With record viewership expected, total consumer spending around the Super Bowl is expected to reach nearly $12.3 billion this year, according to the National Retail Federation (NRF). The average game watcher will spend $68.54 on new televisions, snacks, décor and athletic apparel, up from $63.87 last year.
The survey, conducted by BIGinsight, estimates that more than 179.1 million people will watch the game on Feb. 3, the most in the survey's nine-year history and up from an estimated 172.5 million last year.
Many of the purchases are tied to party planning. The survey found 39.4 million people (16.6 percent) will throw a party, and another 59.9 million (25.2 percent) will attend a party. Only 4.3 percent plan to watch the game at a restaurant or a bar.
Around purchases, the survey found:
Asked what was the most important part of the Super Bowl, only 45.3 percent said it was the actual game. More than one-quarter (26.2 percent) agreed it is the commercials; 18.8 percent, getting together with friends; and 9.6 percent, the Half Time Show.
But food takes center stage. Several surveys tout Super Bowl Sunday as the second biggest eating day of the year after Thanksgiving. The National Chicken Council predicts that 1.23 billion wing portions will be consumed over the weekend. The Hass Avocado Board estimates that 79 million pounds or 158 million avocados will be devoured during game gatherings this year.
Although articles are yet again already touting healthier alternatives for the day, Super Bowl Sunday remains a decadent food and drink day. "The dieter" — described as the "one counting calories on one of the most celebrated days of junk food" — ranked fourth in a survey of "most unwelcome" Super Bowl party guests, according to CouponCabin.com. A survey from Century 21 Real Estate found that 22 percent of 18-34 year olds plan to call in sick to work the next day.
What type of payback will retailers get from promoting healthier food options for Super Bowl Sunday?