January 29, 2026
InsideCreativeHouse/Depositphotos.com
Are Super Bowl Shoppers Calling a Budgetary Audible?
With Super Bowl LX set for Sunday, February 8 — as the New England Patriots play host to the Seattle Seahawks — it appears that football fans of all stripes are slightly curtailing their budget around the big event.
According to data provided by LendingTree’s 2026 Super Bowl Spending Report, the percentage of Americans who will be tuning in for kickoff (and the halftime show, as well as the commercials) is expected to improve this year, to 80% versus last year’s figure of 75%. However, viewers are anticipated to spend less in 2026 in expenditures tied to the big game, coming in at an average of $129 against $142 last year.
Other notable data points pulled from the report include:
- A gender divide, and age divide, on Super Bowl spend are in evidence: Men are expected to spend almost twice as much as women ($168 versus $87, on average), while “the younger you are, the more money you’re likely to spend,” per the report authors. Gen Zers are anticipated to splash out $191 on average, almost four times the average Super Bowl spend expected from baby boomers (those ages 62 to 80), which was registered at $53. In the middle of the pack, millennials are expected to drop $171 on the game, while Gen Xers are expected to spend $96.
- A slightly larger cohort are cutting back, versus those increasing their Super Bowl spend: Just over one-fifth of respondents indicated that they were curtailing their big game budget (21%), and slightly less than that number conversely stated intentions to spend more (19%). There was also a gender divide present in the data here, with 24% of men saying they’d be spending more in 2026 than the year prior, versus 18% cutting back — while just 14% of women were increasing their Super Bowl budget, against 24% slashing spend. The most popular purchases? Perhaps unsurprisingly, food and beverages notched first place (71%), followed by clothing or accessories (20%), and streaming subscriptions (18%).
- Gambling is on a meteoric rise: The proliferation of legal sportsbook apps and websites — and advertising tied to these platforms — may be a factor in driving a significant increase in gambling behavior surrounding Super Bowl LX. More than half of viewers plan to wager on the game this year (54%), a huge uptick versus the 41% who said so in 2025.
Less Than Half of Super Bowl Viewers Say the Game Itself Is the Primary Draw
In what may be representative of an heavily experiential and commercially attuned modern audience, the gridiron battle between the Patriots and the Seahawks isn’t the primary reason for watching the game for more than half of the viewership, with just 49% saying as much.
Of the remainder, nearly one-fifth of Americans (17%) stated that the entertainment (the halftime show, and other performances) were the primary reason for tuning in — followed by the commercials (14%), the opportunity to spend time with family (11%), betting opportunities (6%), as a social obligation (2%, and I feel for these viewers in particular, as it’s not a short event), and other (2%).
BrainTrust
Gary Sankary
Retail Industry Strategy, Esri
Georganne Bender
Principal, KIZER & BENDER Speaking
Lisa Goller
B2B Content Strategist
Recent Discussions
Discussion Questions
Will Super Bowl spend dip this year, as data suggests? Why or why not, in your opinion?
What can retailers and brands take away from the fact that less than half of the Super Bowl audience is there for the actual game? Which opportunities arise on both the sports side, and the media/entertainment side surrounding the event?
Poll
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Consumers have been budgeting for the past few years. So, yes, they will certainly be careful with Super Bowl spending in 2026. But what almost every occasion has shown over recent years is that people will pull out the stops to enjoy themselves. I do not expect this year to be any different. What gets prioritized are things that make an impact: food and drink are obvious things. Fripperies, such as Super Bowl decor – which no one really needs to have a great time – feel more pressure.
Who wants to spend for a re-run?
There’s absolutely nothing surprising here,
(and in the case of the last stat, IMHO nothing positive, either)
The only surprise (or maybe not) is that the image that heads this article looks like it was generated by AI!
Let’s see:
-Puple locks
-Armband tat’s
-Caveman shave
I’d be more concerned if it were a real picture.
(And just to show that Speedy and I aren’t goofing off – there’s real research here, folks! – the image bank from which this seems to have been sourced https://www.shutterstock.com/search/super-bowl-fans?dd_referrer=https%3A%2F%2Fwww.google.com%2F&page=4
shows a curious pattern:
Foursomes are 2M2F (paired or alternating seems to be an option
but
Threesomes are always shown as all MMM
Stereotypical components must be at least 4 of 7:
-Flags
-Teams jerseys
-Food
-Beer
-non-alcoholic beverages
-background furniture
-therapy pigskin
I think it’s entirely plausible that Super Bowl spend could soften modestly this year, as some recent data suggests, but I wouldn’t call it a true pull-back in consumer enthusiasm. The Super Bowl has become less about the gridiron itself and more about the total cultural moment — the food, parties, social sharing, and brand performances that orbit the event. When households are already juggling discretionary budgets amid tariff-inflated prices and broader cost pressures, it makes sense that consumers will be more intentional about what they spend on snacks, décor, and entry-level gear for watch parties, even as they still participate enthusiastically. If — in a totally unbiased and purely hypothetical universe — my Denver Broncos had made it to the big game, I’d venture to say that spending would have increased across the board! But no matter who’s playing, the event still drives ritualized consumption that many households see as a seasonal treat rather than a discretionary splurge outlier.
