Is the Superbowl in October?

Some stores sure do over-the-top things to try to bring in more sales. My store in particular decided to go all out with decorations and displays for the upcoming Vikings vs. Packers game. They had me make football chalkboards, and write and decorate the windows on my chef case with football helmets. I even had to go to a party store to get football decorations. I think it's just kinda funny because I don't ever remember going all out for a football game, not even the superbowl. But, if you were to walk into my store, you would definitely think the Vikings were in the superbowl. Don't get me wrong, I love decorating and making signs, and I wish I could do it every day. But, I guess I don't get the correlation between lots of decorations equaling more sales.