Total consumer spending around Super Bowl 50 is expected to top $15.5 billion, according to the National Retail Federation's Super Bowl Spending Survey, conducted by Proper Insights and Analytics. Those celebrating will spend slightly more than in 2015, averaging $82.19 versus $77.88 last year.
"Two great teams going head-to-head and a historic game celebrating the 50th Super Bowl could make this one of the most-celebrated football games we've seen in some time," said NRF President and CEO Matthew Shay. "We expect retailers will be aggressive with promotions on food and decorations as well as athletic wear and electronics in the coming days as they look to entice those planning to watch the Super Bowl."
According to Shay, the excitement around the event should help boost retailers' and restaurants' sales for the start of 2016.
The survey found that 79.8 percent of partygoers and viewers will purchase food, as 43.3 million fans are planning to throw a Super Bowl party while another 70 million will be attending a party.
Of those watching, 7.7 percent of consumers will purchase a new television to enjoy the game—an estimated 8.6 million new TVs.
And 11.1 percent of those planning to watch will buy new team apparel and/or accessories, about 20.9 million new items purchased.
"The Super Bowl has become much more than something only football fans dream about for the entirety of the season," said Prosper's Principal Analyst Pam Goodfellow. "The growth in celebrations this year could be a result of increased interest among individuals who use sites like Twitter and Pinterest to bring out their creative skills when it comes to DIY party projects and even making festive game-day fare. Super Bowl Sunday is now more than just a game, it's an experience for all."
During the Super Bowl 2015, retailers were suspiciously absent from television ads, but many national chains were busy tweeting and engaging shoppers on social media in real time during the game. In total, 77 percent of those engagements were taking place on mobile, according to Engagor.
Overall, last February, retail reported a tough month of sales due to harsh weather, according to Euclid. The month's bright spot was Sunday, Feb. 1, when traffic, storefront conversions and average shopping durations were higher than in 2014 due to Super Bowl weekend activity and some early shopping for Valentine's Day.
-See this NRF press release
Mobile promos prove to be Super Bowl gold
Fewer promotions, harsh weather stifle February sales
February sales decline 10% amid winter weather
Valentine's Day spending up 4%
Valentine's Day highlights the new cycle of seasonal shopping