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Super Bowl Drives Consumers To Buy Groceries

01/31/2012

According to a survey by the Retail Advertising and Marketing Association conducted by BIGinsight, 173 million people will watch the New England Patriots square off against the New York Giants in the Super Bowl on Feb. 5, the most in the survey’s eight-year history and up from an estimated 171 million last year.

Consumer spending for the Super Bowl will reach an all-time high, too, with the average game-watcher expected to shell out $63.87 on related merchandise, apparel and snacks, up from $59.33 last year. Total Super Bowl spending is expected to reach $11 billion.

According to the survey, grocery, apparel, electronics, sporting goods and home furnishing stores can expect to see their share of Super Bowl related spending as sports fans head out to buy food and beverages (71.3 percent), team apparel or accessories (8.6 percent), decorations (6.4 percent), and furniture or a new entertainment center (2.4 percent).

With over 71 percent of sales going to purchase food and beverages (most likely brewski’s…wink, wink) grocers have much to gain by marketing to Super Bowl minded consumers. Some grocers use traditional tactics such as loading end caps with chips, dips, etc. But others are a bit more creative.

Take Gordy’s County Market, with 7 locations in central Wisconsin for example. On their Facebook page reads, “Gordy’s Fans…here’s your chance to win a $25 Gift Card from Gordy’s; here’s what you need to do. The Guru placed names (either first or last) of players, or those closely associated with both the New York Giants and the New England Patriots in his commercial..the first person to name all of them (must have first and last name) will win the prize. Good luck!”

I met Matt the Gordy’s Guru (he’s the social media and marketing guy for Gordy’s) via phone for an article I was writing. When I heard about this promotion I thought he’d nailed it. Check out the video on Gordy’s Facebook page.

Gotta love the Belichick imitation. Oh, and feel free to “Like” Gordy’s. The Guru would love it.

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