PhotoAre you ready for some football? You've got a lot of company.

 

The National Retail Federation's (NRF) Super Bowl Spending Survey conducted by Prosper Insights and Analytics, say an estimated 188.9 million football fans, foodies, and social butterflies in the U.S. plan to watch the Denver Broncos and Carolina Panthers battle it out in Super Bowl 50 on February 7 -- up more than five million from those who planned to watch last year.

 

Those celebrating will also spend an average of $82.19 on food, decor, team apparel, and more -- the highest in the survey’s history. Total spending is expected to top $15.5 billion.

 

“Two great 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 CEO 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.”

Survey highlights

  • 34.7% say the football game is the most important part of the day (85 million) while 17.7% say the commercials are (43.4 million), and another 4.5% say enjoying the fun food is the most important for them (11 million);
  • 43.3 million fans are planning to throw a Super Bowl party (17.7%) while another 70 million say they’d rather let their friends and relatives do the hosting and attend one instead (28.6%);
  • 79.8% of partygoers and viewers will buy food;
  • 7.7% plan to buy a new TV to enjoy the game, which could amount to an estimated 8.6 million new televisions;
  • 11.1% 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 (78.6%) Americans say they watch the commercials during the Super Bowl as entertainment, while 17.5% say they make them aware of advertisers’ brands, and 10.3% said they influence them to buy products from the advertisers.

“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 demographics

  • 12.9% of 18-24 year olds say the halftime show is the most important part of Super Bowl Sunday for them, the highest of any age group. 
  • 20.4% of 45-54 year olds say the commercials are the most important part of the day; 20.2% of 35-44 year olds agree
  • 47.9% of 18-24 year olds are planning to attend a Super Bowl party -- significantly higher than the next highest age group – 38.7% of 25-34 year olds;
  • 29.9% of 25-34 year olds will host a party, more than any other age group.

 


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