According to the latest numbers from the National Retail Federation, American adults are expected to spend an average of $81.17 per adult for a total of $15.3 billion this year. The annual survey by NRF and Prosper Insights & Analytics projects that total viewership will remain about the same as last year (roughly 188.5 million people), but spending will be up around 8.5 percent from the $14.1 billion spent in 2017.
“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,” NRF President and CEO Matthew Shay said in a statement. “Super Bowl shoppers will find retailers well-stocked on decorations, apparel, food and all other necessities to cheer on their favorite team.”
Of the 76 percent of people who said they plan to watch the game, 82 percent said they would purchase food and beverages, up from 80 percent last year and the highest in the NRF Super Bowl survey’s history. The percent of those who said they planned to purchase a new television for the game this year (8 percent) was unchanged from a year ago.
“Consumers are carrying strong spending momentum from the holiday season into their Super Bowl festivities,” Prosper Executive Vice President of Strategy Phil Rist said in the statement. “This is evident through increased plans for purchasing while the number of viewers remains steady with last year. Fans aren’t afraid to spend a few extra dollars to make this year’s game the best one yet.”
According to the survey, 18 percent (45 million) will host a Super Bowl party, with 28 percent (69 million) planning to attend one. Another 5 percent (11 million) will head out to a local bar or restaurant for the game.