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Specialty retail sales off 31% on Super Bowl Sunday

Tim Callan
Tim Callan
Chief Marketing Officer

Store traffic off 19% on game day

We took a look at the specialty retail segment to see how the Super Bowl affected sales in that channel on game day.  Here is what we found:

Across the board measures of store performance dipped on game day.  Not surprisingly, people either did their shopping early or postponed it until after the day of the big game.


Methodology

 

To determine the effect of the Super Bowl on retail sales RetailNext used data from 850 stores and 1,573,356 shopper trips around the United States.  We compared Super Bowl Sunday to the preceding three Sundays.

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