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

5 key takeaways on the evolving customer journey
 
Insights on consumer sentiment from the WWD report.
Read more
2022 and Beyond: The Evolving Customer Journey
 
The NRF participated in a Women’s Wear Daily’s special executive report, sponsored by American Express.
Read more
Halloween Spending Soars as Celebrations Near Pre-Pandemic Levels
 
Consumer spending on Halloween-related items is expected to reach an all-time high.
Read more
Navigating the brave new world of bricks-and-mortar retail
 
How the pandemic helped flagship stores merge the digital and physical worlds.
Read more
Growing a digital-first home goods store with Parachute
 
Retail Gets Real episode 237: Founder and CEO Ariel Kaye on accelerated growth during the pandemic.
Read more
Inside Levi’s digital strategy
 
Retail Gets Real episode 236: How the iconic brand is becoming a digital powerhouse.
Read more