- Checkouts fell 72% in the US during the Super Bowl on Sunday.
- They fell even more dramatically in Washington and Massachusetts, home states of the Seattle Seahawks and the New England Patriots.
- Conversion rates also fell, but Food & Beverage outshone other categories.
Super Bowl LX may have been a shining moment for the Seattle Seahawks, but it wasn’t so great for the ecommerce world.
As you might expect, Americans seem to have spent their Super Bowl Sundays snacking, critiquing commercials, and cheering on their teams — not clicking “Add to Cart.”
Data from PrettyDamnQuick found that checkouts fell 72% across all categories and regions during game time on Super Bowl Sunday.
The drop was even steeper in the competitors’ home states. Checkouts fell 81% in the Seahawks’ home state of Washington. And in Massachusetts, home of the New England Patriots, checkouts fell 75%.
Conversion rates also took a hit, falling to 47% from the typical 69%.
Not all categories suffered equally: Food & Beverage maintained a 57% conversion rate during the Super Bowl, and Consumer Goods stayed strong at 58%. That could be good news for all of the snack, beer, and drinks brands that shelled out for Super Bowl ads this year.
PrettyDamnQuick supports checkout optimization for DTC brands in categories like apparel, skincare, jewelry, and food and drink. Its tech has powered over 1 billion checkouts, including more than $9 billion in GMV in 2025.
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Madeline Stone writes data-backed content for PrettyDamnQuick. She previously wrote about the e-commerce industry as a longtime reporter at Business Insider.
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We built Checkout Index to analyze your checkout and identify revenue leaks in seconds. Enter your brand URL and see how your checkout flow performs compared to industry benchmarks. Then get a personalized action plan so you can recover lost revenue. Try it out at CheckoutIndex.com.
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