Food For Bought: Consumers Will Spend A Record $18.6B For Super Bowl LIX

By. Barry Janoff

February 3, 2025: Even if the Kansas City Chiefs do not set a record by winning their third consecutive Super Bowl (aka Three-Chiefs), the game itself will establish new marks in consumer spend.

More than 203 million adults are expected to watch Super Bowl LIX when the Chiefs face the Philadelphia Eagles in Caesar’s SuperDome Feb. 9 (Fox).

Of those, 113.7 million people plan to throw or attend a party, and another 17.6 million plan to watch the game at a bar or restaurant.

Total spend on food, drinks, apparel, decorations and other purchases for the day is expected to reach a record $18.6 billion, or $91.58 per person, according to the just-released 2025 Super Bowl Spending Survey from the National Retail Federation, conducted by Prosper Insights & Analytics.

That is up more than $1 billion from Super Bowl LVIII, when total spend was $17.3 billion, and up more than $2 billion from Super Bowl LVII when total spend was $16.5 billion.

The average spend per person is up from $86.04 from last year’s Super Bowl.

During COVID-19 years, spend was down to $13.9 billion for Super Bowl LV (February 2021) and $14.6 billion for Super Bowl LVI (February 2022).

The total spend for Super Bowl LIX tops the previous mark of $17.2 billion and average per-person spend of $88.65, both for Super Bowl LIV in February 2020, which took place just as the COVID-19 situation was being seen as a national risk.

Food and beverages are the most popular purchase.

Of those polled, 81% will spend money on food and beverages, followed by team apparel (14%), TVs (10%), decorations (8%) and furniture (6%), according to the 2025 Super Bowl Spending Survey.

The game itself if most important to 43% of viewers.

The Apple Music Halftime Show, this year fronted by Kendrick Lamar, is most important to 19% of viewers.

The commercials are most important to 17% of viewers.

According to CNBC Sports, Fox has sold out of ad spots for Super Bowl LIX, with more than ten commercials selling for a record $8 million, Food and beverage companies will take up the bulk of air time, but artificial intelligence and pharmaceutical companies took a bigger share of commercials this year.

Among the brands that have confirmed Super Bowl LIX commercials:

• Snacks and Food-related: Coffee Mate, Door Dash, Doritos, Dunkin’, Häagen-Dazs, Hellmann’s, Instacart, Lay’s, Little Caesars, Nerds Candy, Pringles, Reese’s, Ritz Crackers, Taco Bell, Totino Pizza Rolls and Uber Eats.
    
• Beverage and Beer: Busch Light, Bud Light, Budweiser, Coors Light, Cirkul, Liquid Death, Michelob Ultra, Mountain Dew, Poppi and Stella Artois.

Photo: Chicken CouncilAlthough the National Retail Foundation did not break down the spend on food and beverages by category, the National Chicken Council said chicken wings are again a big part of Big Game consumption.

People in the U.S, are estimated to consume 1.47 billion chicken wings watching the Chiefs and Eagles, an increase of 1.5% from last year’s game, or about 20 million more wings.

The total of 1.47 billion wings if laid end-to-end would stretch to and from GEHA Field at Arrowhead Stadium in Kansas City, Mo. to Lincoln Financial Field in Philadelphia, Pa. about 63 times, according to the National Chicken Council.

“Sure, there will be pizza, guacamole, chips and dips,” Tom Super, National Chicken Council svp-communications, said via the organization. “But when it comes to the Super Bowl, chicken wings rule the roost. Although we do anticipate an uptick in chicken cheesesteaks this year.”

Spending won’t stop on Feb. 9.

Consumers are expected to spend a record $27.5 billion on Valentine’s Day this year, according to the annual survey released today by the National Retail Federation via Prosper Insights & Analytics.

The amount is up from last year’s $25.8 billion and slightly above the previous record of $27.4 billion set in 2020. Shoppers plan to spend $188.81 on average on the holiday, up from $185.81 in 2024.

“Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people,”  Katherine Cullen, National Retail Federation vp-industry and consumer insights, said via the organization.

"Of those polled, 81% will spend money on food and beverages, followed by team apparel (14%), TVs (10%), decorations (8%) and furniture (6%)."

“Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals.”

Over half (56%) of consumers plan to celebrate Valentine’s Day this year, up from 53% in 2024. Men are more likely to celebrate the holiday this year with 55% saying they plan to participate in Valentine’s Day, up from 51% in 2024.

However, Super Bowl Sunday and Valentine’s Day are not the biggest consumer spend for a one day event.

According to the National Retail Federation, people spent $35.7 billion on Mother’s Day in 2023, $33.5 billion in 2024.

The National Retail Federation said it 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.”

The 2025 survey of 8,020 adults 18 and older was conducted by Prosper Insights & Analytics between Jan. 2-7 and has a margin of error of plus or minus 1.1 percentage points.

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