It’s almost time for the Big Game, and the pressure is on for fans and brands alike. US consumers hosting or attending parties are expected to purchase food, drinks, apparel, decorations, and other items, but how much of their hard-earned money will they splurge on game-day essentials? As uncertainty about the world around them persists, shoppers are keeping a watchful eye on their spending habits, write McKinsey’s Christina Adams, Kari Alldredge, and Sajal Kohli in the latest ConsumerWise research, but some cohorts are more likely to indulge than others. Meanwhile, retailers and brands are looking to leverage the mass-marketing opportunity, spending an average of $7 million for a 30-second ad during the game’s broadcast. Before you gather around your screen for the ultimate showdown of sports, snacks, and, big-budget commercials, check out these insights on the latest trends in consumer spending and marketing strategies.
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