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:
- Store traffic was off by 19%.
- Sales decreased by roughly 31%.
- Conversion and ATV decrease by 1 basis point and 11% respectively.
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.
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.