Super Bowl Nudges
The 2025 Super Bowl season offers brands and retailers a powerful chance to influence consumer behavior through the event’s strong emotional and experiential appeal.
By understanding how consumers prepare for and celebrate the big game, businesses can implement effective strategies to drive engagement and boost sales. To gain insight into consumer habits, Advantage Unified Commerce surveyed 1,000 Super Bowl watchers, revealing key preferences and behaviors. The findings highlight the power of behavioral science principles—particularly nudge strategies—to influence consumer decisions. Below, we explore the top nudges to consider for maximizing success during this high-impact shopping period.
Social Proof
Consumers are highly influenced by the actions of others, particularly during culturally significant events like the Super Bowl. According to the survey, 61% of respondents reported that Super Bowl ads had influenced their purchases in the past two years. Commercials and social media also play a significant role in shaping food purchase decisions. Highlighting popular or "most purchased" items taps into the power of social proof, creating a sense of urgency and inclusion in shared traditions. Retailers can leverage this by showcasing trending products, amplifying their appeal through media and peer influence.
Scarcity
The principle of scarcity, which emphasizes limited availability to create urgency, is a powerful motivator for consumer behavior. Super Bowl shopping spans multiple trips: frozen and non-perishables are purchased 1-2 weeks before the event, beverages and sweets 2-3 days prior, and fresh foods the day before. Retailers can align with these timelines by offering limited-time deals and exclusive bundles, encouraging timely purchases. This approach motivates consumers to act quickly and secure the essentials for their game-day celebrations.
Framing and Loss Aversion
Consumers are more likely to act when they feel they might miss out. Despite inflation, 67% of respondents stated it would not deter their celebrations, with 76% planning to spend up to $250. By framing products as essential to the Super Bowl experience or as part of cherished traditions, retailers can leverage loss aversion and nostalgia. Highlighting the role of these products in creating memorable experiences encourages consumers to prioritize spending on them.
Anchoring
Price anchoring—introducing reference points to influence spending—can guide consumers toward higher-value purchases. For example, offering larger product bundles or multi-pack discounts can make shoppers perceive their purchases as more economical. With 79% of respondents opting for family-sized items, presenting party-sized snacks and drinks as “value deals” reinforces the anchoring effect. By setting a higher reference price, bundled discounts appear even more attractive, driving sales of larger quantities.
Gamification and Rewards
Adding an element of gamification can make Super Bowl shopping more engaging. The survey found that 82% of shoppers are more likely to try new products when paired together. Retailers can capitalize on this by offering interactive experiences, such as online quizzes to build the perfect Super Bowl party kit. These quizzes could suggest product pairings like chips and salsa or hot dogs and buns. Additionally, loyalty programs that reward shoppers with points for purchasing specific pairings or trying new combinations add a sense of fun and challenge. Points can be redeemed for future discounts, encouraging repeat purchases and making the shopping experience feel rewarding.
The Super Bowl season is a unique opportunity for brands and retailers to connect with consumers through strategic nudges rooted in behavioral science. By leveraging social proof, scarcity, framing, anchoring, and gamification, businesses can drive engagement, foster loyalty and increase sales. These strategies not only enhance the shopping experience but also align with consumers' habits and preferences, ensuring their game-day celebrations are both memorable and seamless.
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