Score Big with Big Game Pre-Shop Strategies
The Big Game—it’s more than just an American football tradition; it’s a cultural phenomenon, a time to gather, celebrate, and, for many, critique the commercials as much as the plays. While most CPG brands don’t shell out for premium game-day ad slots, they’re actively competing where it matters most—before kickoff. In the crucial days leading up to the event, the real ad battle unfolds in the digital space. Winning means understanding consumer pre-shop behavior and strategically aligning with shoppers’ game-day planning to capture attention—and sales—when it counts.
The short window between the conference championships and the Big Game presents a unique opportunity for brands. Consumers are in a frenzy of preparation—finalizing shopping lists, perfecting dip recipes (football field bean dip, anyone?), and stocking up on game-day essentials. Thanks to exclusive audience data from AdAdapted, we’ve uncovered the key insights behind this pre-game shopping rush, helping brands reach consumers at the perfect moment.
The Big Game Shopping Playbook:
Our research reveals a clear pattern in how consumers tackle their football championship shopping:
- 9 Days Out: The Appetizer Offensive: The planning starts nearly a week and a half before game day, with appetizers leading the charge. Think wings, shrimp, and all the bite-sized delights that fuel pre-game excitement. This is the prime time to connect with consumers with appetizer inspiration and easy-to-shop recipes.
- Five Days Out: Dip Dive: The focus shifts to dips as the countdown continues. Salsa, guacamole, and queso are hitting shoppers' lists; the essential partners for chips and veggies. Brands can score big by showcasing creative dip pairings and highlighting complementary products.
- 3 Days Out: The Snack & Refreshment Rush: The weekend before the game sees a surge in snack and beverage purchases. Chips, crackers, and, of course, beer become top priorities. This is the critical moment to capture the attention of shoppers who are finalizing their party provisions.
- Two Days Out: The Party Supply Blitz: With the game just around the corner, consumers focus on the finishing touches: plates, napkins, and cups. Brands offering convenient party packs or highlighting the availability of these hosting item essentials can win big.
Why Pre-Shop Targeting is Your Brand’s Winning Strategy:Understanding pre-shop patterns is crucial for CPG brands aiming to maximize big-game (or any event) sales. Shoppable media provides a powerful way to connect with consumers at critical shopping moments and here’s how:
- Reach Consumers in Their Planning Zone: Shoppable ads allow you to meet consumers where they're already planning – browsing recipes, searching for party ideas, or even creating shopping lists. This contextual relevance significantly boosts the effectiveness of your advertising.
- Go From Inspiration to Purchase in a Snap: Shoppable media streamlines the path to purchase, enabling consumers to add products right to their online carts with a single click. This frictionless experience is key to converting pre-game excitement into actual sales.
- Capitalize on Last-Minute Needs: The big game often involves some last-minute scrambling. Shoppable media empowers consumers to quickly and easily add any of those forgotten or eleventh-hour items to their carts, saving the day (and your sales).
The principles of pre-shop targeting apply to a wide range of events beyond the big game. By analyzing consumer behavior and understanding their planning timelines, brands can create more effective and targeted marketing campaigns for special occasions year-round.Ready to elevate your brand’s pre-shop strategy? Contact AdAdapted today to learn how we can help you achieve your own championship-level results with shoppable media.
