Big Year For The Big Game: Consumers To Spend $15.3 Billion On 2018 Super Bowl
"American adults are expected to spend an average $81.17 for a total of $15.3 billion as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in the Super Bowl next month, according to the annual survey released today by National Retail Federation and Prosper Insights & Analytics. Projected viewership is the same as last year but total spending is up 8.5% from $14.1 billion in 2017.

"Whether throwing their own party, heading to a friend's house or gathering at their favorite bar or restaurant, consumers are ready to spend on the big game," NRF President and CEO Matthew Shay said. "Super Bowl shoppers will find retailers well-stocked on decorations, apparel, food and all other necessities to cheer on their favorite team."

Of the 76 percent of those surveyed who plan to watch the game, 82 percent say they will purchase food and beverages - up slightly from 80 percent last year - and the highest in the survey's history. Another 11 percent will buy team apparel or accessories, unchanged from 2017. New televisions and decorations hold a similar draw for those planning to watch at home, with 8 percent planning to purchase each, also unchanged. Those 25-34 will spend the most of any age group at an average of $118.43.

According to the survey, 18 percent (45 million) will host a Super Bowl party, with 28 percent (69 million) planning to attend one. Bars and restaurants will entice 5 percent (11 million) planning to watch at their favorite local spot."

Governor Dayton Proclaims "Super Bowl Week" in Minnesota
"With thousands of visitors from around the country expected to visit Minnesota, Governor Mark Dayton has proclaimed January 29 through February 4 to be "Super Bowl Week" in Minnesota. Governor Dayton's proclamation celebrates a week of festivities culminating with Super Bowl LII at U.S. Bank Stadium on Sunday, February 4, 2018.
 
"Minnesotans are excited to welcome football fans to the Bold North," said Governor Dayton. "Super Bowl LII will showcase our fabulous U.S. Bank Stadium and everything else that makes Minnesota so exceptional."
 
The State of Minnesota last hosted Super Bowl XXVI, twenty-six years ago on January 26, 1992 at the Hubert H. Humphrey Metrodome.
 
Celebrations throughout the state have been planned to commemorate the 2018 Super Bowl. A full list of events can be found here."

How Local Businesses Can Get Their Share Of The $15.3B Super Bowl Pie
"The National Retail Federation predicts that Americans will spend upwards of $15.3 billion associated with the upcoming Super Bowl, which will air February 4 with the Philadelphia Eagles battling the New England Patriots in US Bank Stadium in Minneapolis. While planned viewership will remain stable at 118.5 million people this year, adults are expected to increase spending by 8.5% over last, or an average of $81.17 per adult.

"Consumers are carrying strong spending momentum from the holiday season into their Super Bowl festivities," said Phil Rist, evp of Prosper Insights & Analytics, which conducted the survey of over 7,000 Americans.

While food and beverage businesses will benefit most from this year's Super Bowl spending, team apparel and accessories brands and businesses that sell televisions and decorations will also attract new customers leading up to game day.

In an effort to explore ways that businesses, not just in the team and host cities but across the country, can make the most of the marketing opportunities the Super Bowl represents, I researched and found some cool ideas for cross-promoting local businesses with a Super Bowl theme.

Over 40% of the consumers NRF/Prosper surveyed plan to host (18%) or attend (28%) a Super Bowl party and another 5% will watch the game on-premise at bars and restaurants. That means food and beverage purchases will be top of mind on game day and leading up to it.

Valassis, the "intelligent media delivery" company known for its Sunday newspaper coupon supplements, dug more deeply into people's party plans. What they found is that local small businesses have an outsized marketing opportunity to capture the more than $50 on food and beverage purchases the consumers surveyed have planned. Valassis is owned by Harland Clarke Holdings, which is a wholly owned subsidiary of MacAndrews & Forbes Incorporated.

"Shopping around Sunday's Big Game presents a valuable opportunity for restaurants and retailers of all sizes to boost sales and start the New Year strong," said Curtis Tingle, chief marketing officer, Valassis. "Based on our findings, small, local businesses should expect to see the biggest gains as consumers value convenience and proximity above all else when it comes to hosting parties for this event."

They advise local businesses to be top of mind in advance of game day, with nearly one-third of party hosts planning to shop up to a week before, with the majority making purchases a day or two before. In planning their party menus, Valassis finds that one-third of shoppers will be guided by in-store circulars looking to save up to $15 on their party purchases through deals, coupons and other offers.

"This is an important time for small businesses - particularly restaurants and pizza shops - to be top of mind with local consumers," said Steve Hauber, president, Valassis Local Solutions. "Those making a concerted effort to reach shoppers with hyper-local marketing can expect to see a greater impact on sales as game-day consumers prefer to order out and pick up food close to home."

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