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Super Bowl viewers are ready to splash their dollars and shout over a football game this year.
Americans are planning on spending around $17.3 billion on the Super Bowl for things like food, beverages, apparel, and decorations, according to estimates from the National Retail Federation — up by nearly $1 billion from last year. And about 80% of that will be on food and drinks, per NRF.
In total, American households are expected to spend a total of around $86 on average for their Super Bowl necessities. They’re also shaking up what their game day menus will look like: Don’t expect a simple spread of meat fresh off the grill at your parties come Sunday. The National Restaurant Association said that Super Bowl food habits are shifting a little this year.
“Looking, of course, at what America's must-haves are for a Super Bowl party, burgers, and barbecue are down this year,” Sean Kennedy, executive vice president of public affairs at the National Restaurant Association, said in a US Chamber of Commerce press call. “The top three items: wings, pizza, and then salsa dips and spreads.”
Then there's the Taylor Swift of it all.
A new demographic is tuning in for what could be a record-breaking number of viewers. 21% of Americans surveyed by the Seton Hall Sports Poll said that yes, the presence of Taylor Swift had something to do with them or someone in their household deciding to watch the game. It makes sense that spending is up and that it's following more gendered lines.
For example, Kennedy said that women, by a sprawling margin, view chips and salsa as Super Bowl must-haves and feel similarly about nachos.
While some may order their nachos from restaurants, others will make them at home. As grocery inflation has cooled much faster than inflation at restaurants, it’s only recently that it’s started to become a better deal to make food at home than order out.
However, many Americans may still be opting to outsource their Super Bowl meals — a boon for the restaurant industry. The National Restaurant Association estimates that 59% of the nearly 70% of Americans watching from home will be ordering takeout or delivery — up from 31% of Americans ordering takeout and delivery 12 years ago.
The increase of $1 billion over last year’s Super Bowl represents about a 6% increase in spending, more than double the inflation rate for food in the most recent Consumer Price Index, which was under 3% in December.
This big jump in spending suggests that there is at least some added buzz for this year’s Super Bowl, something supported by other evidence.
While Super Bowl ticket prices have fallen a bit heading up to the Super Bowl, they opened on the day after the AFC and NFC Championship games at some of the highest levels in history. The average ticket price of about $11,000 13 days before the game second only to the 2021 matchup when the game was limited to 25,000 due to Covid restrictions during the pandemic.
At least some of that increased interest in the Super Bowl is almost certainly due to Swift, who is expected to be at the game.
CEO David Steinberg of Zeta Global, an AI-powered marketing cloud, told CNBC this week that the NFL's ratings jumped 7% after Swift attended her first game in September. They are predicting a record TV audience for this year's Super Bowl because of her impact.
Chiefs owner Clark Hunt discussed the growth of the team's fanbase due to Swift during an interview on CNBC, saying the team’s female audience grew “leaps and bounds” during the second half of the season.
The increase is also significant considering this is a rematch between the same teams that participated in Super Bowl LIV in 2020, when the Chiefs beat the 49ers. A Super Bowl’s buzz factor can be hurt by teams returning so soon from their most recent appearances — this is the Chiefs’ fourth Super Bowl appearance in the last five years — and this one is compounded by including teams that already played each other in the big game recently.
FAQs
Spending on food, drinks, decorations, apparel and other goods could total $17.3 billion, the National Retail Federation says. The average American consumer will spend $86 on the Super Bowl this year, according to new reporting by the National Retail Federation.
How much money per customer will be spent on the Super Bowl? ›
In all, spending on food, drinks, apparel, party decorations and other categories related to the Super Bowl is expected to reach $17.3 billion, according to the NRF. That's up about $1 billion from last year's game and breaks down to roughly $86 per person.
How much money is spent on Super Bowl parties? ›
Super Bowl Fans Will Spend $17.3 Billion On Party Fare, Despite Rising Food Prices. Contributor. I cover issues and trends in the food, retail and agriculture sectors.
