1、Circana,LLC|For public use12024 Super Bowl SpendFebruary 6,2024Circana,LLC|For public use2 2The Super Bowl is an opportunity to score with consumersThe percentage of consumers who report theyll watch Super Bowl LVIII is fairly consistent from the peak of the pandemic,but more fans will watch with fr

2、iends in 2024.Read on to learn how consumers plan to watch the San Francisco 49ers vs.the Kansas City Chiefs,and how football fans plan to spend in support of game-day fun.Note:Sales uplift is defined as dollar sales for the two key Thanksgiving weeks in total vs.average weekly dollar sales for the

3、calendar year.Source:Circana POS data Super Bowl Viewing 55%of respondents report theyll be watching the game,with 16%undecided.Most(36%)will watch at home by themselves or just household members.20%will watch with family and friends.Just 3%will watch from a bar/restaurant.Hispanics(25%),Gen Zs/youn

4、ger Millennials(25%)and older Millennials(24%),as well as consumers from high-income households(29%)are more likely to celebrate with larger groups of people.Super Bowl Spending Consumers dont typically anticipate purchases of general merchandise ahead of game day and 2024 is no different.However,in

5、 2023,there were significant spikes in select housewares and small kitchen appliances associated with entertaining and meal prep that would elevate watch parties.Sales of NFL-licensed apparel for the teams headed to Super Bowl increase more than 200%in the areas the Super Bowl-bound teams are from.G

6、ame watchers in 2024 anticipate spending an average of$43 on food and beverage,up from the$35 mean spent last year.More than a third of game-watchers will purchase extra snacks,and an additional 25%will order food from a restaurant.In 2023,beverage alcohol sales increased both the week of and the we