Super Bowl Consumer Spending Expected To Decline

A poll of 1,500 past Super Bowl viewers found that 38 percent will spend less this year on food and drinks, with 29 percent planning to reduce spend and 9 percent not making any purchases for this year’s game.

The decline reflects fewer repeat watchers and fewer gatherings. Key findings of the survey include:

• 91 percent of past Super Bowl viewers plan to watch it again this year; however, viewing habits in the COVID-19 era will change;
• Nearly three-fourths (72 percent) plan to watch the game at home alone or with members of their household, up from 53 percent in 2020;
• 14 percent plan to watch at a gathering with members outside of their household, down from 39 percent last year;
• 3 percent plan to watch at a bar, restaurant, or another public place, down from 6 percent in 2020;
• 9 percent of past Super Bowl viewers don’t plan to watch the game, up significantly from 1 percent in 2020;
• 28 percent plan to order their Super Bowl groceries online, with 18 percent planning to order for pickup (e.g., Click & Collect), and 13 percent for delivery;
• 17 percent plan to order from a restaurant for takeout or delivery.