A record number of Americans--173 million people, up from an estimated 171 million last year--will be celebrating the Super Bowl on Sunday, Feb. 5, according to a survey of more than 9,300 consumers commissioned by the Retail Advertising and Marketing Association and conducted by BIGinsight.
Consumer spending is expected to reach new heights as well, with the average viewer expected to shell out $63.87 on related merchandise, apparel and snacks, up from $59.33 last year. Total Super Bowl spending is expected to reach $11.0 billion.*
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Groceries can expect to see their share of this spending, with 71.3 percent of fans planning to buy food and beverages. Nearly 63.6 million people (27.1 percent) are planning to attend a party, up from last year's 61.2 million, and another 35.9 million (15.3 percent) plan to host a party, also up from the 34.9 million in 2011.
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