Dive Brief:

• The National Retail Federation estimates that Americans will spend $14.7 billion on food and beverages, apparel and other products in preparation for the Super Bowl on Sunday, Feb. 5, according to Grocery Headquarters.
• NRF projects that 70% of spending will go towards food and beverages; of the 76% of consumers who plan to watch the game, 80% say they will buy food and drinks for the event.
• Overall viewership is estimated to be 188.5 million, roughly the same number that tuned in for last year’s Super Bowl.

Dive Insight:

Alright retailers, it’s time for the two-minute drill. You’ve got less than 10 days to go until the big game, and you’re probably thinking you’ll stick with the usual game plan: Chips and salsa displays, beer pyramids, racks of pretzels, inflatable goal posts and a banner that reads something like, “Your Gameday Headquarters!”

All well and good. But why not try something the other team’s not expecting? Chips and beer are popular, sure, but more of your shoppers these days are looking for unique flavors and natural ingredients. So why not add in tubs of fresh-made guacamole and hummus, along with some interesting prepared foods? Pad Thai and football might sound crazy, but don’t underestimate your shoppers’ desire for new experiences.

You could even go for a trick play, like a flea flicker or a Statue of Liberty. Think big! You could, for instance, showcase food associated with the two teams duking it out on the big day. Atlanta’s got world-class barbecue, while New England is a seafood-lover’s paradise. Why not stage a regional taste-off? Just think of the savory aromas that would fill your store.

The point is, you need to think creatively. You've got to have the will to win those dollars that shoppers are going to be spending. Now get out there and sell!