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KEY POINTS

  • US consumers will spend an estimated $15.3 billion on Super Bowl-related retail purchases ahead of the February 4 event, according to the National Retail Federation (NRF) and Prosper Insights & Analytics.
  • Spending will be driven by younger consumers, who are more likely to participate in Super Bowl-themed activities than older consumers are, and who tend to spend more when they do participate. 

Super Bowl Spending Expected to Grow 8.5% Year over Year

US consumers will spend a total of $15.3 billion on Super Bowl-related retail purchases ahead of the February 4 event, according to new estimates from the NRF and Prosper Insights & Analytics.

  • This total marks an 8.5% year-over-year increase and is the second-highest estimate on record.
  • Positive consumer sentiment, which was reflected in strong holiday 2017 retail sales, is likely to support retail spending for Super Bowl 2018.
  • Spending will be driven by younger consumers, who are more likely to participate in Super Bowl-themed activities than older consumers are, and who tend to spend more when they do participate.

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Of the 76% who plan to watch the game, some 82% expect to buy food and beverages for the event; this is the highest level in the survey’s history. Around one in nine will buy team apparel or accessories and a smaller proportion will buy a new television or decorations.

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Spending will be supported by younger consumers:

  • Some 25.8% of those aged 18–34 plan to throw a party, compared to 18.0% of all of those planning to watch the Super Bowl.
  • Fully 38.3% of those aged 18–34 plan to attend a party, versus 27.5% of all Super Bowl viewers.
  • Average expected spend among 18–34-year-olds stands at $110, which is 20% higher than the overall average of $92, as we chart below.

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