Every year, on the second Sunday in February, Americans gather in living rooms across the country to watch the sporting, commercial, and musical spectacular that is the Super Bowl. It attracts hundreds of millions of eyes — and stomachs. Diverse platters of finger food blanket every surface so fans can snack at a moment’s notice.
This is reflected in how Americans shop online before the Super Bowl. Shopping peaks on Saturday, and this year, digital grocery sales on the Saturday before the Super Bowl were 25% higher than the average Saturday in January.
The surge is primarily concentrated in the snack food category. But which snacks rise to the top of the snack bowl?
The big winner is chicken wings — with a 179% increase in sales compared to an average Saturday in February.
In the packaged snacks aisle, chips get the biggest boost on Super Bowl Saturday, far outpacing their rivals — pretzels, crackers, and popcorn.
- Chips: 136% boost over normal Saturday in January
- Pretzels: 46%
- Crackers: 20%
- Popcorn: 12%
Meanwhile, queso is the Super Bowl’s most popular dip:
- Queso: 146% boost over normal Saturday in January
- Salsa: 96%
- Guacamole: 87%
- Ranch: 61%
We hope you enjoyed this year’s game — and if not, hopefully you at least enjoyed some snacks.
Jessica Langford is a member of the Adobe Digital Insights Team. Adobe Digital Insights has been a leader in tracking the digital economy since 2013. Adobe Digital Insights offers the most comprehensive analysis of its kind based on trillions of visits and billions of transactions across the web. With the breadth and depth of our data, we are uniquely positioned to understand the economy, customer journeys and use of creative AI.
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