Retailers, grocers look to score big on Super Bowl sales

The landscape: In a sharply divided US, shared cultural experiences are becoming rarer. Yet the Super Bowl remains a unifying force that transcends sports and entertainment.

That’s why grocers, retailers, and brands are rushing to cash in on the game's massive reach.

Food fight: While grocery price growth has slowed, some items—like avocados, up 14% YoY per NielsenIQ—are seeing steep hikes. These rising costs, along with the lingering impact of post-pandemic inflation, continue to shape shopping habits. For example, nearly 7 in 10 shoppers are more likely to hunt for deals, sales, and coupons than they were a year earlier, per a 84.51° survey conducted in November.

To appeal to those cost-conscious consumers, several grocers are offering steep discounts for the big game.

• Aldi partnered with former NFL quarterback Drew Brees to promote its “Get a Quarterback” campaign that features price reductions through February 9 on items, such as 24% off Kirkwood Buffalo hot wings and 25% off Park Street deli spinach or dill dips.
• Amazon Fresh is offering shoppers “Game Day Groceries” deals, such as $3.99 frozen apps like TGI Fridays spinach and artichoke cheese dip and 3 for $12 snacks like party-size bags of Doritos and Tostitos salsa.
• Walmart is featuring a “Game Day” discount bundle that aims to serve up to eight people for about $8 per person. The bundle includes 11 items, including a bag of frozen Great Value all-natural chicken wing sections, a bottle of Frank’s RedHot kosher buffalo wings hot sauce, and a bag of Tostitos Scoops! party size tortilla chips.

A retail play: It isn’t only grocers making a play for sales. Some retailers—and even halftime show performer Kendrick Lamar—are also looking to score.

• Abercrombie & Fitch will host a one-day retail experience that will feature merchandise for Super Bowl LIX, Kansas City Chiefs and Philadelphia Eagles apparel, and pieces from the retailer's spring collection, along with a custom embroidery station where shoppers can personalize items, per WWD.
• Best Buy, an official sponsor of the game, is offering steep discounts on TVs and other home stereo equipment.
• Lamar teamed with fashion designer Willy Chavarria to launch a special edition clothing line inspired by Lamar’s halftime show, available at Fanatics and the official NFL Shop. The line represents the latest way a halftime performer has sought to capitalize on their gig. For example, Usher last year released a collection that included Mitchell & Ness jerseys, hoodies, jackets, T-shirts, and mini Riddell helmets, as well as a New Era collaboration with clothing brand Just Don, per Adweek.

Our take: Even with cautious spending, consumers are willing to splurge on big events like the Super Bowl. Retailers can cash in on that enthusiasm by offering exclusive products or limited-time discounts that tap into the excitement.

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