The survey found that consumers plan on spending an average of $56.04 on Super Bowl-related merchandise, up from last year’s $36.78.  Total spending for the February 4 Super Bowl is expected to reach $8.7 billion. 

Survey Highlights:

• 69.7% of consumers plan to celebrate the Super Bowl, compared with 65.9 percent last year. 

• 69.3% of those celebrating will be purchasing food and beverages and 6.3 percent will buy team apparel and accessories. 

• 1.3 million consumers plan to buy new furniture, including new home entertainment centers, in anticipation of the big day.

• 9.2 million people plan to watch the game from a restaurant or bar. 

More than 40 million consumers (18.1%) said they will tune in because of the commercials, while 32.1% of Americans say the game itself is still the most important part of the Super Bowl. 

The survey also found that more people plan on throwing a party this year than last year (12.8% vs. 9.8%), and more people will be attending those parties (26.8% vs. 24.3% in 2006). 

Super Bowl XLI could cost employers over $800 million in lost wages, according to an estimate by Challenger, Gray & Christmas, Inc.  

The Retail Advertising and Marketing Association's 2007 Super Bowl Consumer Intentions and Actions Survey was conducted for RAMA by BIGresearch. The poll of 7,703 consumers was conducted from January 2-10, 2007 and has a margin of error of plus or minus 1%.

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