Super Bowl Retail Sales Outlook Positive

NORTH AMERICA—The National Retail Federation predicts that Super Bowl fans will spend nearly 8.5 percent more than they did last year, with consumers carrying positive holiday spending momentum into the big game season.

April 6, 2018

Super Bowl Retail Sales Outlook Positive

NRF projects to increases over last year’s losses.

NORTH AMERICA—The National Retail Federation predicts that Super Bowl fans will spend nearly 8.5 percent more than they did last year, with consumers carrying positive holiday spending momentum into the big game season.

The findings are part of a Super Bowl Spending Survey conducted with Prosper Insights and Analytics.

According to the NRF, individual viewers and partygoers will spend an average of $81.17, for a total of $15.3 billion, up from last year’s $75 each for a total of $14.1 billion.

“Consumers are carrying strong spending momentum from the holiday season into their Super Bowl festivities,” says Phil Rist, executive vice president of Strategy, Prosper. “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.”

An estimated 188.5 million people are expected to watch the New England Patriots and the Philadelphia Eagles compete for the Super

Bowl LII championship title, Feb. 4.

Other key highlights from the survey include:

•    Of those who plan to watch the game, 82 percent say they will purchase food and beverages, 11 percent will buy team apparel and 8 percent will buy new televisions.

•    Adults, ages 25 to 34, will spend the most of any age group at an average of $118.43.

•    18 percent (45 million) will host a Super Bowl party, with 28 percent (69 million) planning to attend one. Bars and restaurants will entice 5 percent (11 million).

•    41 percent say the most important part of the Super Bowl is the game itself, while 24 percent cite the commercials, 15 percent like getting together with friends, 14 percent watch for the half-time show and 7 percent are there for the food.

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