Beauty Store Business magazine - January, 2020

Super Bowl Spending up From Last Year

Average spending by this year's Super Bowl viewers will reach a survey high of $77.88, up from $68.27 last year, according to the National Retail Federation's Super Bowl Spending Survey, conducted by Prosper Insights & Analytics.

The most widely watched sporting event of the year will draw an estimated 184 million viewers when the Seattle Seahawks return to the Super Bowl after last year’s win to face the New England Patriots on Sunday, Feb. 1, for Super Bowl XLIX. Viewers are expected to splurge on everything from game day food and new televisions to athletic wear and decorations. Total spending is expected to reach $14.3 billion.

“With renewed confidence in the economy and the outlook for 2015, consumers are looking forward to some good old-fashioned fun with their friends and family to celebrate the big game,” said NRF president and CEO Matthew Shay. “Retailers will take full advantage of the expected traffic from avid fans by making sure they have adequately invested in décor, party food and accessories and other Super Bowl-related inventory.”

The survey found that young adults, aged 18 to 24, plan on spending an average of $95.92. And those aged 25 to 34 and 35 to 44 will spend slightly more at an average of $101.54 and $102.82, respectively. Furthermore:

Of the 75.8% of people planning to watch the game, 79% will purchase food and beverages; 11% will buy team apparel or accessories; 9% will splurge on new televisions to watch the game at home.

Nearly 43 million viewers plan to host a Super Bowl party. Close to 26% of those surveyed plan to attend a party. Generally, 13 million viewers plan to watch the game at their favorite spot, which could include bars and restaurants.

Not surprisingly, the game itself is the most important part of the event, according to 47% of viewers. Others say the most important part of the event:

  • are the commercials and hanging out with friends and family (41%)
  • is the half-time show (11.9%)
  • is the commercials (23% of 18- to 24-year-olds)
  • is getting together with friends (15% of 25- to 34-year-olds)

Viewers also have opinions about Super Bowl commercials:

  • 77% say they are entertainment
  • 20% say they make them more aware of the advertiser’s brand
  • 17% say the advertisers should save their money and pass the savings along to the consumers
  • 10% say the commercials make the game last too long

“More viewers than ever are planning to tune in on game day this year as these connected consumers reach to multiple channels to join in with other fans and follow their favorite national brands,” said Prosper’s principal analyst Pam Goodfellow. “Beyond the game, viewers will use this day to catch up with friends and family and treat themselves to their favorite game day treats.”