Super Bowl LIX is shaping up to be one of the biggest spectacles not just in sports, but also in consumer spending. If you’re gearing up for the big game, you’re certainly not alone; millions of Americans are ready to dive into the celebration, bringing along their wallets. According to LendingTree’s 2025 Super Bowl Spending Report, the average fan is estimated to spend around $142 on their Super Bowl experience. That’s a notable 22% rise from last year’s average of $116. When you think about it, that figure likely covers everything from your favorite snacks and drinks to the latest fan gear to show support for your team.
Interestingly, the cultural landscape surrounding the Super Bowl has evolved considerably, and this year, one name stands out: Taylor Swift. Yes, you read that right! It seems her influence has stretched well beyond her chart-topping hits to impact how people plan their Super Bowl budgets. About 20% of Americans acknowledge that her role—whether as a performer or an off-field icon—has shaped what they are willing to spend. This sway is particularly strong among younger fans; in fact, nearly 39% of Gen Z and 31% of millennials say Taylor’s presence has prompted them to adjust their spending habits. Meanwhile, men are expected to shell out significantly more than women—averaging $187 versus just $89, which might speak volumes about how branding and pop culture can drive different spending behaviors.
Breaking down the numbers further, it’s millennials who are leading the pack when it comes to spending this year, with an average outlay of around $226—just slightly more than high-income individuals at $223 and parents with young kids at $217. The trends this year reveal an interesting duality: While enthusiasm for the game is high—with 75% of Americans planning to watch—over a quarter of viewers (31%) are planning to cut back on their Super Bowl expenditures. This is a stark contrast to 19% who intend to splurge more than last year. Furthermore, half of the respondents expect their spending to stay in line with the previous year.
Yet, it’s not all fun and games with Swift’s influence. There are mixed feelings about her role in the NFL, with 17% of people expressing strong dislike for it, while, conversely, 14% have found themselves more pulled toward football thanks to her involvement. The variations in perception create a fascinating backdrop: 28% of baby boomers and 37% of Gen X recognize Swift’s impact, but that jumps to 47% among millennials and a striking 53% among Gen Z.
All this highlights that, while the Super Bowl remains an iconic event steeped in American culture, how fans choose to engage this year—whether to go all out or hold back on their spending—adds an additional layer of uncertainty to the festivities. With the merging of sports and pop culture, and consumers carefully reassessing their budgets, it’s sure to be a Super Bowl LIX to remember—not just in terms of viewership but also when it comes to the economic ripple effect across households and businesses alike.
