January 28, 2013
Pigskin? More Like Pig Out on Super Sunday
With record viewership expected, total consumer spending around the Super Bowl is expected to reach nearly $12.3 billion this year, according to the National Retail Federation (NRF). The average game watcher will spend $68.54 on new televisions, snacks, décor and athletic apparel, up from $63.87 last year.
The survey, conducted by BIGinsight, estimates that more than 179.1 million people will watch the game on Feb. 3, the most in the survey’s nine-year history and up from an estimated 172.5 million last year.
Many of the purchases are tied to party planning. The survey found 39.4 million people (16.6 percent) will throw a party, and another 59.9 million (25.2 percent) will attend a party. Only 4.3 percent plan to watch the game at a restaurant or a bar.
Around purchases, the survey found:
- Nearly three-quarters (74.0 percent) of those watching the game will buy wings, pizza, chips, soda and more for themselves and/or their guests;
- Of those watching, more than 7.5 million households (7.1 percent) will buy a new television, compared to 5.1 million last year;
- Roughly 3.9 million households will buy new furniture items, such as entertainment centers, chairs and couches;
- Consumers will get festive, with 7.5 million buying decorations;
- With two teams that haven’t been to the Super Bowl in awhile, 17.0 million fans will buy team apparel or accessories, up from 14.8 million last year.
Asked what was the most important part of the Super Bowl, only 45.3 percent said it was the actual game. More than one-quarter (26.2 percent) agreed it is the commercials; 18.8 percent, getting together with friends; and 9.6 percent, the Half Time Show.
But food takes center stage. Several surveys tout Super Bowl Sunday as the second biggest eating day of the year after Thanksgiving. The National Chicken Council predicts that 1.23 billion wing portions will be consumed over the weekend. The Hass Avocado Board estimates that 79 million pounds or 158 million avocados will be devoured during game gatherings this year.
Although articles are yet again already touting healthier alternatives for the day, Super Bowl Sunday remains a decadent food and drink day. "The dieter" — described as the "one counting calories on one of the most celebrated days of junk food" — ranked fourth in a survey of "most unwelcome" Super Bowl party guests, according to CouponCabin.com. A survey from Century 21 Real Estate found that 22 percent of 18-34 year olds plan to call in sick to work the next day.
- More Than 179 Million Football Fans Gearing Up For Super Bowl Sunday – National Retail Federation
- Americans to Eat 1.23 Billion Chicken Wings Super Bowl Weekend – National Chicken Council
- Big Game Festivities Remain Top Time For Sports Fans To Enjoy Avocados – Hass Avocado Board
- The "Know-it-All" Named Worst Super Bowl Party Guest, Finds New CouponCabin.com Survey – CouponCabin.com
- Century 21 Real Estate Llc Releases Details Of Its Big Game Survey – Century 21 Real Estate
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Recent Discussions
Discussion Questions
What fresh approaches should retailers, particularly food sellers, take to maximize Super Bowl opportunities? Do you see opportunities for retailers in promoting healthier food options for Super Bowl parties?
Poll
The Super Bowl has more than a few similarities to the ancient Roman days of Bread and Circus. Watching large men slam into each other does not, IMHO, encourage thoughtful reflection on what the most healthy food options might be. To hell with the celery, pass the chips and salsa.
In the present state of euphoria that the Super Bowl is creating and with fans who are anticipating miracle gridiron plays as well as brutal human savagery, food retailers—with manufacturers help—have already dreamed up nearly endless ways to tie-in everything on their shelves to the Super Bowl event.
Healthier foods do not seem to be the most compatible products to ingratiate the needs of excited fans when thriving on the ecstasies of an anticipated victory of one’s team that the Super Bowl engenders.
This is our modern day version of folks fighting lions in ancient Rome. Maybe—with little tongue in cheek from this commentator—the next step would be to sell raw bones for fans to chew on during that epic game.
Food retailers have a great opportunity to do in-store promotions this week regarding Super Bowl party food; these promotions can influence their shoppers’ decisions. Anyone throwing a party will be giving thought to their menu and what they plan on serving. And it seems each year more people are on board with healthier eating alternatives. It would be great if food retailers educated their shoppers on how to do this while still serving what they consider to be Super Bowl food (such as baked chicken wings versus fried chicken wings). Cooking demonstrations and food sampling is such a great way to do this, and by engaging customers, the retailers can give back to them while increasing loyalty.
Super Bowl Sunday, like Thanksgiving, is not a day made for those on diets or cutting back on one’s food intake. This day is made for eating. It’s the day after that we realize how much we overdid it.
I am not sure groceries need to do much more than be open to benefit.
Bigger is better in this case, so retailers should go overboard in creative displays and tie in sales! A one stop shopping display to the extent that is possible (chips,salsa, beer, soda, etc) will encourage higher rings! Wait until Monday to advertise and promote the healthy eating items and categories.
The opportunity that Super Bowl gives retailers goes way beyond food retailers. This is a national/worldwide event that gives retailers another opportunity to engage with their customer.
Gamification is big. Create a game or a contents tied to the Super Bowl that will allow your customers to interact with your company in a fun and engaging way, outside of typical business. It could be as simple as choose the winning team and you’ll be entered into a drawing.
There are many ways to have fun with this event—and many others throughout the year. With social media, technology and creativity, you have an opportunity to engage with the customer like never before.
