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Super Bowl Sunday is a big deal to the majority of the population.

An estimated 111.3 Million people tuned in to Super Bowl 51 last year. The average consumer spent $75 each for a total of $14.1 Billion in Super Bowl spending in 2017.

67% of consumers will host a gameday viewing party, 45% of whom plan their party weeks in advance.

What are they buying and what inspires those purchases? This article explores Super Bowl spending trends to help retailers prepare for Super Bowl Sunday consumers.

Top Spending

There was a 62% increase in Super Bowl spending from 2007 to 2017, or an increase of $5.4 Billion in the last 10 years.

The top 5 planned purchases for the Super Bowl:

• food and beverages 80%

Half of all gameday viewers spend between $20-$50 on food and drink-related purchases.

• team apparel/accessories 11%

• 8% decorations

10% of all Super Bowl party hosts wait until they know which teams are playing in the game before buying gear for their parties.

• 8% new TV

An estimated 7 million consumers bought a new TV for Super Bowl 51 last year.

• 3% furniture (including entertainment centers)

Furniture purchases for Super Bowl Sunday have tripled in the last 10 years, with 1.1% of consumers making furniture purchases in 2018 and 3.3% in 2017,

Football Feasting

$2.54 Billion on snacks in the 2 weeks prior to the Super Bowl. 45% of consumers are more likely to use omnichannel services for a gameday party, or curbside pickup services, in-store pickup or same-day grocery delivery service.

87% of Super Bowl party goers say they eat more frequently on game day. Here are their top food and beverage purchases:

• 79% carbonated beverages

• 77% alcoholic beverages

• 75% tortilla chips

• 73% potato chips

• Top salty snacks purchased: Doritos, Lay’s, Ruffles, Cheetos and Fritos

• 83% grill on gameday

• Top meats purchased: hamburger, hot dogs, pizza, wings, chicken, bratwurst

• Americans were projected to eat 1.33 Billion chicken wings during the 2017 Super Bowl game, according to the National Chicken Council, which is a 2% increase from 2016.

Spending by category:

• $1 Billion salty snacks

• $53 Million deli sandwiches

• $12.6 Million veggie trays

• $53 Million in antacid sales, which is a 5% increase over average weekly antacid sales

Powering Purchases

24% of consumers buy fan gear from independent stores. But no matter where they are buying from, these are the characteristics from football-themed point-of-purchase displays that make consumers most likely to buy game day products:

• price 80%

• team spirit 62%

• in-store convenience 60%

• fun product packaging 45%

• fun display signage 34%

Inspiration for Super Bowl party planning mostly comes from these 2 places:

• 68% Pinterest

• 26% Facebook