NRF: Retail sales outlook positive for Super Bowl
It’s shaping up to be a big year for the big game.
American consumers are expected to spend an average $81.17 for a total of $15.3 billion as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in the Super Bowl on Feb. 4, according to the annual survey by National Retail Federation and Prosper Insights & Analytics. Total spending is estimated to rise 8.5% from $14.1 billion in 2017, while projected viewership is the same as last year.
Of the 76% of those surveyed who plan to watch the game, 82% say they will purchase food and beverages — up slightly from 80% year — and the highest in the survey’s history. Another 11% 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% planning to purchase each, also unchanged. Consumers 25 to 34 years old 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 VP of strategy Phil Rist said. “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 to make this year’s game the best one yet.”
American consumers are expected to spend an average $81.17 for a total of $15.3 billion as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in the Super Bowl on Feb. 4, according to the annual survey by National Retail Federation and Prosper Insights & Analytics. Total spending is estimated to rise 8.5% from $14.1 billion in 2017, while projected viewership is the same as last year.
Of the 76% of those surveyed who plan to watch the game, 82% say they will purchase food and beverages — up slightly from 80% year — and the highest in the survey’s history. Another 11% 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% planning to purchase each, also unchanged. Consumers 25 to 34 years old 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 VP of strategy Phil Rist said. “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 to make this year’s game the best one yet.”