NRF: Consumers To Spend Less On Super Bowl

With the matchup for Super Bowl LI now set, the National Retail Federation is predicting that Americans will spend less on items they will need for the big game.

The NRF’s Super Bowl Spending Survey found that consumers would spend an average of $75 for a total of $14.1 billion. These figures are down slightly from 2016 when consumers spent an average of $82 for a total of $15.5 billion.

An estimated 188.5 million are expected to watch the New England Patriots battle the Atlanta Falcons on February 5, nearly equal to the viewership of Super Bowl 50 when the Denver Broncos defeated the Carolina Panthers.

“With the holidays past us, consumers are looking forward to spending time with friends and family for some good old-fashioned fun to celebrate the big game,” said Matthew Shay, NRF president and CEO. “Retailers will help fans prepare by making sure they are well stocked on decorations, party food, accessories and other Super Bowl necessities.”

Of the 76% of those surveyed who plan to watch the game, 80% said they will purchase food and beverages, 11% will buy team apparel or accessories, and 8% will splurge on new televisions to watch the game at home.

According to the survey, the 45 million people hosting a Super Bowl party should expect a full house, with 27% of those surveyed planning to attend a party to celebrate the big game. Bars and restaurants can also expect a good turnout with 12.4 million people planning to head out to watch at their favorite local spot.

More than 43% of viewers said the most important part is the game itself, 24% cite the commercials, 15% want to hang out with friends, and 12% said the half-time show is their top highlight.

The survey, which asked 7,591 consumers about their Super Bowl plans, was conducted January 4-11 and has a margin of error of plus or minus 1.1%.