PEORIA, Ill. -- The biggest winner of Sunday's Super Bowl might not be either of the teams. Some local businesses are finding ways to cash in on the big game.
It's quiet now, but at 5:30 on Sunday afternoon, they'll be packed into Kouri's Pub like sardines.
The reason? The Super Bowl.
"The longer it goes, the better," said Kouri's bartender Rob Schunk. "Overtime would be great."
That's because the big game means big bucks for places like Kouri's. Schunk estimates almost 2,000 beers will be served and over 1,000 meals. That will keep the staff busy.
"It's usually pretty steady and hopefully we don't have time to sit down," Schunk said.
Not only was the Super Bowl made for TV, it was made for selling TV's . In the two weeks leading up to the game, TV sales have been known to increase by as much as 500 percent.
At Sherman's in Peoria, they carry triple the normal inventory of TV's this time of year. And they're prepared to super-size it.
"Bigger TV's tend to be the most popular," said owner Paul Sherman. "This is the time of the year when most of our TV sales are those great big 50, 60, 70, 80 inch TV's."
And the action really picks up a few hours before kickoff.
"Sunday is a huge day for pick ups," explained Sherman. "Those guys in the warehouse are constantly running pick ups out to folks right up into the afternoon."
At Northwoods Mall, the Pro Image sports apparel store has stocked extra Giants and Patriots gear. But it's all about the match up.
"This year is definitely different," said manager Jeff Grady. "We're doing about a third less business than last year in terms of sales. And that's because last year the Packers and Steelers were playing."
A year ago at this time, Grady's store had already sold 92 Green Bay Packers caps. This year, the NFC Champion Giants have only moved 6.