Retail Sales to be Up for Super Bowl 50

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

April 6, 2018

Retail Sales to be Up for Super Bowl 50

NRF says sales for Super Bowl activities projected to grow.

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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 $82.19 on food, décor, team apparel and more, up from $77.88 last year (and the highest in the survey’s history).

Total spending is expected to top $15.5 billion.

“Two stellar 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,” says Matthew Shay, president and chief executive officer, NRF. “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.”

Nearly 188.9 million Americans are expected to watch the Denver Broncos and Carolina Panthers compete for the

Super Bowl 50 championship title, Feb. 7.

This year’s projections are up over 2015’s estimated 183.7 million American viewers.

Other key highlights from the survey include:

  • 34.7 percent believe the football game is the most important part of the day, meanwhile 17.7 percent say the commercials are and 4.5 percent believe enjoying the fun food is the most important for them.

    • 43.3 million fans are planning to throw a Super Bowl party. Another 70 million say they’d rather let their friends and relatives do the hosting and attend one instead.

      • 79.8 percent of viewers and partygoers will purchase food.

        • 7.7 percent of Americans plan to purchase a new TV to enjoy the game, which could mean an estimated 8.6 million new TV sets.

          • 11.1 percent of those planning to watch the game will buy team apparel or accessories.

            • Nearly eight in 10 Americans say they view the commercials during the Super Bowl as entertainment, while 17.5 percent say they make them aware of advertisers’ brands and 10.3 percent said they influence them to buy products from the advertisers.

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