It might not be an actual holiday, but consumers are ready to spend like it is. Americans are expected to shell out $87.17 on average for Super Bowl Sunday related items in the days leading up to the big game on Feb. 4. According to a report from the National Retail Federation (NRF), this number is up 8.5 percent from last year, amounting to a total of $15.3 billion in sales surrounding the event.
“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 Matther Shay said in the report. ”
An estimated 188.5 million people are expected to watch a the New England Patriots take on the Philadelphia Eagles in Super Bowl LII in Minneapolis — about the same viewership as 2017. Justin Timberland will command the halftime show stage, becoming the first musician to give three Super Bowl halftime performances.
NRF surveyed 7,277 people. Of the 76 percent of those people who said they would tune in to the game, 82 percent said they would purchase special food and beverages for the event — up from 80 percent last year, and the highest in the survey’s history. Another 11 percent said they would buy new team apparel or accessories, and 8 percent have plans to buy new televisions or decorations.
Alcohol will likely be the top expenditure. Food & Wine reports the average drinker plants to drop $44 on drinks for the game. Overall, those 25-34 will spend the most of any age group ($118.43) on snacks, drinks, and other party-related items.
According to the survey, 18 percent (45 million) people will throw parties with another 28 percent (69 million) planning to attending one. Bars and restaurants will see about 5 percent (11 million) people head their way.
Also see, The most searched Super Bowl recipe by state.