Spice up the hot wings and buy some new fan gear: It’s almost time for Super Bowl LIII, and that means consumers are ready to start spending on the Big Game.
According to the National Retail Federation, American consumers spent about $81 per person on Super Bowl-related items last year for a total of more than $15 billion. About 103.4 million people watched last year’s game according to data from Nielsen, and regardless of whether they’re watching from a bar, a friend’s house, or in the comfort of their homes, their interest in this national event can translate into boosted sales for retail brands.
Stocking up on snacks means more visits to your stores
As you might imagine, consumers will be visiting grocery, big box, and other retail stores to stock up on the products they’ll need for this memorable day. GroundTruth visitation data from last year indicates that while Gen Z had the largest increase in foot traffic compared to the monthly average, Millennials and Gen X also drove double-digit foot traffic increases on Super Bowl Sunday. Since Millennials and Gen X are expected to spend the most on the Super Bowl among all generations, brands that capitalize on this behavior stand to gain a big share of the pie.
Taking a look back at last year’s highlights, grocery stores saw a 32% increase in foot traffic in the days leading up to Sunday, February 3rd, while big box and warehouse experienced 16% more visits. Our research shows that compared to Q1 2018 averages, Grocery visitation had the biggest increases in foot traffic on the Saturday before the game (33% above average).
The Super Bowl experience includes mobile
The majority of their attention may be on the TV screen, but past trends indicate consumers will be holding their mobile devices close this year, much like they do during so many other moments in their lives.
This behavior isn’t uncommon — in one study commissioned by Facebook, analysts discovered that 94% of TV viewers consult their smartphone while they’re watching TV. What’s more, they only look at the TV screen 53% of the time, in part because they’re focused on their phones.
Marketers are constantly striving to capture consumers’ attention, and Super Bowl Sunday is rife with distractions. But brands are used to going head to head with content clutter and know that while smartphones can draw attention away from the TV, they’re also a direct avenue to prospective customers. Rather than presenting a challenge, this second-screen trend creates a tremendous opportunity for retail brands to play offense, engaging consumers and influence their spending prior to, during, and even after the game.
By leveraging mobile and location targeting, you can reach customers in real-time or retarget your ideal audience to amplify post-game wins. Consider these three strategies for redirecting some of this year’s Super Bowl spend to your stores:
- On-Premise (via Blueprints). On-Premise targeting helps you connect with shoppers when they’re within Blueprinted locations, like a parking lot close to your retail store. You can also use it to reach Super Bowl shoppers when they’re stocking up on game day supplies in your store or that of a competitor.
- Neighborhoods. Want to reach consumers in areas with a high visitation affinity to your store? Try Neighborhoods, which couples visitation patterns and audience segments with custom geographical boundaries.
- Proximity (via Radius). As its name implies, Proximity allows you to define a radius around key locations and deliver Super Bowl promotions designed to get customers through your door.
Interested in learning more about how GroundTruth can help you master your Super Bowl marketing game? Contact us today.
