More than 172 million Americans are expected to watch the San Francisco 49ers take on the Baltimore Ravens in Super Bowl XLVII on Feb. 3.
That’s good news for merchants, as shoppers are expected to spend an average of $68.54 on game-day items like new TVs, snacks, athletic apparel and decorations.
The average may seem low, but it adds up. In all, Americans are projected to spend $12.3 billion prepping for the game that pits two brothers, the head coaches of each team, against each other, according to a survey by the National Retail Federation’s BIGinsight.
Last year, Americans spent an average of $63.87, the survey reports.
Fans will spend the biggest chunks of their Super Bowl budgets on food and snacks, but about 3.9 million households are predicted to buy new furniture, including new couches and entertainment centers to watch the game. About 7.5 million will buy items to decorate their homes and 17 million viewers will purchase team apparel, up from 14.8 million last year, the survey finds.
Additionally, an estimated 39.4 million people are expected to throw a Super Bowl party, about 59.9 million will attend a party, and 10.1 million people will go to a restaurant or bar to catch the game.
“Gathering with friends and family for the Super Bowl is an American tradition, and this year it seems consumers are in the mood to celebrate—which is good news for retailers who typically see slower online and foot traffic during these months,” says Bill Thorne, NRF’s senior vice president. “As one of the biggest weekends of the year for sports fanatics, we expect to see a variety of promotions in the coming days surrounding appetizers and drinks at restaurants, football décor, athletic apparel, and, of course, new TVs.”
