Colts and Bears alike will be doing the Super Bowl Boogie on Sunday when 69.7 percent of consumers plan to celebrate the big game, up from 65.9 percent last year. Super Bowl partiers expect to spend an average of $56.04 for game-related merchandise, up from $36.78 last year.
Total spending for the game is projected to hit $8.7 billion, according to the Retail Advertising and Marketing Association’s 2007 Super Bowl Consumer Intentions and Actions Survey.
Among Super Bowl enthusiasts, 69.3 percent will buy food and drinks for the game, and 6.3 percent will buy team apparel and accessories.
And get this: 1.3 million fans said they would buy new furniture, including new home entertainment centers. Amazingly, 2.5 million consumers expected to purchase a new TV for Sunday’s game. That’s up from 1.7 million who planned to buy a TV for last year’s game.
More people plan to throw a party this year than last — 12.8 percent vs. 9.8 percent. And those who aren’t giving a party will attend one — 26.8 percent vs. 24.3 percent last year. As many as 9.2 million people plan to watch the match-up at a restaurant or a bar.
Just over 32 percent say the game is the reason they’ll tune in, but 18.1 percent say they’ll watch because of the commercials. Those most likely to pay attention to the ads are the 18-to-24 age group (22.2 percent) and the 25-to-34 age group (26.3 percent).
Well, then, go Colts! And Bears!
The Retail Advertising & Marketing Association is a division of the National Retail Federation. The survey was conducted by BIGresearch.