Super Bowl

2021 Super Bowl: Over 185 million estimated viewers

The latest consumer spending data from NRF and Prosper Insights & Analytics’ 2021 Super Bowl survey found that 186.6 million U.S. adults said they planned to tune in to the big game. 

With the ongoing impact of COVID-19, it’s no surprise that consumers’ Super Bowl celebration traditions looked a little different this year. While many typically use the game as an excuse to get together with friends, just 28 percent said they would be throwing or attending a party or watching the game at a bar, the lowest in the survey’s history.

But just because we had to celebrate differently this year, it didn’t mean everything had to change. 

Over the past year, consumers have become experts at making traditional events feel as normal as possible. From stocking up on fun food and beverages to team apparel or splurging on a new TV, 86 percent of viewers planned to make purchases to help mark the occasion. And they planned to spend $74.55 on average, for a total $13.9 billion nationwide.

See the data in the infographic below and explore NRF’s Super Bowl Dashboard for historical data and trends.

Spending for the big game
1
 

NRF has been conducting its annual Super Bowl survey for more than a decade to see how consumers expect to spend and celebrate over game day. Take a deeper look into the trends over time, and use the interactive charts to explore demographic breakdowns of total spending, average spending and what attracts consumers to the event.

The 2021 survey of 7,882 adults 18 and older was conducted by Prosper Insights & Analytics January 4-12 and has a margin of error of plus or minus 1.1 percentage points.

football party
Want more data?
Dig deeper into the numbers for demographic breakdowns of celebration and spending plans.

More on consumer trends

2021 Brings Back-to-Class Shopping to Record Levels
 
Consumers plan to spend record amounts for both school and college supplies as students return to in-person classrooms.
Read more
Consumers embrace physical retail as U.S. emerges from the pandemic
 
New research highlights how consumer expectations for physical shopping have changed.
Read more
The strategy behind Kate Spade New York and Hollister’s TikTok success
 
NRF Retail Converge: A discussion about meeting the consumer where they are and trusting creators.
Read more
More than Half of Retail Professionals Say Pandemic Accelerated Tech Product Launches
 
National Retail Federation and Euromonitor International release a new report on retail technology
Read more
Imperfect Foods’ perfect plan
 
Talking with CEO Philip Behn about the online grocer’s growth plan and focus on sustainability.
Read more
Using Retail Tech Innovation to Enhance the Customer Experience
 
In collaboration with NRF, Euromonitor International created this report to explore how digital shoppers have changed.
Read more