SuperBowl Spending to Surpass 2011 Tally

More than 172 million people will watch SuperBowl Sunday on February 5, according to a new survey by the Retail Advertising and Marketing Association (RAMA) conducted by BIGinsight. That number marks the most in the survey’s eight-year history and is up from an estimated 171 million last year. Consumer spending for the Super Bowl will reach an all-time high, at $11.0 billion, with the average game-watcher expected to spend $63.87 on related merchandise, apparel and snacks, up from $59.33 last year.

“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,” says Mike Gatti, executive director, RAMA.

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 percent), team apparel or accessories (8.6 percent), decorations (6.4 percent) and furniture or a new entertainment center (2.4 percent).

Of those planning to watch the game, at least 5.1 million (5.1 percent) will buy a new television specifically for the big day, compared to 4.5 million last year.