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

Consumers want it all
 
As retailers and brands look to the future, they must focus on aligning offerings with these new consumer expectations.
Read more
10 NYC stores showcasing the future of retail
 
Take a quick look at these stores — and visit in-person next month during NRF 2022: Retail’s Big Show.
Read more
Retail predictions from 5 years ago: What did we get right?
 
Where retailers focused their energy in 2017
Read more
148 Million Americans Plan to Shop Super Saturday
 
More than 148 million consumers plan to shop in-store and online on the last Saturday before Christmas this year.
Read more
180 Million Shop Over Thanksgiving Holiday Weekend
 
Nearly 180 million Americans shopped during the Thanksgiving weekend five-day holiday shopping period.
Read more