leg up (football reference?) on getting people to come to them first. Social media, light-hearted competitions and contests, can all have a place with the right thinking and the right planning and execution.

Shep Hyken
Shep Hyken
8 years ago

Super Bowl, World Series, March Madness, Stanley Cup, etc. These are all extra opportunities to promote and catch the interests of your customers. You add in the traditional holidays (Christmas, Black Friday, July 4th, Presidents Day, etc.) and there is no reason why you wouldn’t have a reason to run special promotions year round. What works with any promotion needs to be scaled to work with all promotions. Tweaking might be needed for each of the holidays and special events.

Ed Rosenbaum
Ed Rosenbaum
8 years ago

The Super Bowl has become a two week build-up to a crescendo that is the game. It is a Monday “water cooler” happening. While the game itself does not usually meet expectations and the hype, no one seems to care. It is a must-see event. People want to be somewhere with others to enjoy the experience of the Super Bowl. Some do not care about the game as much as the ads and halftime show. So we set up multiple TVs. That way everyone gets to see what they want to see. Food is plentiful and in reach of all.

Warren Thayer
Warren Thayer
8 years ago

Online deals for ordering Super Bowl goodies, delivered the day of the game or the day before the game (customer’s choice). Could have suggested lists of food and beverages etc., or package deals including specific items. Promote in ads, in-store fliers, handouts, or on shelf talkers by beer, salty snacks, deli and frozen.

Gajendra Ratnavel
Gajendra Ratnavel
8 years ago

There are a lot of opportunities to connect with customers around Super Bowl before the event. Retailers can design social media banners that users can post on their wall or their background on their profile to show support for their team. This can be done with some integration with the brand.

There is also a good opportunity to connect with people that are not at the parties but still want to participate. Perhaps host a community chat or online Super Bowl party! Provide contest and give away for in game highlights.

Charles Whiteman
Charles Whiteman
8 years ago

Whether hosting or attending … +100 million consumers are in need of either party supplies or a house warming gift. The key is to tap into the moment and help them conclude you have “just the thing.”

Don’t forget to leverage “fan fanaticism” in your pitch. How about a game that offers a value add if “your team” prevails? Assuming a relatively even “take rate,” you can offer double the incentive of an ordinary promotion since only half will pay off.

For some more Super Bowl stats, hit this infographic on Super Bowl pizza sales from 2015.

Ralph Jacobson
Ralph Jacobson
8 years ago

Americans love to eat. We will use any excuse to party. Super Bowl? Sign them up! No strings attached, like buying gifts for the birthday/holiday events. Just a good reason to spend money on meaningless “buy what you like, not what you’re supposed to buy for the holiday” food. Send mobile commerce offers early and often. You will capture people on the road and make it easy for them to buy on the fly!

Phil Rubin
Phil Rubin
8 years ago

The Super Bowl, and the NFL in general — in spite of its PR woes and all the other baggage of the sport/business — taps into more people on an emotional level than just about anything else short of a disaster or war. Maybe, at least in a positive sense, more than this year’s election for POTUS.

It’s a common bond and a reason for people to socialize so it’s smart to leverage the “big game” though this line of thinking also screams “make it SOCIAL!”