inStore - September/October 2013 - (Page 36)

gear up for march madness march madness by Bob Sims W ith office pools and the filling out of brackets, The NCAA tournament attracts a majority of Americans. Even nonfans that do not follow basketball at any time get excited during March Madness. It is truly a time when consumers of all kinds consider themselves to be sports fans. Long lunches, days off of work for parties and a continuous need for sports themed party fare make March Madness a food retailer’s dream. On the Thursday and Friday that open the first round of the NCAA Men’s Basketball Tournament, the entire country begins following college basketball. While many fans keep track of their favorite team or even all of Division 1 and sometimes lower divisions as well throughout the season, March begins the conference tournaments and then the big dance. College basketball post-season tournaments have become sports seasons unto themselves and grocery retailers and supermarkets should seize the opportunities that they present. Unlike a championship game or even a championship series, March Madness encompasses multiple tournaments that last for days and culminates in the NCAA tournament lasting for weeks. It’s so much 36 • SEP + OCT 2013 • instore more than a big game, it’s many big games, day after day, week after week. Retailers have the opportunity to extend promotions over the length of basketball tournament season. TOURNAMENT PARTIES College basketball tournaments mean parties. Whether it’s at home or at the office, college basketball in March permeates American culture to the highest degree. In a 2013 report by the outplacement company Challenger, Gray and Christmas Inc., 7% of survey respondents stated that they took time off of work to watch the tournament and a 66% of March Madness fans fessed up to following the tournament during work hours

Table of Contents for the Digital Edition of inStore - September/October 2013

inStore - September/October 2013
Editor's Note - Convenience
What's In store for March & April
Table of Contents
On Our Radar
Consumer Insights - Cookies
Sugar-Free Shoppers
March Madness
Department Spotlight - Cake
Sandwiches & Burgers
Product Trends - First to Market
Bizarre Holiday - International Waffle Day
Ad Index
Next Up - Gear Up for Graduation

inStore - September/October 2013