Whether it's selling jerseys, beer, or offering a place to eat, the Super Bowl is good for Gloucester and Cape Ann business.
With the New England Patriots in Sunday's Super Bowl XLVI against the New York Giants, some local businesses have seen their sales get stronger during the run-up to Sunday's game.
Whether they stay like that on game day depends on the shop, bar, or restaurant. Some shop owners say they'll be hopping right up to the last minute, but others say people will staying home for the game.
"If they (the Patriots) make it to the Super Bowl," said Jack Palazola, owner of Palazola's Sporting Goods on Main Street, "You sell everything you get in stock."
That's everything with a Patriots' logo on it. Big sporting events, such as the Super Bowl, and last spring's run to the Stanley Cup by the Boston Bruins, prompt fairly demanding sales of team memorabilia.
Palazola's, the owner said, is an old hat at this game, and he's been keeping orders fairly steady in the weeks leading up to Sunday's showdown. Plus, schools and businesses holding Patriots days, hasn't hurt business either, he added.
The Super Bowl run-up also keeps business moving at a time when it's usually slow. With winter sports well under way, Palazola said, athletes have bought their gear already. And this year's unusually snowless winter has kept the usual winter gear sales low.
Palazola said the store has sold more memorabilia just in the post season — essentially the last three weeks — than it has all year.
Rob Brigham, manager at Seabreeze Liquors, said he's seeing a similar picture.
With the Patriots in the game — for the first time since 2008 — he said more people than just the football diehards appear to be throwing Super Bowl parties.