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Washington, DC--With the Super Bowl coming up tomorrow, The Centurion thought our jewelry industry readers would enjoy this data from the National Retail Federation (NRF). The latest consumer spending data from NRF and Prosper Insights & Analytics’ 2021 Super Bowl survey found that 186.6 million U.S. adults say they plan to tune in to the big game. 

With the ongoing impact of COVID-19, it’s no surprise that consumers’ Super Bowl celebration traditions look a little different this year. While many typically use the game as an excuse to get together with friends, just 28 percent say they will be throwing or attending a party or watching the game at a bar, the lowest in the survey’s history.

But just because we might have to celebrate differently this year, it doesn’t mean everything has to change. 

Over the past year, consumers have become experts at making traditional events feel as normal as possible. From stocking up on fun food and beverages to team apparel or splurging on a new TV, 86 percent of viewers are planning to make purchases to help mark the occasion. And they plan to spend $74.55 on average, for a total $13.9 billion nationwide.

See the data in the infographic below and explore NRF’s Super Bowl Dashboard for historical data and trends.

NRF 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. Take a deeper look into the trends over time, and use the interactive charts to explore demographic breakdowns of total spending, average spending and what attracts consumers to the event.

The 2021 survey of 7,882 adults 18 and older was conducted by Prosper Insights & Analytics January 4-12 and has a margin of error of plus or minus 1.1 percentage points.