Commerce leaders don’t need convincing that major retail moments matter.
They already see the surge in media investment, creative activation, and retailer coordination around events like the Super Bowl. What’s harder to see, and harder to manage, is how shopper traffic actually behaves when cultural attention accelerates demand.
Using MikMak’s Purchase Intent Clicks and eCommerce analytics, we analyzed Food & Beverage shopper traffic among brands running shoppable media campaigns linked to the Super Bowl from early January through game week 2026.
These patterns provide a clear playbook for how brands should plan, activate, and optimize around upcoming high-impact retail moments.
