The percentage of consumers planning to watch Super Bowl LIX has increased from its pandemic peak, reflecting renewed excitement, possibly due to the Kansas City Chiefs’ potential to pull off a three-peat. While the percentage of consumers tuning in has increased, more plan to watch the big game at home alone or with their immediate family this year. Our report takes a closer look at game day trends, including where consumers are getting their wings, Taylor Swift’s impact on jersey sales, salty snack sales, and more.

How will Super Bowl LIX impact apparel, food and beverage, and retail:

• More than a third of game watchers will purchase extra snacks, and an additional 27% will order food from a restaurant.

• Just 9% of consumers anticipate buying disposable tableware for their parties, while 4% plan to purchase a TV.

• Regardless of who wins the game, licensed apparel sales have surged. In 2024, Kansas City licensed apparel saw a 219% hike in dollar sales.

• Just 2% of consumers said they plan to watch the game from a bar, compared to 40% who plan to watch from home.