NRF: Retail Spending Puts the Super into Super Bowl

In What's New, Industry News by Accessories Staff

superbowlWashington—While Metro New York City retailers are preparing for a boom in business this weekend as the first-ever Super Bowl is held here, business across the country stand to benefit from the Denver Broncos vs. Seattle Seahawks match-up on Sunday, Feb. 2.

According to the NRF’s Super Bowl Spending survey conducted by Prosper Insights and Analytics, some 181 million viewers will spend an average $68.27 on game day 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/CEO Matthew Shay.

Commercial Appeal?

According to the survey, more than three-quarters (77%) will spend money on food and beverages, but sales of Super Bowl and team-themed apparel and accessories also will be popular. In fact, 8.1% say they will purchase team apparel or accessories in conjunction with the annual event.

Other spending will be on entertaining. 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.

Although the main event is the NFL final, seeing friends and commercials also carry some weight: nearly half (47.5%) said the game is the most important part, and 17.3% percent said getting together with friends mattered most.

Interestingly, the famous Super Bowl commercials were cited by about a quarter of the survey respondents as the most important part. And, 45- to 54-year olds are the ones who rank commercials highest when it comes to the most important part of the game (21.4%), higher than any other age group.

But not everyone has favorable opinions: 17.8% believe advertisers should save their money and pass on savings to their customers, and 9.3% 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% vs. 26.7%), 18 to 24 year olds will spend an average of $92.83 on Super Bowl-related celebrations; their slightly older counterparts (ages 25 to 34) will spend the most ($101.51).

About the Survey

The NRF’s 2014 Super Bowl spending survey was designed to gauge consumer behavior and shopping trends related to the Super Bowl. The survey was conducted for NRF by Prosper Insights and Analytics. The poll of 6,417 consumers was conducted from January 2 to 13 and has a margin of error of plus or minus 1.2 percentage points.


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