Big Game insights
Score a touchdown with these customer insights for The Big Game!
Big Game means big celebrations
In 2024, 60% of Americans watched the Big Game.
Regardless of which team you root for during the highly anticipated event, this is a time when most Walmart surveyed customers are gathering to celebrate their fandoms at home, and they’re coming to us as their #1 shopping destination for their all their Big Game needs.2
Here's how Walmart customers celebrated2
Surveyed Walmart customers purchased any and everything they might need to have a fun game day — from fan apparel to hosting necessities like snacks, drinks and paper products, as well as cleaning products to tackle the post-game mess.2
Products purchased by surveyed Walmart customers for the Big Game 20242
The majority of surveyed Walmart customers (61%) began researching purchases for Big Game celebrations a week or more in advance but held off on buying until the week of the event.2 Advertisers should consider beginning their campaigns early and keep them running through the day of as people make last-minute purchases.
Surveyed Walmart customers made purchases for the Big Game around the time of event or party2
Touchdown tidbit
The Big Game continues to be a key spending moment for Americans; 2024 was estimated to drive the highest spend in the past 18 years ($17.3 billion).4
Product tips to up your campaign game
For increased visibility of your items on our site and app, consider creating a Sponsored Products automatic campaign for maximum exposure before the event. Targeting both branded and non-branded keywords for your Big Game products can help you get in front of your ideal customer both when they search, and when they purchase.
Help keep your brand and products top-of-mind with Onsite Display and complement your Sponsored Search strategy. Use this highly visible placement to help drive incremental sales with ads on contextually relevant search, browse, category and item pages to showcase your brand and products.
A fan favorite shopping destination
In 2024, 60% of Americans watched the Big Game.
Surveyed Walmart customers love that we provide a convenient and cost-effective shopping experience and most have increased their Big Game spending year over year.2
Our omnichannel presence made it easy for them to research products or brands and move across channels, from virtual shelves and in-store aisles. Surveyed Walmart customers primarily buy in store for the event, but also do research online as they search for items to fit their Super Bowl needs.2
Online surveyed Walmart customer research habits2
In-store surveyed Walmart customer research habits2
Product tips to up your campaign
Capture your audience's attention as they make their purchase decisions with In-store Demos. Our specialists engage shoppers, driving trial and educating them on your product offering. It's a great opportunity to encourage customers to pick your product for their Big Game celebrations.
Sources:
1. Super Bowl Advertising Effectiveness Report, 2024: YouGov Surveys (Feb 12, 2024).
2. Walmart Big Game Survey, First Party Data, Walmart Spark Community, conducted in 2024; Study Conducted by Media Insights Survey Team via the Spark Panel.
3. National Retail Federation; Prosper Insights & Analytics, 2007 to 2024 (Between Jan. 2-8, 2024.
4. Walmart annual report papers, January 2024.