American adults say they will spend an average $81.30 (or $14.8 billion total) as they watch the New England Patriots and the Los Angeles Rams play in Super Bowl LIII on Sunday (2.3.2019), according to the annual survey released today by the National Retail Federation (NRF) and Prosper Insights & Analytics. The purchasing is down a bit, but there are reasons why.
$14.8 billion | 2018: Super Bowl LII party related spending
$15.3 billion | 2017: Super Bowl LI party related spending
$15.5 billion | 2016: Super Bowl X party related spending
182.5 million | 2018: People saying they were going to watch the game
188.5 million | 2016: People saying they are going to watch the game
Why are fewer fans purchasing items this year?
According to the NRF, it is primarily because fewer people plan to watch the game. However, despite the viewership dip, the overall spending is still the third-highest on record, after last year’s figure and $15.5 billion in 2016.
“Spending is expected to be at one the highest levels we’ve seen. And retailers are ready whether you need food, team jerseys, decorations or a new TV.”
Matthew Shay, NRF CEO and President
$81.17 (per adult) | Superbowl LIII will be second-highest spending in the history of the survey
$82.19 (per adult) | Record high Superbowl spending (2016)
$182.5 million (2018) | Total estimated Superbowl spending this year
Super Bowl plans
24% (61 million) | Plan to attend a party
17% (44 million) | Will throw a party
5% (13 million) | Will watch in a bar or restaurant.
Among those watching, planned purchases:
79% | Plan to buy food and beverages
10% | Plan to purchase team apparel and accessories
7% | Plan to purchase decorations
7% | Plan to purchase new television
What is the most important part of the event?
43% | The game
23% | The commercials
14% | Getting together with friends
13% | The halftime show
7% | The food