No matter who wins Sunday’s game, local retailers will come out on top, national retail surveys predict. Whether hosting a watch party, gathering at a friend’s house or heading out to a favorite bar or restaurant, consumers are ready to spend big on Sunday’s big game.
According to the National Retail Federation, American adults are expected to shell out an average of $81 per person as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in this year’s Super Bowl. Coming off a strong holiday shopping season, NRF survey shows Super Bowl spending is up 8.5 percent from 2017.
Of the 76 percent of those surveyed who plan to watch the game, 82 percent say they will purchase food and beverages — up slightly from 80 percent last year — and the highest in the survey’s history.
“The Super Bowl is a huge hand-held eating event, and it’s the largest pizza-selling day of the year,” said Darwin Metcalf, president of Western Market, one of Birmingham’s largest locally owned supermarket chains. He says shoppers have already begun coming in, making plans to create a unique party spread.
“Consumers know that shopping locally can differentiate your Super Bowl party from the ordinary with locally produced product such as local pimento cheeses, chicken salads, crab cakes, in-store fried tortilla chips or maybe a custom charcuterie board to impress your guests. We also have a local wine and craft beer consultant to help select the perfect adult beverage to compliment your awesome food,” Metcalf added.
According to the Progressive Grocer’s Valassis consumer survey, small, local businesses have a chance to capture a considerable portion of Big Game shoppers.
“Based on our findings, small, local businesses should expect to see the biggest gains as consumers value convenience and proximity above all else when it comes to hosting parties for this event,” said Valassis Chief Marketing Officer Curtis Tingle.
More than half of those surveyed (52 percent) are only willing to travel under 4 miles for their purchases.
Aside from food and beverage purchases, 11 percent of people will buy team apparel or accessories. That percentage is unchanged from 2017. New televisions and decorations hold a similar draw for those planning to watch at home, with 8 percent planning to purchase each, also unchanged. Those 25-34 will spend the most of any age group at an average of $118.43.
“The spending momentum from the holiday season should help boost Super Bowl festivities. Retailers are stocked and ready to help make this game-watching experience as special as you’d like,” said Alabama Retail Association President Rick Brown.
The Alabama Retail Association represents retailers, the largest private employer in the state of Alabama, before the Alabama Legislature and the U.S. Congress. Through sales of food, clothing, furniture, medicine and more, our 4,200 independent merchant and national company members touch almost every aspect of daily living. Since 1943, we’ve worked to promote what’s best for the retail industry in Alabama. Whether voicing the retail view when public policy is made, educating members about issues that impact them, negotiating rates for benefits and services or communicating the retail story, the Alabama Retail Association and its members are better together.
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