NEW YORK (TheStreet) - More than 181 million people will watch this year's first-ever cold weather Super Bowl, with the Denver Broncos facing off against the Seattle Seahawks in East Rutherford, N.J. Consumers plan to spend about $12.3 billion on food, athletic wear, decorations and new flat screen TVs, amounting to about $68.27 a person, a few cents less than they did last year.
According to a survey commenced by the National Retail Federation, more than three-quarters (77%) plan to purchase snacks, heroes and other food and beverages. Another 8.1% will purchase team apparel or accessories and 7.2% are planning on buying a new television to watch the game with friends and family. The survey was conducted for NRF by Prosper Insights and Analytics, polling 6,417 consumers between Jan. 2 and Jan. 13, 2014.
Of course, consumers are looking for deals. Big retailers including Wal-Mart (WMT) - Get Walmart Inc. Report, Target (TGT) - Get Target Corporation Report, Best Buy (BBY) - Get Best Buy Co., Inc. Report, Amazon (AMZN) - Get Amazon.com, Inc. Report and others are playing up electronics sales as well as fan-related gear and grocery specials.
Wal-Mart has all kinds of deals from TVs to tablets to furniture to snacks, according to its Web site. Best Buy is offering up to 25% off select HDTVs, including Toshiba, Vizio and Samsung brands, according to its Web site.
Amazon'sWeb site says it's offering savings on Samsung and Sony products. As it builds out its grocery offerings, Amazon is offering up to 20% on popular game day snacks and essentials. Target is offering savings on top electronic brands from Jan. 26 through Feb. 1. Here are just a few of the deals Target is offering as the big game gets closer:
- A Vizio Smart 60-inch LED HDTV is on sale for $799.99, a savings of $200.
- A Westinghouse 40-inch LED HDTV is on sale for $249.99, a savings of $180.
- An Element 32-inch LED HDTV is on sale for $179.99, a savings of $50.
- A Samsung 36-inch Soundbar with wireless subwoofer is on sale for $249.99, a savings of $50.
For more deals, check Target's Web site.
"As football fans gear up for the most anticipated game of the season, retailers are making sure they have an ample assortment of accessories, decor, athletic apparel items and even new televisions," NRF President and CEO Matthew Shay said in a statement.
Retailers are coming off of a rough holiday season, in which disappointing sales forced many companies to slash earnings forecasts for their fourth-quarters. Some including Best Buy and more recently Wal-Mart's Sam's Club announced employee layoffs as they look to offset lower sales with cost cutting.
Age definitely plays a part in how much consumers will spend. Adults ages 18 to 24 will spend an average of $92.83 on Super Bowl-related celebrations. Their slightly older counterparts (ages 25 to 34) will spend the most, averaging $101.51, the survey found.
Perhaps the sector that is likely to benefit most in the actual day of the game is the restaurant sector. Sports bar and casual eateries like Buffalo Wild Wings (BWLD) and Brinker International's (EAT) - Get Brinker International, Inc. Report Chili's Grill & Bar as well as Domino's Pizza (DPZ) - Get Domino's Pizza, Inc. Report are sure to be popular on game day.
The NRF survey expects 39 million viewers plan to throw a party, with 62 million planning to attend a party. About 10 million fans will enjoy the game from their favorite local establishment, according to the NRF.
--Written by Laurie Kulikowski in New York.
Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.