Tuesday, 29 January 2019 14:32

Super Bowl Spending Expected to be a Touchdown for Retailers this Year

For Immediate Release: January 29, 2019
CONTACT: James Miller, This email address is being protected from spambots. You need JavaScript enabled to view it., (850)701-3015

More than $81 per person expected to be spent this year on food, drinks and decorations, as lure of the Super Bowl continues to attract everyone from diehard football fans to casual viewers

TALLAHASSEE, FL – The Florida Retail Federation (FRF), the state’s premier trade association representing retailers for over 80 years, says Florida families will spend an average of $81.30 per person to watch Super Bowl LIII between the Los Angeles Rams and the New England Patriots. The average cost per person is up slightly from 2018 and the second-highest on record, with total spending nationally expected to surpass $14.8 billion.

“The Super Bowl continues to be must-watch television for both loyal fans and those that haven’t watched a game all season,” said R. Scott Shalley, FRF President & CEO. “Consumers will stock up on food and drink as well as apparel and even new televisions. Florida’s retailers stand ready to provide everything needed for Super Bowl Sunday.”

According to FRF’s partners at the National Retail Federation’s annual Super Bowl Spending Survey conducted by Prosper Insights & Analytics, 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.

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.

“With Florida historically matching or exceeding national averages, this helps reinforce the strength of our economy. Florida retailers are excited about the opportunities provided by the biggest television event of the year,” said Shalley.

The survey found that 72 percent of adults plan to watch the game, down from 76 percent last year. Among those watching, 79 percent plan to buy food and beverages, 10 percent team apparel and accessories, 7 percent decorations, also 7 percent for new televisions, and 4 percent furniture such as entertainment centers.

Close to a quarter (24 percent or 61 million) plan to attend a party, while 17 percent (44 million) will throw one while 5 percent (13 million) will watch in a bar or restaurant. The largest share of those watching (43 percent) say the game is the most important part of the event, but 23 percent cite the commercials, 14 percent getting together with friends, 13 percent the halftime show and 7 percent the food.

The survey found that 76 percent see the commercials as entertainment and that only 10 percent say they are influenced to make a purchase, but the ads carry more weight among younger viewers. Of those ages 18-24, 17 percent say the commercials influence them to buy and 16 percent are prompted to search online for more information.

The Florida Retail Federation is the statewide trade association representing retailers -- the businesses that sell directly to consumers. Florida retailers provide one out of every five jobs in the state, pay more than $49 billion in wages annually, and collect and remit more than $20 billion in sales taxes for Florida’s government each year.

As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2010 sales of $2.4 trillion. www.nrf.com.


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