Fresh on the heels of a busy holiday season, here comes the Super Bowl, lurking like a linebacker in a quarterback’s blind spot.
Shoppers are not going to let high food prices stand in the way of their celebrations, according to proprietary research from Advantage Unified Commerce (AUC), which surveyed more than 1,000 shoppers late last year. Two-thirds of shoppers said that inflation will not affect their Super Bowl spending, which averages to about $86 per person.
With more than 200 million Americans expected to tune into the game on February 9, U.S. consumer spending surrounding the Super Bowl is expected to reach an all-time high of $17.3 billion this year, according to data from the National Retail Federation. And that means a bonanza for brands and retailers, as consumers splurge on food, drinks, apparel, party decorations and more in preparation for the game.
This year, healthy is in, reflecting an overall consumer trend of growing interest in non-alcohol and low-alcohol beers and beverages. One-third of shoppers say it’s very important to them to have those options on hand at their Super Bowl gathering, according to the AUC survey. Beyond low- and no-alcohol beverages, consumers are increasingly seeking out healthful, better-for-you foods such as plant-based, protein-packed, keto and gluten-free snacks.
Retailers and brands must be ready to pounce during a short window of opportunity in January in order to capture attention and win sales for the big game, says Jason Katz, senior vice president of strategic planning at AUC, a division of Advantage Solutions that provides omnichannel solutions across e-commerce, lifestyle and retail platforms.
“While the holidays drive sustained engagement over weeks, the Super Bowl connects with a massive, short-lived audience spending on food, snacks, beverages and alcohol,” Katz says. “Compared to other holidays and shopping events like Christmas or Thanksgiving, summer barbecue season or back-to-school, which can be spread out over weeks and months and create sustained demand, the Super Bowl offers a concentrated marketing moment with intense impact.”
A ‘healthier’ Super Bowl?
This year, the retail industry can expect to see some changes in what and how Super Bowl shoppers buy. The AUC shopper survey shows few surprises on the list of must-haves for Super Bowl shoppers, with traditional favorites pizza, beer, chips and dip, sandwiches and chicken wings taking the top five spots. But healthier options are in the mix and on shoppers’ lists, particularly in the beverage categories.
“We’re seeing rising demand for mindful drinking, with non-alcoholic beers, mocktails, sparkling waters and kombucha gaining traction,” Katz says. “Premium and craft options are growing, appealing to the sober curious, especially Gen Z and Millennials.”
As for food and snacks, “functional foods with added benefits like immunity-boosting ingredients and probiotics are becoming more common,” Katz says. Other areas of growth include sustainable and clean-label products, an interest in bolder, more innovative flavors (e.g., spicy-sweet, ethnic-inspired) and more convenient product formats.
Experience vs. cost
And as with other major holidays and events, shoppers are not willing to let inflation stand in the way of their celebrations.
“Consumers prioritize experiences over cost during the Super Bowl, splurging on snacks, drinks and decorations to enhance the event atmosphere and create memorable moments with family and friends,” Katz says. “The Super Bowl evokes nostalgia and tradition, leading consumers to spend on celebrations that offer emotional value, even during economic uncertainty.”
He adds that brands and retailers can capitalize on this by offering bundles (beer and snacks, wings and sauce, etc.), special promotions or limited-edition items, creating the perception of value, and offering more healthy food items in Super Bowl promotions. Discounts and loyalty rewards also appeal to shoppers wanting to enjoy the event without feeling guilty about overspending.
Katz advises brands and retailers to focus on omnichannel integration for a seamless shopping experience, such as developing targeted digital campaigns and influencer partnerships to drive sales. He also suggests integrating loyalty and coupon platforms to attract Super Bowl shoppers with exclusive deals.
“By aligning with consumer trends in health, sustainability and convenience, brands and retailers can maximize engagement, drive sales and build lasting connections during the Super Bowl season,” Katz says. And with its data-driven insights, omnichannel and e-commerce expertise, product sampling programs and more, Advantage Solutions can help score big wins for brand and retailer partners.
View and download the Advantage Super Bowl survey here.
