American adults say they will spend an average $81.30 for a total of $14.8 billion as they watch the New England Patriots and the Los Angeles Rams meet up in the Super Bowl next month, according to the National Retail Federation. The average spending is virtually unchanged from last year’s $81.17 and is the second-highest in the history of the survey after a record of $82.19 set in 2016. The total amount is down from last year’s $15.3 billion, primarily because fewer people plan to watch the game – 182.5 million this year compared with 188.5 million last year. The overall spending is still the third-highest on record, after last year’s figure and $15.5 billion in 2016. Other findings:
– The biggest spenders are those ages 35-44 at an average $123.26 while the lowest are those 65 and older at $40.97. Viewers in the Northeast plan to spend the most, at an average $94.89, followed by the West at $84.01, the South at $79.09 and the Midwest at $69.24.
– 72% of adults plan to watch the game, down from 76% last year. Among those watching, 79% plan to buy food and beverages, 10% team apparel and accessories, 7% decorations, also 7% for new televisions, and 4% furniture such as entertainment centers.
– Close to a quarter (24% or 61 million) plan to attend a party, while 17% (44 million) will throw one while 5% (13 million) will watch in a bar or restaurant. The largest share of those watching (43%) say the game is the most important part of the event, but 23% cite the commercials, 14% getting together with friends, 13% the halftime show and 7% the food.
– 76% see the commercials as entertainment and only 10% say they are influenced to make a purchase, but the ads carry more weight among younger viewers. Of those ages 18-24, 17% say the commercials influence them to buy and 16% are prompted to search online for more information.