Super Bowl LIX is poised to be a monumental event, not only in sports but also in consumer spending. If you’re preparing for the game, you’re among millions of Americans eager to join the festivities, wallets in tow. According to LendingTree’s 2025 Super Bowl Spending Report, fans are projected to spend an average of $142 on their Super Bowl experiences, marking a 22% increase from last year’s $116 average. This amount likely includes everything from favorite snacks and beverages to fresh fan merchandise to support your team.
The cultural landscape around the Super Bowl has significantly shifted, and one name that stands out this year is Taylor Swift. It appears her influence extends well beyond her musical prowess, affecting how individuals budget for the Super Bowl. Approximately 20% of Americans admit that her presence—as either a performer or a cultural icon—has influenced their spending decisions. This effect is particularly pronounced among younger fans, with nearly 39% of Gen Z and 31% of millennials noting that Taylor’s involvement has led them to rethink their financial plans. Interestingly, men are expected to spend considerably more than women, averaging $187 compared to $89, underscoring how branding and pop culture can affect diverse spending habits.
Delving deeper into the statistics, millennials are leading the charge in spending this year, averaging around $226—just ahead of high-income earners at $223 and parents with young children at $217. Current trends reveal an intriguing mix: while 75% of Americans plan to tune in for the game, over a quarter of viewers (31%) intend to scale back their Super Bowl expenditures. This contrasts sharply with the 19% who plan to spend more than last year. Additionally, half of the participants expect their spending to remain consistent with the previous year.
However, opinions on Swift’s involvement in the NFL are divided. While 17% of people express a strong disapproval of her role, 14% admit her presence has sparked greater interest in football. The differing perspectives create an intriguing backdrop: 28% of baby boomers and 37% of Gen X recognize Swift’s impact, a figure that rises to 47% among millennials and an impressive 53% among Gen Z.
These insights underscore that while the Super Bowl is an iconic part of American culture, fans’ decisions about how to engage this year—whether to splurge or hold back—adds complexity to the celebrations. With the confluence of sports and pop culture, alongside consumers reassessing their budgets, Super Bowl LIX is sure to be memorable—not just for viewership but also for the economic ramifications it will have on households and businesses alike.
