The Super Bowl is a significant economic event, generating billions in income for stores and merchants nationwide. In 2024, the National Retail Federation estimated the sporting spectacle generated $17.3 billion, with much of it spent on food, apparel, new TVs, and furniture.
Research shows Super Bowl spending is increasing over time. In 2007, revenue from the event was less than half of what it is today (around $8.71 billion). And according to statistics, the average American spent $85 related to the Super Bowl in 2024, mostly on food and drinks, with numbers rising annually.
This spending bonanza is a tantalizing prospect for stores. Retailers and iGaming businesses, like betting shops, can use the event to generate significant revenue, whether they accept payments in-store or online.
Ensure your payment processing is efficient and capable.
Start by checking your backend payment processing to see whether it is up to the task. Check to ensure it can handle the high traffic volume likely on the day of the Super Bowl.
Retailers
The Super Bowl sparks a surge in retail purchases, with consumers buying food, beverages, team merchandise, and party supplies in preparation for game day celebrations.
An advanced POS system for retailers can manage this high volume before, during, and after the game. These solutions allow you to take payments quickly and process lines if operating a physical store or venue.
iGaming
The Super Bowl drives a significant increase in iGaming activity, with millions of fans placing bets on everything from game outcomes to prop bets, making it one of the most lucrative events for the online gaming industry.
Having the right iGaming payment processing system is critical.
A robust payment processing system reduces the risk of fraud, chargebacks, and compliance issues, helping operators maintain trust and maximize profits during one of the busiest betting times of the year.
Restaurants and Bars
The Super Bowl generates a substantial boost in bar and restaurant sales as fans flock to enjoy drinks, meals, and the excitement of the game, making it one of the busiest nights of the year.
Having a fast restaurant POS system is essential to handle the high customer volume efficiently and ensure quick service. A streamlined payment system reduces wait times for patrons, enhancing their overall experience and encouraging more sales during this peak period.
It also helps prevent bottlenecks at the bar or checkout, keeping operations smooth and minimizing staff stress.
Modern POS systems can track orders, manage tabs, and process split payments seamlessly, which are critical for accommodating large groups and dynamic Super Bowl crowds.
Fortunately, top providers have solutions that can bypass many of these traditional payment challenges. Processing dozens of transactions per minute is straightforward with the right technical setup. Sophisticated solutions can provide ample bandwidth across payment endpoints for seamless and safe transactions.
Ramp up your marketing campaigns.
Next, focus on ramping up your marketing campaigns to focus on the Super Bowl. Highlighting special deals you offer for the sporting event can attract more customers and drive interest in your products and services.
If you are physically close to the Super Bowl, make extra preparations.
Ensure your store offers special deals to visiting parties, including families or groups of friends. Offer bundled deals on food, selling in bulk for a lower per-meal cost.
If retailing locally, post local ads on game-day deals and events. Host viewing parties to encourage additional spending throughout the evening.
Sell event-related merchandise.
Selling event-related merchandise is another strategy to drive profits. Keeping limited-edition or team-related items in your store encourages additional sales. Data from the NRF show that 13% of spending at the 2024 Super Bowl went on team apparel, ahead of every other category, except food and beverages, so the opportunity is substantial.
Keeping event-related merchandise in your store makes it more convenient for customers. Instead of needing to visit multiple locations, they can get everything they need in one place.
Margins on team clothing merchandise tend to be high. Customers are often willing to spend extra if they can get something durable that will stay with them for years.
Offer Super Bowl-specific promotions and discounts.
If you want to drive sales even higher during the Super Bowl period, you could offer promotions and discounts on the day. These will attract value-conscious consumers looking for the best deals.
You could promote discounts on snacks and foods people want to consume during the game, like nachos and cheese, popcorn, and hot dogs. You could also reduce the price of your alcoholic beverages, which is highly appealing to those who like to watch the big game at sports bars.
Stores selling high-ticket items like furniture and TVs can do the same. Special game-day deals can shift volume and give consumers the excuse to spend.
Bundling deals is also an option. You could hand out free team t-shirts when parties buy a four-meal bundle or more.
If you promote or discount, ensure you use targeted ads to promote them. Show your audience they can get the best deal if they come to you.
Partner with local businesses to cross-promote your products.
Building relationships with other businesses is another tactic you can use. Businesses worried about missing out on the Super Bowl spending bonanza often partner with local enterprises to cross-promote their products, boosting sales for both.
Another approach might be to sponsor community watch events. The added publicity for your firm can increase overall awareness of your brand and what you do, boosting sales in the future.
Host in-store events.
Finally, you can share in Super Bowl profits by hosting an in-store event.
Popular ways to do this include:
- Set up a TV and allow people to watch the Super Bowl on your property if you have a license.
- Organize pre-game-day sales events where you arrange tastings for foods and drinks fans can enjoy on the day.
- Arrange a pre-game contest or betting event to encourage more wagering on the day.
- Offer giveaways to boost traffic.
In-store events help to associate your brand with Super Bowl-related excitement. If successful, you may find that shoppers return to you in the future because they enjoyed spending time with you so much in the past.
Conclusion.
Estimated Super Bowl spending in 2025 could break records. Consumer expenditure has been rising since 2007 and continues to surge owing to the U.S. economy’s strength.
Because of this, stores need to act. Preparing for the Super Bowl is essential for remaining competitive. Retailers and iGaming businesses have numerous options for capitalizing on game-day spending habits.
