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Specialty Retailers to Profit from Super Bowl and Valentine’s Day

Posted by Joe Gargiulo | Fri, Feb 03, 2017 @ 08:12 AM

specialty retail

The combined $32.3 billion that Americans are predicted to spend this year for the Super Bowl and Valentine’s Day translates to increased profits for specialty retailers across the country. The data was produced by a cooperative effort of the National Retail Federation and Prosper Insights & Analytics.

An estimated 188.5 million people will watch the Super Bowl, with spending dollars reaching $14.1 billion or the equivalent of $75 per person according to the NRF’s Super Bowl Spending Survey. Specialty retailers selling party decorations, team apparel and accessories, food and beverages, and consumer electronics as well as bars and restaurants are expected to benefit the most.

“Of the 76 percent of those surveyed who plan to watch the game, 80 percent say they will purchase food and beverages, 11 percent will buy team apparel or accessories, and 8 percent will splurge on new televisions to watch the game at home,” stated the NRF.

Planned Purchases for Super Bowl 2017

specialty retailersProsper Insights & Analytics released the following breakdown of Super Bowl spending:

  • 79.5% on food and beverages
  • 10.7% on team apparel
  • 7.7% on decorations
  • 7.7% on televisions
  • 3.3% on furniture and entertainment centers

The organization conducted the survey January 4 –11 among 7,591 consumers.

If readers were not wowed by the $14.1 billion to be spent on the Super Bowl, perhaps they might be taken aback by the $18.2 billion in purchases that is anticipated for Valentine’s Day.

While the numbers are slightly down from 2016’s record high of $19.7 billion, they still represent an average of $136.57 per consumer.

Planned Purchases for Valentine’s Day

  • $85.21 on their spouse or significant other
  • $26.59 on other family members (including children or parents)
  • $6.56 on children’s classmates or teachers
  • $6.51 on friends
  • $4.27 on co-workers
  • $4.44 on pets

The breakdown among merchant types includes specialty stores (18%), florists (18%) and local small businesses (15%).

specialty retail“Valentine’s Day continues to be a popular gift-giving occasion even if consumers are being more frugal this year,” said NRF President and CEO Matthew Shay. “This is one day of the year when millions find a way to show their loved ones they care regardless of their budget.

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Multiple Check Insider's Guide

Topics: Retail

Written by Joe Gargiulo

Marketing Specialist Joe Gargiulo has 25-plus years in marketing, communications and copy writing. As a writer, he enjoys connecting story leads to all aspects of the human experience.