The fact that fewer than half of Super Bowl viewers are tuning in to the game is a clear signal to retailers and brands: this is a cultural and entertainment event first, and a sports competition second. That means the occasion is less about team loyalty and more about shared experience, social traditions, and media spectacle. Retailers can leverage that insight to drive holistic event merchandising—from party packs and apparel that celebrate the event itself (not just the teams), to cross-category promotions that tie snacks, beverages, décor, games, and gifting into a unified event experience. Brands that position themselves as enablers of the Super Bowl moment, rather than just suppliers of goods, will be better positioned to capture broader consumer intent.
On the sports side, this trend creates opportunities beyond the game clock—think pre-game leagues, fan communities, and lifestyle content that keeps engagement high even among casual viewers. On the media/entertainment side, the Super Bowl is a tentpole for branded content, interactive campaigns, and second-screen experiences that engage viewers beyond the 60 minutes of play. This is why we see advertising premium slots, halftime entertainment, social campaigns, and influencer tie-ins all converging around the broadcast — it’s not just about scoring points on the field, it’s about winning in culture. Retailers who activate around those broader motivations — especially early, with tailored offers and omnichannel visibility — stand to benefit from what remains one of the most coveted moments in commerce and attention of the year.
Unless your team is playing, who’s actually spending money on the Super Bowl? I’ll show up to a watch party, and bring food, but I’m not buying a jersey for a team I’ll forget by Tuesday.
People support their own teams.
I watch for the socializing, the commercials, and the halftime show. Then again, I am one of those Boomers the survey found is expected to spend four times less than Gen Z viewers.
How many watchers even know who is playing this year?
I didn’t until I read this article. (Go Pack Go!)
Total Super Bowl spend may dip less than expected this year. The Lululemon + Fanatics + NFL collaboration may help more women get in the game with premium branded apparel. The surge in sports betting is eye-opening. Even the high cost of living won’t stop consumers from seeking social fun at restaurants, sports bars and in-home watch parties.
The Super Bowl is a welcome opportunity to get together, including online. Sports communities on social media spark real-time reactions and interactions among fans and brands alike. They’re a goldmine for agile and relevant brands whose holistic ad campaigns reach us wherever we watch.
Super Bowl spending may dip a bit this year, but that does not mean people care less about the event. With higher grocery bills, winter utility costs and ongoing economic uncertainty, consumers are being more selective about where their money goes. Large merchandise purchases may slow, but spending on shared experiences like streaming access, food delivery and hosting friends remains resilient. What stands out is that fewer than half are tuning in just for the game. That creates an opportunity for brands to lean into personalization by serving the right offer at the right moment, whether it is party food bundles, tailored promotions during commercials or second screen experiences tied to viewer behavior. Relevance matters more than volume.
This year, the game is facing a number of unique headwinds that I suspect are causing spending to decline.
Consumer confidence is extremely low at the moment. Consumers are likely to pull back on discretionary spending, snacks, and game parties, the very definition of discretionary.Overall sentiment, and I live in Minnesota, so I might be biased, but it’s heavy right now. A game, while a nice distraction, feels low priority, especially for casual fans. There are too many other distractions to think about an event in 9 days.The cost of throwing a party has gone up this year. A small factor, but still a factor.And, from a sports perspective, the teams this year are a smaller-market team that doesn’t have much of a following outside the Pacific Northwest. The other… well, outside of Boston, not particularly beloved. There’s my bias coming out again.Pessimism aside, I suspect we’ll see more activity as we get closer to kickoff. Folks will realize the game is this weekend, and I predict we’ll see more last-minute buying.
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Consumers have been budgeting for the past few years. So, yes, they will certainly be careful with Super Bowl spending in 2026. But what almost every occasion has shown over recent years is that people will pull out the stops to enjoy themselves. I do not expect this year to be any different. What gets prioritized are things that make an impact: food and drink are obvious things. Fripperies, such as Super Bowl decor – which no one really needs to have a great time – feel more pressure.
Who wants to spend for a re-run?
There’s absolutely nothing surprising here,
(and in the case of the last stat, IMHO nothing positive, either)
The only surprise (or maybe not) is that the image that heads this article looks like it was generated by AI!
Let’s see:
-Puple locks
-Armband tat’s
-Caveman shave
I’d be more concerned if it were a real picture.
