Super Bowl retail preview: U.S. shoppers to spend $15.3b, second-highest amount on record

U.S. consumers will spend an estimated $15.3 billion on Super Bowl–related retail purchases ahead of the Feb. 4 event, according to the National Retail Federation (NRF) and Prosper Insights & Analytics. This total marks an 8.5 percent year-over-year increase and is the second-highest estimate on record.

Spending will be driven by younger consumers, who are more likely to participate in Super Bowl–themed activities than older consumers, and who tend to spend more when they do participate.

Positive consumer sentiment, which was reflected in strong holiday season retail sales in 2017, is likely to support retail spending for Super Bowl LII.

Holiday sales during November and December increased 5.5 percent over the same period in 2016 to $691.9 billion, as growing wages, stronger employment and higher confidence led consumers to spend more than had been expected. December alone was up 0.4 percent seasonally adjusted from November and up 4.6 percent unadjusted year-over-year.

To read the full Super Bowl retail preview, click here.