How much money do people spend on the weekend of the Super Bowl? ›
According to CBS News and a recent National Retail Federation survey, a record 200.5 million Americans plan to tune in to the Super Bowl this year. Those watching expect to spend an average of about $86.04, with an estimated national spend of $17.3 billion.
How much is a hot dog at the Super Bowl? ›
Super Bowl concessions prices: $17 Bud Lights, $13 hot dogs destroy wallets for the big game.
How much is a burger at the Super Bowl? ›
A burger with fries will set fans back $12, while chicken strips and fries are $13. Nachos are going for $11, while a bratwurst is $12 — though an all-beef hot dog is $8. Only want the fries?
How much did Las Vegas make off the Super Bowl? ›
The southern Nevada metro area is estimated to benefit $138.6 million from the Super Bowl, per the U.S. Chamber of Commerce.
Who pays for the halftime show? ›
“The NFL covers all costs associated with the show and does pay the performers' union scale. There is not an appearance fee, but the artists are indeed paid union scale,” Brian McCarthy, the NFL's vice president of communications, told Newsweek in 2022.
How much money will the 2024 Super Bowl generate? ›
The Super Bowl is expected to generate a gross economic impact of $1.1 billion for the Las Vegas economy. That includes a projected 150,000 visitors who are forecast to spend $215 million on food and beverages, hotels, Super Bowl merch, and more.
What is the #1 food consumed at Super Bowl parties? ›
"But what are people ordering for their Super Bowl watch parties?" is a question you may ask yourself because you're looking to create a game day menu. The three most popular Super Bowl dishes people order are pizza, chicken wings, and chips with dips.
No. Like past performers, no one is paid for their halftime show performance. Per Forbes, the artists are paid on a “union scale,” which is just a fraction of the six or seven-figure profit they usually rake in for a gig and is a minimum wage guaranteed by a union contract.
How much did Jesus spend on the Super Bowl? ›
In the middle of all these problems, Jesus needs a $100 million marketing campaign? Estimates suggest that 30 seconds of commercial time during Super Bowl LVIII cost $7 million. The two “He Gets Us” ads added up to 75 seconds.
How much do Super Bowl halftime performers get paid? ›
How much do Super Bowl halftime performers get paid? Performers for the NFL halftime don't collect an actual paycheck for their show. It's basically like a massive advertisem*nt to purchase their music, go to their concerts and support their endorsem*nts.
How much money does the Super Bowl make for the city? ›
An estimated 60% of all Americans viewed the 2023 Super Bowl. Edwards, who studies the legacy of mega sporting events, added that the Super Bowl's economic impact has been largely exaggerated, with the game likely only generating about $150 million in net direct income to residents.
What is the #1 Super Bowl food? ›
#1- Wings. According to the National Chicken Council, 1.45 billion chicken wings are expected to be consumed for Super Bowl Sunday. They're an easy, shareable food item that comes in many different options, such as garlic parmesan, lemon pepper, cajun, and many many more.
How much is a pizza at the Super Bowl? ›
Pictures from inside the Allegiant Stadium this Super Bowl week have shown exactly what people will have to pay for basic food and drink. When it comes to a single slice of double pepperoni pizza, you're looking at $13.99 (£11.09). It's a dollar less without the meat.
How much pizza is eaten for Super Bowl? ›
325 million gallons of beer were consumed during the Super Bowl LIII. Americans buy 12.5 million pizzas on Super Bowl Sunday. Popcorn consumption goes up 45% during Super Bowl. Buffalo Wild Wings sold over 14 million traditional and boneless wings on Super Bowl Sunday 2019.
How much pizza is eaten on Super Bowl Sunday? ›
The American Pizza Community (yes, it's a thing) said that over the last few years, about 12.5 million pizzas are ordered, baked, and delivered to football fanatics on Super Bowl Sunday.
