INDIANAPOLIS ( MainStreet) -- Football fans have been swarming Indianapolis to watch two venerable NFL teams match up in Super Bowl XLVI at Lucas Oil Stadium. The National Retail Federation estimates there will be some $11 billion in nationwide Super Bowl spending on food and drink, apparel and electronics, among other things. As host city, Indianapolis can expect a larger than normal chunk of that: $150 million in direct spending from NFL sponsors, fans, media and other visitors as they throw down cash and credit cards for lodging, entertainment, food, business services and other hospitality needs, according to PricewaterhouseCoopers. Hosting the Super Bowl in Indianapolis presents an opportunity for the surrounding region to experience a "notable level of economic impact," PwC says. "The city is located within driving distance of many major markets, enabling event organizers to extend their reach and increase visitor levels to activities such as the NFL Experience and Super Bowl Village." Not all local businesses say the Super Bowl is good for business. Janet Pillsbury, who owns My Toy Garden with her husband, says because her specialty toy store is not in the direct path of football crowds, "if anything, we are seeing a decrease in sales." To make up for lost sales, the store plans an event for today called "No Pigskins here! Just Pigs!" to encourage parents and their children to come in to the store. Pillsbury plans to cater to the local consumers that want to stay away from downtown with a pig-themed event including arts and crafts, readings and other activities. "For me, there's been so much hype about the Super Bowl being here, and much of the energy and focus is centered on downtown. I decided that I could never compete with doing a Super Bowl-themed sale or event, but I need to do something to keep money coming in here as well. We are getting a great response to our No Pigskins Here! Just Pigs! Day," Pillsbury says. Still, other businesses in Indianapolis -- from food franchises to spa and nail services -- welcome the Super Bowl. Here are five saying they benefit from the big game coming to town.