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Report: Alcohol Increasingly Part of Super Bowl Parties

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As the Super Bowl kicks off on February 12, much of America will be cracking open a cold one. New research shows 47% of consumers plan to purchase alcoholic beverages for their Super Bowl celebration this year, which is up from 44% last year.

Meanwhile, 72% of shoppers between the ages of 55-64 plan to purchase alcohol for Super Bowl Sunday when the Kansas City Chiefs square off against the Philadelphia Eagles. The findings were conducted by retail data insights company 84.51° as part of its January Consumer Digest.

Another eye-opening stat leading up to February 12: “Of respondents 35 years and under, only 34 percent of them plan to purchase alcohol – compared to 49 percent last year,” noted Melissa Myres, Director, 84.51° Insights.

According to the National Retail Federation, American shoppers spend more than $14.6 billion on the Super Bowl. This year, 103.5 million people plan to throw or attend a party for the big game, and total spending on food, drinks, apparel, decorations and other purchases for the day is expected to reach $16.5 billion, or $85.36 per person, according to the NRF.

As pro football’s championship is decided on February 12, here’s what will be on party menus, according to 84.51°’s consumer research:

  • 72% will eat chips and dips  

  • 44% plan to eat pizza  

  • 42% plan to eat homemade appetizers    

Ahead of the Super Bowl (and Valentine’s Day on February 14, for that matter), grocers and restaurants have an opportunity to boost their business by offering carefully considered promotions, especially amid the current inflationary environment.

“Customers seeking out sales, deals, and coupons more often presents both a threat and an opportunity for brands,” Myres told The Food Institute. “Whether customers are shopping in-store or online, delivering value is a top priority to drive conversion.”

Brands need to take several steps to win amid inflation leading up to Super Bowl Sunday, the retail expert added, such as:


As consumer behaviors shift, traditional methods in driving incrementality may no longer hold true.

“It’s critical to analyze how customers are engaging with brands and categories today,” Myres said, “and so CPGs can design promotions on the right products, with the right offer.”


Myres feels it’s imperative to tap into the benefits that both in-store and online experiences provide. When those elements are paired together, brands ensure they’re delivering value wherever customers shop.

“In-store promotions provide opportunity to drive mass reach and drive conversion at scale,” Myres said. “However, targeted digital promotions enable brands to deliver potentially more valuable offers to the customers who matter most.”


In 2023 many retail experts feel it’s key to offer loyal grocery customers personalized offers, thanking them for continued engagement while incentivizing future purchases beyond days like Super Bowl Sunday.

“Loyalty is being tested in a big way for brands,” Myres said, “and that means that strategic participation in loyalty programs has never been more important.”