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
Pizza
Sugar-Free Shoppers
Spring
March Madness
Department Spotlight - Cake
Sandwiches & Burgers
Beverages
Pies
Product Trends - First to Market
Bizarre Holiday - International Waffle Day
Ad Index
Next Up - Gear Up for Graduation
inStore - September/October 2013
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