While it isn't a national holiday yet, the Super Bowl brings in over $12 billion dollars to retail stores. Much of that money is spent on food and drinks for parties.
Before people watch the Super Bowl, they hit up the supermarket. Super Bowl Sunday is one of the biggest shopping days of the year.
Louie Gennuso isn't rooting for either team playing in Super Bowl 47, but he's still hosting a party and stocking up football food.
He's one of over two thousand customers who will shop the aisles of this Save Mart on Sunday. Many people are decked out in their team's colors.
“Definitely a holiday, just the sheer volume of business and customers who come through the store, definitely make it comparable to the Fourth of July or even Christmas,” said Matt Sugden, Assistant Manager.
Sugden says shoppers go for wings and chips. It’s also the biggest day for avocado sales. The National Retail Federation says the average person will spend about $70 getting ready for the Super Bowl.
“It’s kind of a potluck thing, so we don't go too far overboard, but probably a hundred,” said Louie Gennuso, who shopped on Super Bowl Sunday.
Another party staple is alcohol. The Liquor King expects business on Sunday will compare to New Years Eve.
“We're expecting to be busy. It's a California team and it's been a long time since we've had a team from the west coast,” said Andy Singh of Liquor King.
Last minute shoppers deal with longer waits, but 49er fans don't mind. They've already waited nearly two decades for this day.
The shopping traffic is usually over before kickoff. After that, the aisles are almost deserted.