Americans Gearing Up for Super Bowl Sunday

An estimated 181 million Americans will watch Super Bowl XLVIII on Feb. 2, each of whom will spend an average of $68.27 on food, athletic wear, decorations and televisions, with total spending expected to reach $12.3 billion. Average spending per person is essentially on par with last year’s $68.54.

According to NRF’s Super Bowl Spending survey, conducted by Prosper Insights and Analytics, more than three-quarters (77 percent) will purchase food and beverages; 8.1 percent will purchase team apparel or accessories; and 7.2 percent are planning to buy a new television to watch the game.

“As football fans gear up for the most anticipated game of the season, retailers are making sure they have an ample assortment of accessories, décor, athletic apparel items and even new televisions,” said Matthew Shay, NRF president/CEO.

This year, nearly 39 million viewers plan to throw a party to celebrate the big game, and 62 million plan to attend a party. The survey found that 10 million plan to enjoy the game from a local bar or restaurant.

While young adults are more likely to attend a party than throw a party (38.2 percent vs. 26.7 percent), those 18-24 will spend an average of $92.83 on Super Bowl-related celebrations; their slightly older counterparts (ages 25-34) will spend the most ($101.51).

Although consumers say the game itself is by far the most important element of the game-day experience (47.5 percent), an average of 24.9 percent say the commercials are the most important, with those ages 45-54 ranking commercials highest in terms of importance (21.4 percent), higher than any other age group.

And for those who do have opinions about the commercials, 78.4 percent agree they are entertaining, while 16.9 percent of viewers say commercials make them aware of the advertiser’s brand. However, 17.8 percent believe advertisers should save their money and pass on savings to their customers, and 9.3 percent say they make the game last too long.

NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries.