Niles Firm Sold Giants' Items Within An Hour

While the Super Bowl was being played Sunday, staff at in Niles were eagerly anticipating putting up the winner's memorabilia for sale ASAP after the game ended.

In fact, the company, which specializes in collectibles and gift items, had Giants' rings, steins, helmet lamps, jewelry and other items up for sale on its website within an hour after the big game ended.

"It's a pretty intense process. We had the marketing and merchandising teams on standby, and we were live (selling on the website) by 9:40 p.m.," said Nick DiMarco, vice president and general manager of The Bradford Exchange.

Earlier:

A lot of orders have come in since then, he said, adding it's key to get the items in front of fans quickly when they're excited about the results.

"We'd been preparing these design for six months or so," DiMarco observed.

To find such memorabilia, the first thing fans do is google Super Bowl search terms, which makes it a heavy search day for Google, said Dan Shock, Google's Retail Industry Director.

"The Super Bowl has become an event when the engagement and advertising is at some of its highest during the year," he explained.

For that reason, Google does an ad blitz and puts Super Bowl commercials on YouTube in advance. Shock said that last year, five percent of the traffic on the day after the Super Bowl came from people voting on the commercials.

He provided some more statistics on Google searches:

• Searches for "super bowl memorabilia" jumped 55% from 2010 to 2011.
• Searches for “super bowl shirts” jumped 170% from 2009 to 2011.
• Searches for “super bowl jewelry” were up 55% year over year.
• Searches for “super bowl rings” were up 110% year over year.
• Searches for “football ornaments” were up 15% year over year.

Get more news. Like Niles Patch on Facebook