For Super Bowl 50, Americans are getting ready to party — and that means spending more on food, drink and team apparel than they did for last year’s championship.
Super Bowl partygoers and viewers will spend an average of $82.19 on food, decor, team apparel and other products, up from $77.88 last year, according to the National Retail Federation’s Super Bowl Spending Survey, conducted in conjunction with Prosper Insights and Analytics.
Total spending by those 18 years of age and older is expected to top $15.5 billion, versus last year’s estimated $14.3 billion.
An anticipated 188.9 million U.S. viewers are predicted to watch the Denver Broncos vs. Carolina Panthers game on Feb. 7, up from the estimated 183.7 million who planned to watch last year.
“Two stellar teams going head-to-head and a historic game celebrating the 50th Super Bowl could make this one of the most-celebrated football games we’ve seen in some time,” said NRF president and chief executive officer Matthew Shay. “We expect retailers will be aggressive with promotions on food and decorations as well as athletic wear and electronics in the coming days as they look to entice those planning to watch the Super Bowl.”
While business is currently tough for retailers, Shay suggested “the excitement around the Super Bowl this year should help retailers and restaurants kick off 2016 on a positive track.”
“The Super Bowl has become much more than something only football fans dream about for the entirety of the season,” said Prosper’s principal analyst Pam Goodfellow. “The growth in celebrations this year could be a result of increased interest among individuals who use sites like Twitter and Pinterest to bring out their creative skills when it comes to DIY party projects and even making festive game-day fare. Super Bowl Sunday is now more than just a game, it’s an experience for all.”
The survey polled 7,293 consumers from Jan. 5 to 12 and has a margin of error of plus or minus 1.2 percentage points.
Among the conclusions:
• 34.7 percent, or 85 million Americans, believe the football game itself is the most important part of Super Bowl Sunday; 17.7 percent, or 43.4 million, say the commercials are more important than the game; 4.5 percent, or 11 million, believe food ranks first.
• 43.3 million fans are planning to throw a Super Bowl party; 70 million say they’d rather let their friends and relatives do the hosting.
• 79.8 percent of partygoers and viewers will purchase food.
• 7.7 percent of Americans are planning to purchase a new television to enjoy the game [less than last year’s 8.8 percent] which could amount to an estimated 8.6 million new televisions.
• 11.1 percent of those planning to watch the game will buy new team apparel and/or accessories — an estimated 20.9 million new items purchased.
• Nearly eight in 10 Americans say they view the commercials during the Super Bowl as entertainment, while 17.5 percent say they make them aware of advertisers’ brands, and 10.3 percent said they influence them to buy products from the advertisers.