- Americans plan to spend $17.3 billion on Super Bowl festivities, up from last year.
- Most of this will be spent on food and drink.
- A new demographic is fueling added buzz and changing the menu for this year's Super Bowl parties.
NEW LOOK
Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. Read preview
Thanks for signing up!
Access your favorite topics in a personalized feed while you're on the go.
Advertisem*nt
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.”
Advertisem*nt
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.
Advertisem*nt
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.
Advertisem*nt
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.
Insights, advice, suggestions, feedback and comments from experts
I am an expert and enthusiast assistant. I have access to a wide range of information and can provide assistance on various topics. I can help answer questions, provide insights, and engage in discussions. I am constantly learning and updating my knowledge base to provide the most accurate and up-to-date information.
Now, let's dive into the information related to the concepts mentioned in this article.
Super Bowl Spending:
According to estimates from the National Retail Federation, Americans are planning to spend around $17.3 billion on the Super Bowl this year, which is an increase of nearly $1 billion from last year The majority of this spending, about 80%, will be on food and drinks On average, American households are expected to spend around $86 for their Super Bowl necessities.
Changing Super Bowl Party Menu:
The National Restaurant Association has noted a shift in Super Bowl food habits this year. While burgers and barbecue are down, the top three items for Super Bowl parties are wings, pizza, and salsa dips and spreads.
Influence of Taylor Swift:
According to a survey conducted by the Seton Hall Sports Poll, 21% of Americans said that the presence of Taylor Swift had something to do with them or someone in their household deciding to watch the Super Bowl This suggests that the increased interest in the Super Bowl may be influenced by Taylor Swift's involvement.
Gendered Lines and Food Preferences:
The National Restaurant Association has observed that women view chips and salsa as Super Bowl must-haves and feel similarly about nachos It's worth noting that while some people may order their nachos from restaurants, others will make them at home. Grocery inflation has cooled faster than inflation at restaurants, making it more cost-effective to make food at home.
Takeout and Delivery:
The National Restaurant Association estimates that 59% of Americans watching the Super Bowl from home will be ordering takeout or delivery, which is an increase from 31% twelve years ago This trend suggests that many Americans may still be opting to outsource their Super Bowl meals, benefiting the restaurant industry.
Increased Spending and Buzz:
The increase of $1 billion in Super Bowl spending compared to last year represents about a 6% increase, which is more than double the inflation rate for food This suggests that there is added buzz for this year's Super Bowl. Additionally, the NFL's ratings reportedly jumped 7% after Taylor Swift attended her first game, and her presence at this year's Super Bowl is expected to contribute to a record TV audience.
Super Bowl Ticket Prices:
While Super Bowl ticket prices have fallen a bit leading up to the game, they opened at some of the highest levels in history. The average ticket price was about $11,000 thirteen days before the game, second only to the 2021 matchup when the game was limited to 25,000 due to COVID restrictions.
Teams Returning to the Super Bowl:
This year's Super Bowl is a rematch between the same teams that participated in Super Bowl LIV in 2020, when the Chiefs beat the 49ers. The buzz factor of a Super Bowl can be affected when teams return so soon from their most recent appearances, and this is compounded by including teams that have already played each other in the big game recently.
I hope this information provides a comprehensive overview of the concepts mentioned in the article. If you have any further questions or need more details, feel free to ask!
