Survey: Americans to spend $11 billion celebrating Super Bowl

Washington, D.C. -- Survey results released Thursday by the Retail Advertising and Marketing Association, and conducted by BIGinsight, found that 173 million people will watch the Super Bowl football game on Sunday, Feb. 5, the most in the survey’s eight-year history and up from an estimated 171 million last year.

Consumer spending for the Super Bowl will reach an all-time high, too, with the average game-watcher expected to shell out $63.87 on related merchandise, apparel and snacks, up from $59.33 last year. Total Super Bowl spending is expected to reach $11.0 billion.

“With a few weeks of anticipation ahead of them, it seems millions of Americans are already planning to have a knock-out good time for Super Bowl XLVI,” said Mike Gatti, executive director, RAMA. “Hot on the heels of a solid holiday season, many retailers will look to meet consumer demand and expectations with big promotions on party essentials, including 3D televisions, team décor and apparel, and, of course, food and beverages.”

Grocery, apparel, electronics, sporting goods and home furnishing stores can expect to see their share of Super Bowl-related spending as sports fans head out to buy food and beverages (71.3%), team apparel or accessories (8.6%), decorations (6.4%), and furniture or a new entertainment center (2.4%).

Of those planning to watch the game, nearly 63.6 million (27.1%) are planning to attend a party, up from last year’s 61.2 million, and another 35.9 million (15.3%) plan to throw a party, also up from the 34.9 million who said they would host a party in 2011.

Of those planning to watch the game, at least 5.1 million (5.1%) will buy a new television specifically for the big day, compared with 4.5 million last year and the 3.6 million who said they would do so in 2010.