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The Big Game gets bigger for retail

Written by Tom Ryan

Photo: Kmart

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.

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