The Super Bowl is one of the most-watched sporting events in the world, with annual spending in the billions. It’s an affair for which retailers across the country prepare their stores in anticipation of consumers’ purchases and plans to mark the day. 

To understand just how seriously consumers take celebrations, we need to know how much money is spent on the Super Bowl every year. In this article, we take a look at annual Super Bowl spending over the past decade.

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How much money is spent on the super bowl: 2014–2023

According to the latest figures from the National Retail Federation, Super Bowl spending has been on an upward trend over the years, with some notable annual increases and decreases along the way.

In 2014, total Super Bowl spending was $12.4 billion. The following year saw a significant increase as Super Bowl spending in 2015 surged by 15.3%, to total $14.3 billion, the then-highest total annual expenditure. This continued to rise in 2016, when expenditure grew by 8.4%, to $15.5 billion, to mark yet another record-setting year.

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In 2017, Super Bowl spending fell for the first time since 2010. That year, consumers spent 9% less on Super Bowl celebrations and total spending dipped to $14.1 billion. 

The following five years saw Super Bowl spending fluctuate, increasing one year only to decrease again the next.

  • 2018: $15.3 billion (+8.5%)
  • 2019: $14.8 billion (-3.3%)
  • 2020: $17.2 billion (+16.2%)
  • 2021: $13.9 billion (-19.2%)
  • 2022: $14.6 billion (+5.0%)

2023 marked the first time since 2016 that Super Bowl spending rose for two consecutive years, as overall expenditure grew by 13%, to $16.5 billion.

Super Bowl spending: 2024

In 2024, Super Bowl spending increased by 4.8% from 2023’s numbers, to hit a record high of $17.3 billion. This translates to an average expenditure of $86.04 per household, up 0.8% from 2023. 

Food and beverages accounted for a large majority of consumers’ Super Bowl spending—80% of those marking the event said they spent on refreshments. This is followed by team apparel (13%), televisions (9%), and decorations (8%).

The number of people watching the annual event also set a new high of 200.5 million. That said, not everyone tuned in specially for the game. Around one in five viewers said the commercials and halftime show were the most important parts of the Super Bowl.

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