Party supply shops, grocery stores, liquor outlets. These are all businesses that expect to see a significant uptick in revenue this coming Super Bowl Sunday in major cities across the country.
Surely local restaurants and bars are going to see increased profits from the NFL’s biggest day too, right?
One software company shows that might not be the case.
Womply partners with a credit card processor company to provide consumer data for small businesses. They also use some of data to point out trends for small businesses nationwide.
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This year the company wanted to see if local restaurants and bars saw a spike in consumer activity on Super Bowl Sunday. Using data acquired from last year’s NFL regular season, playoffs and Super Bowl, Womply compared and contrasted the profit results for hundreds of local businesses across the 32 cities that have NFL teams.
In its calculation, 100 percent represents the average NFL Sunday for the 2016 season. Womply compared the divisional round, the Pro Bowl and Super Bowl revenues across those 32 cities to that baseline.
In Dallas, and almost all of the 31 other NFL sites, small businesses average revenue on Super Bowl Sunday was identical to the revenues from an average regular season game.
Small businesses in the Dallas area and almost all the 31 other NFL cities saw 100 percent of average revenue on Super Bowl Sunday, 129 percent on Divisional Sunday (Cowboys hosted the divisional round last year) and 111 percent on Pro Bowl Sunday.
Nationally, small businesses in cities with an NFL team saw 100 percent of average revenue on Super Bowl Sunday as well, 118 percent on Divisional Sunday and 105 percent on Pro Bowl Sunday. Of note, these cities saw an uptick in revenue when compared to major U.S. cities without an NFL team.
During the divisional round weekend (the Cowboys hosted the Packers), Dallas area businesses saw 129 percent of average revenue. For the Pro Bowl, which is played on the Sunday before the Super Bowl, Dallas area businesses saw 111 percent of average revenue.
Nationally, small businesses in cities with an NFL team saw 118 percent of average revenue on Divisional Sunday and 105 percent on Pro Bowl Sunday.
And while Womply does focus on the Dallas area, the overwhelming nature of these results strongly suggest that the same trends hold true in Fort Worth too.
“Part of it is trying to tell the story of what small businesses are up against,”said Womply communications specialist Dan Lalli.
“Our mission as a company is to help people understand how relevant small businesses are to local economies and local commerce. Part of that is being able to explain the things that help them drive real business results for their company at their company and the things that hurt them.”
According to Womply’s data and analysis, Cinco De Mayo and Mother’s Day actually generate the most financial returns across the country out of the traditional holidays.