American consumers will spend an average of $75 for a total of $14.1 billion as an estimated 188.5 million watch the Atlanta Falcons face the New England Patriots in Super Bowl LI on February 5, according to the National Retail Federation’s annual Super Bowl Spending Survey conducted by Prosper Insights & Analytics. Viewership is about the same as last year’s 188.9 million but the spending is down from an average of $82 and a total of $15.5 billion.
Of the 76 percent of those surveyed who plan to watch the game, 80 percent say they will purchase food and beverages, 11 percent will buy team apparel or accessories, and 8 percent 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 percent 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.
“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, president and CEO of NRF. “Retailers will help fans prepare by making sure they are well stocked on decorations, party food, accessories and other Super Bowl necessities.”
“As a favorite American past-time, the Super Bowl is a great chance for viewers to reconnect with friends and family after having a nice break after the holiday season,” added Pam Goodfellow, principal analyst at Prosper. “Even though the number of viewers is slightly down this year, plenty are still planning to enjoy the day by watching it at their favorite bar or friend’s place, wearing their lucky jerseys and hoping their favorite team wins.”