We would do really well if the Cleveland Browns ever get into a Super Bowl. Big parties around here are usually held at the bars and some folks do splurge for the extras. Money is very tight right now, and we do have choices for our take-out catering, but it is mostly DIY, build-your-own-tray type stuff we sell.
We are running the boneless chicken wings, and homemade dips, plus lots of chunk cheeses on a display which will sell very well. If the weather is good, we will be busy on Sunday. Go Browns!!!
Only if they want to reduce their sales and profits on the week leading up to the game!
Okay, it’s nice to have healthy alternatives available on promo displays in stores, however, food stores need to maximize sales and margins during this event by leveraging the lion’s share of the business: those traditional, unhealthy snacks and beverages. It’s okay to indulge once in a while…even though we just did a few weeks ago during the Holidays! 😉
“39.4 million people (16.6 percent) will throw a party, and another 59.9 million (25.2 percent) will attend a party.”
So 1.52 guests constitutes a party? I suggest selling food ith a long shelf life, ‘cuz it sounds like there will be a lot leftover.
Retailers have no need to focus energy in trying to come up with healthier food options for a single promotional date like Super Bowl. They already make those offerings on a steady and regular basis.
With nearly 180 million people watching the game on February 3, Retailers need to be thinking about how they are going to feed and entertain them. Stick to the “Bread and Circus” that the masses are seeking.
How about:
- A one stop shopping application with delivery.
- A contest to have your Superbowl Party catered by a healthy food cook, video the party and capture lines like this: “Wow, I had no idea healthy food can taste great, I’m never going to eat that junk again!”
- A service that allows you to cater a party that the non-viewers can go to, to get them out of the house.
- A contest that the reward is a trip to a fat farm for the person who gains the most amount of weight during the game….
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The Super Bowl has more than a few similarities to the ancient Roman days of Bread and Circus. Watching large men slam into each other does not, IMHO, encourage thoughtful reflection on what the most healthy food options might be. To hell with the celery, pass the chips and salsa.
In the present state of euphoria that the Super Bowl is creating and with fans who are anticipating miracle gridiron plays as well as brutal human savagery, food retailers—with manufacturers help—have already dreamed up nearly endless ways to tie-in everything on their shelves to the Super Bowl event.
Healthier foods do not seem to be the most compatible products to ingratiate the needs of excited fans when thriving on the ecstasies of an anticipated victory of one’s team that the Super Bowl engenders.
This is our modern day version of folks fighting lions in ancient Rome. Maybe—with little tongue in cheek from this commentator—the next step would be to sell raw bones for fans to chew on during that epic game.
Food retailers have a great opportunity to do in-store promotions this week regarding Super Bowl party food; these promotions can influence their shoppers’ decisions. Anyone throwing a party will be giving thought to their menu and what they plan on serving. And it seems each year more people are on board with healthier eating alternatives. It would be great if food retailers educated their shoppers on how to do this while still serving what they consider to be Super Bowl food (such as baked chicken wings versus fried chicken wings). Cooking demonstrations and food sampling is such a great way to do this, and by engaging customers, the retailers can give back to them while increasing loyalty.
Super Bowl Sunday, like Thanksgiving, is not a day made for those on diets or cutting back on one’s food intake. This day is made for eating. It’s the day after that we realize how much we overdid it.
I am not sure groceries need to do much more than be open to benefit.
Bigger is better in this case, so retailers should go overboard in creative displays and tie in sales! A one stop shopping display to the extent that is possible (chips,salsa, beer, soda, etc) will encourage higher rings! Wait until Monday to advertise and promote the healthy eating items and categories.
The opportunity that Super Bowl gives retailers goes way beyond food retailers. This is a national/worldwide event that gives retailers another opportunity to engage with their customer.
Gamification is big. Create a game or a contents tied to the Super Bowl that will allow your customers to interact with your company in a fun and engaging way, outside of typical business. It could be as simple as choose the winning team and you’ll be entered into a drawing.
There are many ways to have fun with this event—and many others throughout the year. With social media, technology and creativity, you have an opportunity to engage with the customer like never before.
We would do really well if the Cleveland Browns ever get into a Super Bowl. Big parties around here are usually held at the bars and some folks do splurge for the extras. Money is very tight right now, and we do have choices for our take-out catering, but it is mostly DIY, build-your-own-tray type stuff we sell.
We are running the boneless chicken wings, and homemade dips, plus lots of chunk cheeses on a display which will sell very well. If the weather is good, we will be busy on Sunday. Go Browns!!!
Only if they want to reduce their sales and profits on the week leading up to the game!
Okay, it’s nice to have healthy alternatives available on promo displays in stores, however, food stores need to maximize sales and margins during this event by leveraging the lion’s share of the business: those traditional, unhealthy snacks and beverages. It’s okay to indulge once in a while…even though we just did a few weeks ago during the Holidays! 😉
“39.4 million people (16.6 percent) will throw a party, and another 59.9 million (25.2 percent) will attend a party.”
So 1.52 guests constitutes a party? I suggest selling food ith a long shelf life, ‘cuz it sounds like there will be a lot leftover.
Retailers have no need to focus energy in trying to come up with healthier food options for a single promotional date like Super Bowl. They already make those offerings on a steady and regular basis.
With nearly 180 million people watching the game on February 3, Retailers need to be thinking about how they are going to feed and entertain them. Stick to the “Bread and Circus” that the masses are seeking.
How about: