NRF: Super Bowl spending on the rise

Washington, D.C. – An estimated 184 million viewers will watch Super Bowl XLIX on Sunday, Feb. 1. According to NRF’s Super Bowl Spending Survey conducted by Prosper Insights & Analytics, average viewer spending will reach a survey high of $77.88, up from $68.27 in 2013.



Total spending is expected to reach $14.3 billion. Young adults ages 18-24 plan on spending an average of $95.92; those ages 25-34 and 35-44, however, will spend slightly more at an average of $101.54 and $102.82, respectively.



Of the 76% planning to watch the game, nearly eight in 10 (79%) will purchase food and beverages, 11% will buy team apparel or accessories, and 9% will buy new televisions. About 13 million consumers will watch the game at a bar or restaurant.



While more than three-quarters (77%) of viewers say they look at Super Bowl commercials as entertainment, others feel that the commercials make them more aware of the advertiser’s brand (20%). For those who do not have favorable opinions of the commercials, many think the advertisers should save their money and pass the savings along to the consumers (17%) and 10% say the commercials make the game last too long.



“With renewed confidence in the economy and the outlook for 2015, consumers are looking forward to some good old-fashioned fun with their friends and family to celebrate the big game,” said NRF president and CEO Matthew Shay. “Retailers will take full advantage of the expected traffic from avid fans by making sure they have adequately invested in décor, party food and accessories and other Super Bowl-related inventory.”



“Returns and refunds can’t be overlooked,” said Kevon Hills, StellaService VP of research. “An easy returns and refunds experience can definitely have an impact on customer loyalty and word-of-mouth.”