The Super Bowl, the yearly NFL championship game, is a monumental event that captured over $370,000,000 in media spend in 2016. We all intuitively know that it is a big deal and that many people watch it, but how big of a deal is it? How does the the biggest NFL game of the year impact consumer activity, as well as grocery store and supermarket shopping? How does the host city change? How do the home states of the participating teams differ during the Super Bowl weekend? In this study . . .