The forecast: Total Super Bowl spending is expected to reach a record $20.2 billion this year, up 8.6% YoY, driven in part by the rising cost of food and drinks, per the NRF and Prosper Insights & Analytics’ 2026 Super Bowl Spending Survey.

Grocery prices rose 2.4% YoY in December, with steep increases for several Super Bowl party staples including beef (16.4%), candy (10%), and cookies (3.7%). Restaurant prices also climbed 4.1% YoY in December, raising the cost of watching the game away from home.

Those higher prices will be felt by the 121.1 million people planning to throw or attend a Super Bowl party this year, as well as the 18.2 million who expect to watch the game at a bar or restaurant, per the same survey.

Why it matters: Higher costs for party essentials—snacks, dips, beverages, team apparel, and decorations—will likely shape not just Super Bowl expenditures, but more importantly, broader spending throughout the year.

Last year, consumers grew more price-conscious, favoring smaller-ticket discretionary purchases over higher-cost goods and services, according to the Bank of America Institute. That dynamic is unlikely to change in 2026 as long as inflation remains above the Federal Reserve’s 2% target.

Implications for retailers and brands: The Super Bowl highlights the ongoing challenges facing consumers. Value will stay top of mind well beyond game day, increasing the importance of promotions, bundles, private labels, and clear price cues.

Retailers and brands that make it easy to trade down—through smaller pack sizes, flexible assortments, or “good enough” options—are more likely to win share both for the big game and well after the final whistle.

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