Retail Sales for Super Bowl to Decrease

The National Retail Federation reports that those celebrating the big game will spend slightly less than they did last year.

April 6, 2018

Retail Sales for Super Bowl to Decrease

NRF says sales for Super Bowl activities are projected to fall following last year’s record spending.


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

According to the NRF, viewers and partygoers will spend an average of $75 for a total of $14.1 billion, down from last year’s $82 and total of $15.5 billion. Additionally, the event celebrated its 50th anniversary last year, which contributed to its record retail sales.

“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,” says Matthew Shay, chief executive officer and president, NRF. “Retailers will help fans prepare by making sure they are well-stocked on decorations, party food, accessories and other Super Bowl necessities.”

Nearly 188.9 million Americans are expected to watch the Atlanta Falcons and New England Patriots compete for the Super Bowl LI championship

title, Feb. 5. The viewership is about the same as last year’s game.

Other key highlights from the survey include:

  • Of those who plan to watch the game, 80 percent say they will purchase food and beverages, 11 percent will buy team apparel and 8 percent will buy new televisions.

    • 27 percent of those surveyed plan to attend a party to celebrate the game.

      • 12.4 million people are planning to watch the game at a bar or restaurant.

        • 43 percent of viewers say the most important part is the game itself, 24 percent say commercials, 15 percent want to hang out with friends and 12 percent say the half-time show is the top highlight.

          • 78 percent watch the commercials for entertainment and 18 percent say they make them more aware of the advertiser’s brand. However, only 10 percent say the commercials influence them to purchase products.

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