Local Super Bowl Business Blitz

Super Bowl weekend means that local football enthusiasts are looking to fill their day with snacks, drinks and of course a hearty helping of football.

The fans are looking for the best snacks and treats to wolf down, and local businesses couldn’t be happier.

Anne Walsh, manager and marketing director at in Amherst, said that having the New England Patriots in the game means big business for her bakery.

“Anything football sells,” she said.

Employees at Frederick’s were busy this week putting together football cakes, cupcakes, cookies and other treats that people are seeking for the big game.

Many of these sweet edibles feature “gronking” references, a name given to the hard spike that Patriots tight end Rob Gronkowski does after every touchdown.

“People are calling saying those are awesome we need them,” said Walsh.

The big sellers are tiny, bit-size treats that they can quickly grab during the big game. Walsh said that no football fan wants to miss the big pass or hot new commercial.

Another interesting affect of Super Bowl weekend is that more men become interested in their desserts, while their target customers are usually women.

Jack Caruso, owner of , said that anything with the Patriots on it has been popular amongst customers this week.

Local football fans are looking for branded balloons, cups, necklaces and everything in between. Although many locals will be rooting for the New England Patriots, including himself, Caruso said that customers are seeking out New York Giants merchandise as well.

The fact that the Patriots are in the game has meant big business for his store, which is only going to get busier on Saturday. He estimates that having the team play on Sunday has given his business a 30-40 percent boost in sales.

He is even leaving his store open until later in the afternoon on Sunday, which is only due to customer demand.

Janet Melchionda, co-owner of , said that buffalo tenders are the big seller on Super Bowl Sunday, along with the usual chips, dip and vegetable snacks. Her store is specials to attract football-crazed customers, such as $11.99 for a ten-piece platter of buffalo tenders and $19.99 for a twenty-piece platter.

Co-owner Ralph Melchionda said that many football fans choose microbrew beers at his store over the name brands. Although he said the game gives his business a bit of a boost, it is nowhere near the surge that grocery stores will see on Saturday.

“For a supermarket, it is like another Christmas,” said Melchionda, who used to work at one himself.