(And just to show that Speedy and I aren’t goofing off – there’s real research here, folks! – the image bank from which this seems to have been sourced https://www.shutterstock.com/search/super-bowl-fans?dd_referrer=https%3A%2F%2Fwww.google.com%2F&page=4
shows a curious pattern:
Foursomes are 2M2F (paired or alternating seems to be an option
but
Threesomes are always shown as all MMM
Stereotypical components must be at least 4 of 7:
-Flags
-Teams jerseys
-Food
-Beer
-non-alcoholic beverages
-background furniture
-therapy pigskin
I think it’s entirely plausible that Super Bowl spend could soften modestly this year, as some recent data suggests, but I wouldn’t call it a true pull-back in consumer enthusiasm. The Super Bowl has become less about the gridiron itself and more about the total cultural moment — the food, parties, social sharing, and brand performances that orbit the event. When households are already juggling discretionary budgets amid tariff-inflated prices and broader cost pressures, it makes sense that consumers will be more intentional about what they spend on snacks, décor, and entry-level gear for watch parties, even as they still participate enthusiastically. If — in a totally unbiased and purely hypothetical universe — my Denver Broncos had made it to the big game, I’d venture to say that spending would have increased across the board! But no matter who’s playing, the event still drives ritualized consumption that many households see as a seasonal treat rather than a discretionary splurge outlier.
The fact that fewer than half of Super Bowl viewers are tuning in to the game is a clear signal to retailers and brands: this is a cultural and entertainment event first, and a sports competition second. That means the occasion is less about team loyalty and more about shared experience, social traditions, and media spectacle. Retailers can leverage that insight to drive holistic event merchandising—from party packs and apparel that celebrate the event itself (not just the teams), to cross-category promotions that tie snacks, beverages, décor, games, and gifting into a unified event experience. Brands that position themselves as enablers of the Super Bowl moment, rather than just suppliers of goods, will be better positioned to capture broader consumer intent.
On the sports side, this trend creates opportunities beyond the game clock—think pre-game leagues, fan communities, and lifestyle content that keeps engagement high even among casual viewers. On the media/entertainment side, the Super Bowl is a tentpole for branded content, interactive campaigns, and second-screen experiences that engage viewers beyond the 60 minutes of play. This is why we see advertising premium slots, halftime entertainment, social campaigns, and influencer tie-ins all converging around the broadcast — it’s not just about scoring points on the field, it’s about winning in culture. Retailers who activate around those broader motivations — especially early, with tailored offers and omnichannel visibility — stand to benefit from what remains one of the most coveted moments in commerce and attention of the year.
Unless your team is playing, who’s actually spending money on the Super Bowl? I’ll show up to a watch party, and bring food, but I’m not buying a jersey for a team I’ll forget by Tuesday.
People support their own teams.
I watch for the socializing, the commercials, and the halftime show. Then again, I am one of those Boomers the survey found is expected to spend four times less than Gen Z viewers.
How many watchers even know who is playing this year?
I didn’t until I read this article. (Go Pack Go!)
Total Super Bowl spend may dip less than expected this year. The Lululemon + Fanatics + NFL collaboration may help more women get in the game with premium branded apparel. The surge in sports betting is eye-opening. Even the high cost of living won’t stop consumers from seeking social fun at restaurants, sports bars and in-home watch parties.
The Super Bowl is a welcome opportunity to get together, including online. Sports communities on social media spark real-time reactions and interactions among fans and brands alike. They’re a goldmine for agile and relevant brands whose holistic ad campaigns reach us wherever we watch.
Super Bowl spending may dip a bit this year, but that does not mean people care less about the event. With higher grocery bills, winter utility costs and ongoing economic uncertainty, consumers are being more selective about where their money goes. Large merchandise purchases may slow, but spending on shared experiences like streaming access, food delivery and hosting friends remains resilient. What stands out is that fewer than half are tuning in just for the game. That creates an opportunity for brands to lean into personalization by serving the right offer at the right moment, whether it is party food bundles, tailored promotions during commercials or second screen experiences tied to viewer behavior. Relevance matters more than volume.
This year, the game is facing a number of unique headwinds that I suspect are causing spending to decline.
Consumer confidence is extremely low at the moment. Consumers are likely to pull back on discretionary spending, snacks, and game parties, the very definition of discretionary.Overall sentiment, and I live in Minnesota, so I might be biased, but it’s heavy right now. A game, while a nice distraction, feels low priority, especially for casual fans. There are too many other distractions to think about an event in 9 days.The cost of throwing a party has gone up this year. A small factor, but still a factor.And, from a sports perspective, the teams this year are a smaller-market team that doesn’t have much of a following outside the Pacific Northwest. The other… well, outside of Boston, not particularly beloved. There’s my bias coming out again.Pessimism aside, I suspect we’ll see more activity as we get closer to kickoff. Folks will realize the game is this weekend, and I predict we’ll see more last-minute buying.