There’s a reason why Super Bowl Sunday is considered an unofficial holiday in the United States, especially by retailers: It’s a huge event that generates millions of dollars in retail sales each year.
How big is Super Bowl Sunday? Just consider a new report from Adtaxi, a digital marketing agency. According to its Super Bowl Viewership survey, about 100 million U.S. residents plan to watch the game, which is being held Sunday, Feb. 12, this year.
And Americans plan to spend during the big game, too, a boon to retailers. According to Adtaxi, 48% of survey respondents said that they will purchase snacks — a jump of 4% from Adtaxi’s survey last year — and 27% will order take-out from restaurants. A total of 29% of respondents said that they will buy alcohol, while 37% said that they will buy soft drinks.
Overall, Adtaxi says, 64% of U.S. adults will purchase some items in preparation of the Super Bowl. If you’re a local retailer, then? The days just before Super Bowl Sunday rank as some of your busier.
Super Bowl Sunday is a big day for companies of all kind to advertise, too. Adtaxi’s survey reported that 63% of the adults who say they won’t be watching the Super Bowl are still enthusiastic about the advertising that will play during the game.
And in good news for commercial real estate professionals, this year’s survey results provide more evidence that many U.S. adults have moved on from the COVID-19 pandemic and are again ready to eat out, spend at stores and gather with friends and family.
According to Adtaxi, 43% of respondents said that they will watch the game alone or with immediate family members, down 6% from 2022. Adtaxi found that 32% of respondents plan to watch the Super Bowl with a party at home, at someone else’s home or at a restaurant or bar. That is up from 25% in 2022 and 21% in 2021.
