U.S. retailers and restaurants are hoping that the upcoming Super Bowl, taking place in New Orleans, Louisiana, U.S.A., on 9 February, will result in a boost in food sales, including seafood.
“The Super Bowl is the fourth top food holiday in the U.S. and a very good seafood holiday,” Chuck Anderson, vice president of operations at Dallas, Texas, U.S.A.-based food and beverage data firm, told SeafoodSource. “Retailers will see a bump in sales the week before the Super Bowl and on Super Bowl Sunday, adding a seafood sales bump for two weeks for most companies.”
The overall sales lift is typically 5 percent to 20 percent for both weeks, according to Anderson – and could be higher in stores around Philadelphia, Pennsylvania, and Kansas City, Missouri: the home cities of the two National Football League teams competing in this year’s Super Bowl.
Total spending on food, drinks, and other purchases for the Super Bowl is expected to reach a record USD 18.6 billion (EUR 17.9 billion), or USD 91.58 (EUR 88) per customer, this year, according to the National Retail Federation (NRF) and Prosper Insights & Analytics’ 2025 Super Bowl Spending Survey. Notably, 81 percent of Americans plan to purchase food and beverages in conjunction with the game.
In another survey offering more good news for retailers, 76 percent of U.S. consumers plan to spend up to USD 250 (EUR 240) on refreshments, and 67 percent said inflation will not deter their Super Bowl celebrations, according to a recent Advantage Unified Commerce survey.
Anderson suggested retailers feature some of the same seafood items that are popular for New Year’s Eve parties, particularly focusing on snacking items.
“Shrimp will lead the way, with raw shrimp, cooked shrimp, shrimp rings, and party trays in high demand. Extra displays in frozen doors and end caps of shrimp and shrimp rings will generate planned and impulse sales,” Anderson said, adding that retailers should provide a wide range of price points and options to fit a variety of budgets...