NRF: More Than 8 Percent of Fans Will Buy Apparel for the Big Game

1/27/2014
The most watched professional sport in America will draw an estimated 181 million viewers – 75.4 percent of the country – when the Denver Broncos take on the Seattle Seahawks on Sun., Feb. 2, for Super Bowl XLVIII.

And according to NRF's Super Bowl Spending survey conducted by Prosper Insights and Analytics, those viewers will spend an average $68.27 on gameday grub, athletic wear, decorations and televisions, which is essentially flat with last year's $68.54. Total spending is expected to reach $12.3 billion.

"As football fans gear up for the most anticipated game of the season, retailers are making sure they have an ample assortment of accessories, dÉcor, athletic apparel items and even new televisions," said NRF president and CEO Matthew Shay.

According to the survey, more than three-quarters (77 percent) will purchase food and beverages, 8.1 percent will purchase team apparel or accessories, and 7.2 percent are planning on buying a new television to watch the game with friends and family.

This year, nearly 39 million viewers plan to throw a party and they can expect a high guest turnout, with 62 million eager viewers planning to attend a party. Restaurants and bars will see their share of fans; the survey found 10 million fans will enjoy the game from their favorite local establishment.

There's no denying the game itself is the most important part of the big day for millions of fans, but according to the survey, of those planning to watch the game, seeing friends and commercials also carry some weight: nearly half (47.5 percent) said the game is the most important part, and 17.3 percent said getting together with friends mattered most. And, while on average one-quarter of adults (24.9 percent) say the commercials are the most important, 45-54 year olds are the ones who rank commercials highest when it comes to the most important part of the game (21.4 percent), higher than any other age group.

And for those who do have opinions about the commercials, 78.4 percent agree they are entertaining. Viewers also say commercials make them aware of the advertiser's brand (16.9 percent). But not everyone has favorable opinions: 17.8 percent believe advertisers should save their money and pass on savings to their customers, and 9.3 percent say they make the game last too long.

"The Super Bowl is one of the most beloved events for sports fans, and those celebrating this year will look to make the most of the big day while also keeping in line with their budgets," said Prosper's Consumer Insights Director Pam Goodfellow.

Consumers of all ages enjoy the Super Bowl for different reasons. While young adults are more likely to attend a party than throw a party (38.2 percent vs. 26.7 percent), 18-24 year olds will spend an average of $92.83 on Super Bowl-related celebrations; their slightly older counterparts (ages 25-34) will spend the most ($101.51).
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