The Super Bowl is one of the biggest sporting events of the year with an estimated 188.5 million people watching the game and participating in festivities. While there may not be gifts given on this winter holiday, it does not mean that consumers are spending any less.
In preparation for the big day, consumers will spend an average of $81.00 or more on supplies accounting for a total of $15.3 billion. This past year saw an increase over 2017 which had spending at $14.1 billion bringing an increase of 8% spent in celebration of the holiday.
What Demographics Are Most Likely to Buy for Super Bowl?
Though the average American will spend over $80 on shopping to prepare for the Super Bowl event the age category of 24 to 34-year-olds will spend the most with this group of spenders averaging $11.84 each on apparel, food, drinks, and party decorations. The rest of the age category breakdown is as follows.
- Generation Xers aged 35 to 44 years old will spend the next highest per average amount at $113.50.
- Those aged 35 to 54 years old will spend the third highest amount at $80.01.
- Baby Boomers aged 55 to 65 will spend the least with an average of $61.32.
What Items Are Most Often Bought?
Most consumers buying for the Super Bowl day are purchasing to prepare for parties or celebrations or items used to support their chosen team. Some of the most common purchases made to prepare for the big game include:
Where Do Buyers Make Their Purchases?
The two primary shopping venues that will see the most of the buying dollars paid out for the Super Bowl is grocery stores were people would buy food for parties and private get-togethers and apparel stores where consumers will purchase their team apparel to show their support.
Since emotions run high when it comes to supporting specific football teams many apparel stores gear up as soon as the teams are announced for the Super Bowl. Places like Dick's Sporting Goods stock up before the championship games and will open stores early following the results in an expectation of the consumers that plan to flood in to buy apparel once the choose the team they plan to support for the upcoming Super Bowl.
Grocery stores also prepare for the upcoming event with many opening doors early on Saturday before and game day as well as hold multiple sales on popular items in the previous week.
Snack, pop, paper products, and beer will see deep discounts on the week before Super Bowl to take advantage of those gearing up for their celebrations. It is estimated that 69% of those buying for a Super Bowl event will not make their grocery store purchases until a couple of days before the event making those few days before the game the highest Super Bowl traffic that grocery stores will see.
Major Companies Use Most of Their Advertising Dollars to Attract Buyers During the Super Bowl
Not only is the Super Bowl an excellent time for grocery and apparel vendors to cash in on the impending sales that come with preparation for the Super Bowl celebration, but it is also a great time for advertisers to get their products to the masses who will be considered a captive audience during the Super Bowl game.
Total ad spending started in 1967 with a meager $13 million, and in this past year, the advertising dollars maintained their steady year-over-year increase topping off at $385 million in 2017. So the question is who is spending the most on ads to capture a portion of the retail market watching the Super Bowl?
Fun Facts About Super Bowl
Super Bowl is becoming a more widely celebrated event each year with more and more people planning events or attending parties. Even if you think you may know all there is to know about the Super Bowl celebration, check out these fun Super Bowl facts listed below.
As more and more viewers tune in each year to cheer on their favorite team to win the Super Bowl the spending on parties, events, clothes, and advertising will continue to increase.
With over half the population participating in Super Bowl in some way the spending on the event is expected to rise and as the numbers of viewers also rise so will the cost retailers and other advertisers will spend to be able to promote their product to a captive audience of tens of millions of viewers.