Home decor brand’s sales data reveals most enthusiastic NFL fans

Wayfair has tapped into analytics with an unusual goal: to rank its most enthusiastic football fans ahead of the Super Bowl.



By using analytics to tap sales data of its NFL merchandise, Wayfair pinpointed its most enthusiastic team fan bases — and where they reside. The online retailer’s results are based on overall sales of licensed merchandise sold on its NFL Fan Shop during the 2016-2017 NFL season (Sept. 8, 2016-Jan. 15, 2017).



While the ultimate champion will be decided on the field in Houston in two weeks, data revealed that the last four teams standing have spirited Wayfair fans cheering them on. The Pittsburgh Steelers lead the charge when it comes to team spirit, as orders of “Black and Gold” gear are 21% higher than sales of New England Patriots merchandise; 53% greater than Green Bay Packers and 517% more than the Atlanta Falcons.



Wayfair’s data also discovered each team’s fan base permeates throughout the country. The Steelers have the most widespread fan base with 83% of orders being sent out of their home state of Pennsylvania. The Green Bay Packers followed close behind, with 80% of team merchandise sold outside of Wisconsin. Nearly 75% of New England Patriots gear was delivered outside of Massachusetts, while 54% of Atlanta Falcons merchandise was purchased outside of Georgia.



“As a Boston-based company, we always root for the home team, but Wayfair data indicates that Steelers Nation might have a slight fan advantage,” said Alex Bowman, lead trend forecaster, Wayfair.