When people think of the Super Bowl, die-hard sports fans often come to mind as the biggest winners of this highly anticipated event. However, it’s not just football enthusiasts who benefit, but ecommerce brands also capitalize on this massive sales opportunity. In past years, consumer spending spikes in preparation for the event, whether that be through securing the best setup for watch parties, purchasing the proper food and drinks, or dressing for the occasion with a fresh new jersey to support the playing teams. Leading up the big game, ecommerce brands leverage the hype to score big on game day with targeted promotions and marketing campaigns, and the strategic play usually pays off.

Super Bowl Sales Surge for Ecommerce Industries

As game day draws close, millions of viewers and  households are beginning to prepare for the upcoming event. A 2025 Super Bowl survey by the National Retail Federation (NRF) projected that consumers will spend a total of $18.6 billion, with an average of $91.58 per person on Super Bowl-related expenses, a significant increase compared to previous years. 2024’s Super Bowl LVIII event attracted over 120.3 million viewers, breaking records for the highest single network telecast, and with viewership increasing year-over-year. With 203.4 million U.S. adults planning to tune in to the big game this year, American football has cemented its influence in households around the nation. It’s clear that over the years the Super Bowl has evolved into a significant cultural event, serving as an opportunity for ecommerce brands to take advantage of the heightened consumer spending. While sports buffs gear up to celebrate in style, certain industries are taking home bigger wins than others. 

Food & Beverage: Game Day Essentials that Drive Sales

Super Bowl watch parties are almost always synonymous with the food that comes with them. As viewers get ready for the game, there's a significant increase in ecommerce food and beverage spending for the best snacks, party platters, and beverages to feed friends and loved ones, with 81% of shoppers planning to purchase food and beverages for the Super Bowl. Economists from the Wells Fargo Agri-Food Institute have estimated the price for a Super Bowl watch party menu serving up to 10 people will cost approximately $139 this year. Super Bowl Sunday is one of the biggest days for food delivery and grocery sales, with millions spent on wings, pizza, and beer per year. However, conscious shoppers looking to save have other options with grocers and retailers, such as Walmart and Amazon, offering “game day deals” and discount bundles. These promotions provide the best spread for this year’s game with menu favorites such as chicken wings, soda, and nachos, with nearly 1.5 billion chicken wings consumed during Super Bowl weekend! Food and beverage ecommerce businesses can take a page from Amazon and Walmart by appealing to the majority of Super Bowl snackers with game-day promotions and limited-time discounts.

Apparel: Fans Dress for the Occasion

As fans gear up for Super Bowl game day, demand for team apparel surges as supporters want to proudly represent their favorite teams. Ecommerce apparel brands looking to leverage the event to drum up business revenue may be in luck this year as sales of Super Bowl merchandise and apparel such as NFL jerseys, hats, and other fan gear typically surge in the weeks leading up to the event. According to the NRF, 14% of consumers plan to purchase team apparel and accessories this year, following a record-breaking Super Bowl LVIII, where Legends, the exclusive retailer for NFL merchandise, reported the highest Super Bowl merchandise sales in history in 2024, surpassing previous records of $4.6 billion by a staggering 1-2% increase in sales. Ecommerce apparel brands looking to market Super Bowl campaigns may consider targeting younger generations who are typically more keen to purchase fan gear, with 27% of Gen Z and 25% of millennials showing their support through Super Bowl apparel compared to only 3% of Boomers. 

Electronics & Household Goods: Serving the Ultimate Viewing Experience

Although food and beverage dominate Super Bowl purchases, electronics and household goods also experience a surge in sales as fans prepare for the ultimate viewing experience. As friends and family gather for the big game, 67% of viewers plan to watch the game at home and 15% plan to host a Super Bowl party. With so many tuning in, a lagging stream or a lost signal at a crucial moment is every fan’s worst nightmare. From high-definition TVs to upgraded sound systems and Wi-Fi routers, consumers are investing more in tech essentials and household items to ensure an enjoyable and uninterrupted Super Bowl watch party. In 2025, 10%, 8% and 6% of consumers are planning to invest in new televisions, decorations and furniture respectively ahead of Super Bowl Sunday. Many will also be looking to upgrade their at-home viewing experience with a new audio equipment set up, furthering the demand for a market expected to reach $93 billion globally by 2033. Although every home may not be in the market for a new television or entertainment system, electronic and household goods ecommerce brands can leverage the Super Bowl as an excellent opportunity to offer upgrade deals to mimic the in-stadium feel and capitalize on the demand.

Sports & Fitness: Inspired by the Big Game

The excitement around Super Bowl Sunday often extends beyond the television and living room. After the big game, many may find themselves inspired to pick up a new sport or hobby, getting back into shape much like the athletes seen on the screen. Ecommerce sales in sports and fitness may see a rise after the Super Bowl, with football-related gear, accessories and home workout equipment seeing an increase in sales. Coupled with the mid-winter season on the heels of New Year's resolutions, consumer spending on fitness-related items and gym memberships tends to rise after holidays centered around food, such as the Super Bowl. With 13% of consumers purchasing team apparel and accessories during last year’s Super Bowl season, many individuals will be inspired by their new gear to engage in sports or fitness activities, leading to increased sales in related equipment. Ecommerce brands can seize this opportunity by promoting sports and fitness equipment with messaging that taps into consumers' newfound motivation, likening them to the athletes they’ve just watched on the field, encouraging them to start their next fitness journey.

How Ecommerce Brands can Make the Most of the Super Bowl Surge

Sports fans and individuals celebrating the Super Bowl this year won’t be the only ones to enjoy the spoils of the game. Ecommerce industries such as food and beverage, apparel, electronics, home goods, and sports and fitness can all capitalize on the game’s momentum by leveraging past data and trends. In 2024, the average U.S. adult spent $86 on Super Bowl Sunday, contributing to an estimated total of $17.3 billion in Super Bowl-related consumer spending. Brands looking to scale with this surge in demand can maximize growth opportunities by utilizing targeted Super Bowl marketing and advertising campaigns, launching new inventory or products, and expanding their reach through social media. If you’re looking to scale your ecommerce brand for big sales this Super Bowl, get funded today with Clearco’s flexible funding solutions and stay ahead of demand!