Economy Watch: Americans to Spend More on the Super Bowl This Year
While projected viewership is the same as last year, total spending is expected to be up 8.5 percent from 2017, according to a recent survey from the National Retail Federation and Prosper Insights & Analytics.
By D.C. Stribling, Contributing Editor
Americans are expected to spend an average of $81.17 for a total of $15.3 billion this weekend, as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in the Super Bowl, according to a survey released by National Retail Federation and Prosper Insights & Analytics. Projected viewership is the same as last year, but total spending is up 8.5 percent from 2017.
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 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.
“Consumers are carrying strong spending momentum from the holiday season into their Super Bowl festivities,” Prosper Executive Vice President of Strategy Phil Rist said in a statement. “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.”
