Super Bowl Spending Is Up ... and It's Good

Retailers and consumer products companies are on charging downfield toward a touchdown on Super Bowl Sunday.

Consumer spending related to the big game Feb. 5 is expected to reach an all-time high this year, with the average watcher projected to shell out $63.87 on Super Bowl-related merchandise -- from team apparel and TVs to snacks -- up from $59.33 in 2011, according to a new survey by the National Retail Federation's Retail Advertising and Marketing Association, conducted by BIGInsight.

With 171 million fans expected to tune in to the game this year, total Super Bowl spending will reach an estimated $11.0 billion, RAMA says.

For their part, stores are trotting out big sales promotions on televisions, team decor and apparel, as well as food and beverages, the NRF says.

Best Buy (BBY), for one, is already offering deals on super sized TVs, such as a 70-inch Class set for $1999.99, in its Super Bowl promotion.

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Walmart.com's (WMT) Game Time promotion spotlights "amazing savings" on TVs, home theater systems, Blu-ray players and media streaming players, such as one from iLuv for $79.98.

Amazon.com (AMZN) is featuring a dedicated Super Bowl shop, spotlighting deals like 55-inch Samsung TVs and "game day" furniture, including recliners and TV stands, Giants and Patriots jerseys, kitchenware items like the Margaritaville Chillin' Pour Liquor Chiller for $55.36, and "game day groceries," including Jack Link's beef jerky.

The majority of the football fans surveyed --71.3% -- plan to spend on food and beverages, 8.6% will shell out for team apparel and accessories, 6.4% will buy decorations, 5.1% will buy a new television expressly to watch the game, and 2.4% will splurge on new furniture or an entertainment center.