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.1

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

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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

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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

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A fan favorite shopping destination

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

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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

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In-store surveyed Walmart customer research habits2

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Insights and actions to help grow your sales

Read these case studies for insights and inspiration when building out your own Big Game campaigns.
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Market share touchdown with Kraft Heinz Learn more
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Big screen wins on display with Hisense Learn more
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Sources: 1Super Bowl Advertising Effectiveness Report, 2024: YouGov Surveys (Feb 12, 2024). 2Walmart Big Game Survey, First Party Data, Walmart Spark Community, conducted in 2024; Study Conducted by Media Insights Survey Team via the Spark Panel. 3National Retail Federation; Prosper Insights & Analytics, 2007 to 2024 (Between Jan. 2-8, 2024. 4Walmart annual report papers, January 2024.