NRF: Consumer Super Bowl Spend To Increase

Despite a decrease in television ratings for NFL games throughout the season, Americans are expected to increase their spending on items related to Super Bowl LII, a survey from the National Retail Federation found.

According to the survey, completed for the NRF by Prosper Insights & Analytics, spending related to the NFL’s championship game is expected to increase 8.5% to $14.1 billion, with the average consumer expected to spend $81.17. Those between the ages of 25 to 34 will spend the most of any age group at an average of $118.43.

“Whether throwing their own party, heading to a friend’s house or gathering at their favorite bar or restaurant, consumers are ready to spend on the big game,” said Matthew Shay, NRF president and CEO. “Super Bowl shoppers will find retailers well-stocked on decorations, apparel, food and all other necessities to cheer on their favorite team.”

Slightly more than three-quarters of survey respondents said they plan on watching the Super Bowl on February 4, which will feature the New England Patriots and Philadelphia Eagles. Of those viewers, 82% said they will purchase food and beverages with 11% purchasing team apparel and accessories. New televisions and decorations hold a similar draw for those planning to watch at home, with 8% planning to purchase each.

The survey, which asked 7,277 consumers about their Super Bowl plans, was conducted January 3-10 and has a margin of error of plus or minus 1.1%.