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How the Super Bowl will lift some categories more than others

It’ll be a big day for plastic utensils and chocolate fountains.
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Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

There’s no telling whether San Francisco or Kansas City will be the winner of the Super Bowl, but here’s a pretty good bet on who’ll be the loser: your local landfill.

The non-food item consumers say they’re most likely to buy for their watch parties is disposable tableware: 10% intend to purchase it. That’s nearly twice as much as the runner-up, also apt to end up in a trash bag: decorations, which 4% intend to buy.

The data comes from a new report from Circana on what consumers are expected to spend on the Super Bowl this year, with the fanciful title, “2024 Super Bowl Spend.”

The report indicates that, if the past is prologue, one thing that’s likely to get sacked is your precious counter space, with housewares and small appliances getting boosts last year:

  • With 100 being the baseline average, for the three weeks before and after the 2023 Super Bowl, wine tool set sales indexed highest, at 264.
  • Also over-indexing—apparently these respondents don’t live in New York apartments—are meat grinders/mincers, at 243, and chocolate fountains, at 190.

As for the grocery retail purchases that got the biggest lift last year, your dad just told us to say there’s a fowl on the play, because frozen chicken was up 80.8%, followed by fresh shellfish, up 77%, and deli dips and sauces, up 37.4%.

Travis-ty: Mercari, the resale marketplace, also has been crunching the numbers, and it appears that many who shop there are not in a Fantasy Football league. Since the playoffs in January, searches on Mercari for gear that says “Go Taylor’s boyfriend” are up 1,350%.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.