Market Overview

Big Year for the Big Game: Consumers to Spend $15.3 Billion on 2018 Super Bowl

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American adults are expected to spend an average $81.17 for a total of
$15.3 billion as an estimated 188.5 million people watch the New England
Patriots take on the Philadelphia Eagles in the Super Bowl next month,
according to the annual survey released today by National Retail
Federation and Prosper Insights & Analytics. Projected viewership is the
same as last year but total spending is up 8.5% from $14.1 billion 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. "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 those surveyed who plan to watch the game, 82
percent say they will purchase food and beverages — up slightly from 80
percent last year — and the highest in the survey's history. Another 11
percent will buy team apparel or accessories, unchanged from 2017. New
televisions and decorations hold a similar draw for those planning to
watch at home, with 8 percent planning to purchase each, also unchanged.
Those 25-34 will spend the most of any age group at an average of
$118.43.

According to the survey, 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) planning to watch at
their favorite local spot.

Of those watching, 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.

"Consumers are carrying strong spending momentum from the holiday season
into their Super Bowl festivities," Prosper Executive Vice President of
Strategy Phil Rist said. "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."

The survey, which asked 7,277 consumers about their Super Bowl plans,
was conducted January 3-10 and has a margin of error of plus or minus
1.1 percentage points. Full data results will not be published on
NRF.com but news media and analysts who require additional information
can contact press@nrf.com.

About Prosper Insights & Analytics

Prosper Insights & Analytics delivers executives timely,
consumer-centric insights from multiple sources. As a comprehensive
resource of information, Prosper represents the voice of the consumer
and provides knowledge to marketers regarding consumer views on the
economy, personal finance, retail, lifestyle, media and domestic and
world issues. www.ProsperDiscovery.com

About NRF

NRF is the world's largest retail trade association, representing
discount and department stores, home goods and specialty stores, Main
Street merchants, grocers, wholesalers, chain restaurants and Internet
retailers from the United States and more than 45 countries. Retail is
the nation's largest private-sector employer, supporting one in four
U.S. jobs — 42 million working Americans. Contributing $2.6 trillion to
annual GDP, retail is a daily barometer for the nation's economy.

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