Super Bowl LIX is shaping up to be one of the most watched — and most expensive — NFL events of the year, as Americans are set to spend big on everything from snacks to merchandise.
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According to LendingTree's 2025 Super Bowl Spending Report, those planning to tune in are expected to fork out an average of $142 on Super Bowl-related purchases. That's a 22% increase from the $116 spent in 2024, with food, beverages, and fan apparel leading the charge.
But here's a twist: Taylor Swift's influence extends far beyond the music world and has crept into the world of football. Swift's impact on consumer spending around the Super Bowl is undeniable, with about 20% of Americans saying she's affected how much they're willing to spend on the game.
This effect is particularly strong among younger generations—39% of Gen Zers and 31% of millennials say she's influenced their Super Bowl budget, while men are spending more than twice as much as women on average ($187 compared to $89).
LendingTree also reports that millennials are the biggest spenders this year, averaging $226, followed closely by high-income earners ($223) and parents of young kids ($217).
Yet, despite all the spending, there's also a trend of caution. While 75% of Americans say they'll watch the game, 31% plan to spend less this year, a significant jump from the 19% who plan to spend more. On top of that, 50% expect to spend about the same as last year.
Interestingly, Taylor Swift's influence isn't universally loved. About 17% of people say they "hate" the effect she's had on the NFL, while 14% have found themselves more interested in the sport because of her involvement.
It's a complicated relationship: 28% of boomers and 37% of Gen Xers believe Swift's presence has affected the NFL, but that number rises to 47% for millennials and 53% for Gen Zers.
As for the rest of the country, there's no question the Super Bowl remains a massive cultural event, but whether fans will keep splurging or scale back this year is still up for debate. With a hefty portion of fans adjusting their budgets and the influence of pop culture on spending, Super Bowl LIX is shaping up to be one for the books—both in terms of views and expenditures.
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