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Super Bowl Consumer Intentions & Actions Survey released
Jan '08
Though Americans may be watching their pennies on everyday items, millions of consumers refuse to cut corners for the Super Bowl.

According to the Retail Advertising and Marketing Association's 2008 Super Bowl Consumer Intentions and Actions Survey, sales on televisions and furniture will increase over last year in anticipation of football's biggest day.

This year, consumers plan to purchase 3.9 million televisions for Super Bowl Sunday, up more than 50 percent from 2.5 million last year.

In addition, viewers plan to purchase 1.8 million pieces of furniture, up from 1.3 million last year. Young adults 18-24 will be outspending other consumers as one in ten (9.8%) of these viewers plans to purchase a television and one in twenty (4.9%) will buy new furniture.

The survey found that 158 million people will watch the Super Bowl this year. Consumers plan on spending an average of $59.90 on Super Bowl-related merchandise, up from last year's $56.04. Total spending for the February 5 Super Bowl is expected to reach $9.5 billion.

“Smart shoppers hold off on major purchases like televisions and entertainment centers until retailers are offering special discounts and promotions,” said RAMA Executive Director Mike Gatti.

“After a lackluster holiday season, retailers will be courting consumers with their very best deals on electronics, furniture, and even food in anticipation of the Super Bowl.”

According to the survey, 70.0 percent of consumers plan to watch the Super Bowl, relatively unchanged from the 69.7 percent who watched it last year.

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