Retail group estimates Nevadans will spend $128M on Super Bowl

Retailers and consumers are gearing up for Super Bowl XLIX when the defending champions, the Seattle Seahawks, will take on the New England Patriots in Glendale, Ariz.

The Seahawks’ dramatic win over the Green Bay Packers in the NFC Championship made them the first team to return to the Super Bowl two years in a row since the New England Patriots claimed the championship in 2004 and 2005. Meanwhile, the Patriots are looking to reclaim their title for the first time since their 2005 victory after losing to the New York Giants in 2008 and 2012.

A record 75.8 percent of consumers ages 18 and over are planning to watch the big game this year according to the National Retail Federation (NRF), which translates into about 184 million people in the United States. In addition, viewers are planning to spend an average of $77.88 on food, additional or upgraded televisions, decorations and other gear to enhance their viewing experience, which represents a substantial 14.1-percent increase from the average of $68.27 reported last year. As a result, total Super Bowl spending nationwide is expected to reach an estimated $14.3 billion in 2015.

Assuming national trends hold true in Nevada, the Retail Association of Nevada (RAN) estimates that 1.6 million Nevadans ages 18 and over will be watching the championship game this year. Spending on the big game is expected to reach $127.8 million this year, which represents an increase of 16.6 percent when compared to the total of $109.6 million estimated last year.

Senior vice president of RAN, Bryan Wachter, said, “Average spending on this year’s festivities is expected to be the highest it has ever been as more viewers are looking to have a little fun with family and friends during the biggest sporting event of the year. Consumers are finding the economic recovery encouraging and are becoming more willing to spend their money on events and items that may have been too ‘frivolous’ during the recession.”

The NRF reports that 43.5 percent of viewers plan to throw or attend a party, while another 5.5 percent will be watching at a bar or restaurant. Also, food and beverages will be on the top of viewers’ shopping lists as 79.3 percent plan to purchase these items. Viewers will also purchase team apparel or accessories (10.8 percent), televisions (8.8 percent), decorations (7.4 percent) and furniture (3.9 percent), according to the NRF.

When asked what the most important part of the big event is, 46.8 percent of consumers said the game itself. Meanwhile one-fourth (25.1 percent) of viewers are more interested in the commercials. An additional 16.2 percent simply enjoy the excuse to get together with friends, while 11.9 percent said their favorite part is the half time show.

The big game in Nevada in numbers

144,000 Televisions…According to the NRF, 8.8 percent of viewers plan to purchase a television, up from 7.2 percent last year. If the 1.6 million viewers in Nevada (ages 18 and over) follow this trend, RAN estimates that 144,000 televisions will be purchased this year, which represents an increase of 24.9 percent from 116,000 last year.

64,000 Chairs or TV Tables … NRF estimates that 3.9 percent of viewers plan to purchase furniture for the big game, compared to 3.4 percent last year. In Nevada, this would equate to an estimated 64,000 consumers or pieces of furniture, up 17.3 percent from 55,000 last year.

121,000 Decorating Fans … Roughly 7.4 percent of viewers plan to purchase decorations, according to the NRF survey, up from 6.0 percent in 2014. RAN estimates that 121,000 viewers in Nevada have plans to purchase decorations for the big game this year, up 26.1 percent from 96,000 last year.

177,000 Team Apparel Purchases…According to the NRF, the share of viewers planning to purchase team apparel reported the largest increase in survey history in 2015, rising from 8.1 percent to 10.8 percent. Using these estimates, RAN expects 177,000 viewers to purchase team apparel this year, up 36.3 percent from 130,000 in 2014.

9.3 Million Chicken Wings…The National Chicken Council estimates that 81 percent of adults in the United States eat chicken wings and expects 1.25 billion wings to be consumed nationwide during the big game, which is flat from 2014 estimates. RAN estimates that 9.3 million chicken wings will be eaten in Nevada during the game this year, assuming 81 percent of viewers consume an average of seven wings per person.

$120 Million Wagered…According to the Nevada Gaming Control Board, gross wagering on the Super Bowl totaled $119.4 million in 2014. RAN expects gross wagering to top $120 million in 2015, setting a new high.