As we approach one of the biggest U.S. sporting events of the year, grocery stores are bracing for a wave of shoppers eager to stock up for game day. Based on an extensive analysis of over 1 million store trips in the week leading up to last year’s Super Bowl, VideoMining has unveiled noteworthy trends that can help CPGs and retailers set proper benchmarks and identify ways to enhance the impact of this key shopping window.
A Look at the Numbers
During Super Bowl week, grocery stores witnessed a 9% increase in overall visitors and an 11% rise in sales. This surge was felt across all product categories, with salty snacks, soda, and beer leading the way.
- Salty Snacks: Traffic surged by 21% and buyers increased their units per purchase by 14%. This category is clearly a game day favorite, often paired with beer, which saw a 36% lift in cross-purchase rate in the week leading up to Super Bowl
- Soda: The fizzy drink category also experienced a significant boost, with in-store buyers up 11% and category sales up 37%. Interestingly, soda buyers were more likely to purchase deli platters (+120%) and BBQ sauce (+68%).
- Beer: Shopper traffic to the beer aisle was up 12% during Super Bowl week, with buyers increasing by 19%. The beer category was +8% better at engaging foot traffic on Super Bowl week than it was any other time in Q1
Secondary Displays Were the True MVP
- NFL players work hard, but secondary displays work harder during Super Bowl week. Multi-category snack displays produced unit sales relative to store traffic +47% higher than average (non-Super Bowl) store snack displays
Must-Win Battles for Super Bowl Week Shopper Experiences
Interactive displays, in-store sampling, and adequate staffing at checkout are essential components of a successful Super Bowl shopping experience. Retailers must ensure their inventory is stocked with game day essentials, anticipating the busy shopping days ahead.
With valuable insights from this year's Super Bowl week, retailers are positioned to optimize their strategies and enhance customer satisfaction. By understanding shopper behavior and employing best practices, brands can create a memorable game day experience that keeps customers coming back for more.
Contact us today to learn how VideoMining can help your brand rise above the competition through behavioral shopper insights.
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