The Super Bowl isn’t just your regular run-of-the-mill sporting event. Over the years, it’s evolved into one of the biggest consumer events of the year. For instance, in 2024, customer spending over the Super Bowl reached a mind-blowing $17.3 billion, with food and beverages taking the largest portion of these purchases.
How is this possible? It’s because an estimated 123 million Americans opted to watch the Super Bowl, and these folks needed their drinks, game-time snacks, and party supplies.
Figures like these highlight the incredible scale of customer spending and the opportunity for CPG brands to capitalize on the unique opportunity this annual uptick in consumer activity provides.
While the now-legendary Super Bowl commercials are renowned for their massive budgets and memorable creative messaging, they only form part of the equation. The game has changed. There is now a real opportunity for those who can effectively bridge the gap between awareness and purchase. And this is where online marketplaces come in.
The shift toward online shopping shows no signs of slowing, giving CPG brands worldwide an unparalleled opportunity to harness the unstoppable force of seasonal demand, forming it into sustainable growth. Leveraging online platforms such as Amazon, Instacart, and Walmart, brands can capitalize on game-day consumer demand and build lasting customer loyalty too. Here’s how to do it.
Super Bowl ads vs. Marketplace conversions
The awareness gap
Where Super Bowl ads really shine is in their ability to create brand awareness. However, brand awareness doesn’t necessarily translate into purchases. Sure, many of us may share a laugh and even quote certain ads years after their conception, but this still leaves the path to purchase a little disjointed and vague.
Today, thankfully, this gap can bridged by online marketplaces that present the chance for instant conversions.
The power of marketplaces
Online marketplaces like Amazon and Walmart continue to thrive based on one central factor; their ability to meet immediate customer demand. Quite often with Amazon, the customer’s wait time is as short as a few hours, which is ideally suited to the Super Bowl consumer rush.
Walmart has an extensive network of physical stores, enabling almost instantaneous collections and home deliveries. All such marketplaces are an essential cog in the gigantic wheel of catering to game-day demand.
Most online marketplaces like Amazon, also have other useful features such as personalized recommendations, product bundles, and so on, making them vital for CPG brands.
Social commerce in action
Social media platforms add a whole new layer to the mix. Game-day products can be integrated into popular social media channels like Instagram and Facebook, increasing reach and driving impulse purchases. CPG brands embedding direct links into these platforms enable a potential consumer to act on their every purchasing whim instantly.
For example, if a popular influencer releases content showcasing “game-day snack hacks,” some viewers will be inspired to buy the product/s featured directly via a conveniently placed link.
The digital grocery & CPG shift: Consumers are moving online
Evolving customer behavior
Consumer reports from trusted entities like Rethink Retail and eMarketer reveal a clear trend: today’s consumers are increasingly more inclined to shop for their groceries online. To that effect, eMarketer states that over $100 billion was spent on online grocery sales in the U.S. in 2022 - a figure that represents a 20% year-over-year growth. Also significant is that 58% of U.S. consumers prefer to shop for groceries online, citing convenience and time pressures as their motivation.
Insights such as these reveal the accelerating mass shift to online marketplaces, and this is especially evident during high-octane events like the Super Bowl when speed and ease of access are what grab the consumer’s attention.
Retail giants going digital
Every major retail outlet worth its salt has invested heavily in its online operations; Walmart, Amazon Fresh, Kroger, and more. These giants’ platforms aren’t solely transactional either. They operate as complete ecosystems, designed with the purpose of keeping customers engaged via seamless checkout experiences, personalized recommendations, and loyalty programs. CPG brands that fall in line with these platforms’ heightened capabilities stand to gain a competitive advantage.
Opportunities for CPG brands
In addition to the points above, the shift to digital presents a golden opportunity for CPG brands to:
- Increase their visibility due to targeted ads and sponsored listings.
- Harness the power of data analytics to understand consumer preferences and purchasing patterns better.
- Gain a competitive advantage by offering exclusive products or bundles specifically designed to cater to the Super Bowl demographic.
Winning plays: How CPG brands can capture demand on marketplaces
1. Optimizing product listings
Becoming a success on online marketplaces begins with strong, aptly-worded product listings.
Altering listings in the lead-in to the Super Bowl to titles like “Game-Day Snack Pack - Salsa, Chips $ Pretzels” and adding a bullet-pointed list with phrases such as “Ideal for Super Bowl Parties” and “Fast Shipping Available” may increase traffic. Likewise, high-quality images of the products arranged in an appropriately Super Bowl-themed setting can also boost appeal.
Key strategies to observe are:- Deploying keywords such as “beer bundle,” “party snacks,” and “quick appetizers” will increase discoverability.
- Using high-quality visuals and smartphone-friendly descriptions to increase reach and convert potential customers.
- Create Super Bowl-themed listings that contain direct marketplace links to increase the potential for bulk purchases.
2. Flash sales & limited-time offers
Drive urgency during this period of heightened consumer activity with limited-time discounts and flash sales. For example, consider the following:
- Offering halftime discounts on in-demand items like chips and beer.
- Using tools like ChannelEngine to synchronize promotions across key marketplaces, ensuring consistency and saving crucial time.
3. Influencer marketing & social commerce
Partnering with influencers may help amplify a CPG brand’s reach and thus drive marketplace traffic.
- Linking up with popular influencers and creating engaging videos featuring Super Bowl essentials, like recipes and party-planning ideas.
- Popular social media platforms like TikTok and Instagram can be used to integrate direct shopping links, enabling users to purchase featured products easily.
4. Logistics & fast shipping
For events like these, fast and reliable shipping is an absolute necessity. Partnering with third-party logistics providers will provide the following advantages:
- Next or same-day delivery, meeting the demands of the modern consumer.
- Seamlessly smooth operations during high-demand periods.
- Reduced risk of delays and/or stockouts.
Beyond the big game: long-term marketplace strategies for CPG brands
The Super Bowl as a testing ground
Sure, the Super Bowl presents an excellent opportunity for CPG brands to boost their sales for a few days. But the benefits don’t end there. This event can also provide valuable insights into customer behavior during periods of increased demand. Notably, the data also reveals a clear trend for the preference for convenient and ready-to-consume products, coupled with a demand for bundles to cater for large gatherings.
On top of that, last-minute purchases experience a significant spike, again highlighting how crucial fast shipping and effortless online shopping experiences become. Brands can then utilize this data to:- Identify which products are most popular and refine their offerings accordingly.
- Test out their pricing strategies and promo tactics to harness data.
- Receive and consider feedback on product descriptions and bundling options.
Maximizing AOV & profitability
If your CPG brand is looking to boost its average order value (AOV), here are some tips:
Consider bundling high-margin products, such as soft drinks with snacks or chips with dip. For continued growth, offer subscription plans and auto-replenishment options. Check out our marketplace integration software, which can help you excel at product bundling.
Building a marketplace-first strategy
The move to digital grocery shopping can’t be stopped. CPG brands that adopt a marketplace-first approach can:
- Stay one step ahead of ever-changing consumer expectations.
- Attract and keep a loyal customer base through personalized experiences.
- Achieve sustainable growth that is nonreliant on seasonal peaks.
The last word: The Super Bowl is just the beginning
The key takeaway here is that the Super Bowl is more than a one-day event—it’s a catalyst for change in how people shop for CPG goods. CPG brands that leverage digital marketplaces, social commerce, and data-driven strategies can expand their success beyond seasonal demand and achieve consistent growth.
The playbook is clear: embrace the shift to digital marketplaces; optimize for marketplaces and harness the Super Bowl hype as a springboard for growth.
