This year’s Big Game between the New England Patriots and the Seattle Seahawks is turning living rooms into watch parties, with fans tuning in for more than just football.
A RetailMeNot survey of over 1,000 U.S. adults* found that 81% plan to watch the game. While overall spending is down, food remains a top priority: 83% of viewers plan to buy food, snacks, and beverages for home, and 42% will order takeout. When it comes to Big Game spending, food still wins.
On average, viewers expect to spend $118 on this year’s Big Game, down 43% from last year’s average of $207. Fans are cutting back on big-ticket items like new TVs and decor, but the food budget hasn’t budged.
What Fans Are Actually Buying
Here’s where the money is really going:
| Food, snacks, and beverages for home | 83% |
| Takeout or food delivery | 42% |
| Food, snacks, or beverages at a restaurant | 33% |
| Party supplies or decorations | 27% |
| Team apparel or merchandise | 23% |
| Streaming subscriptions or pay-per-view | 20% |
| New TV or electronics | 12% |
| Furniture or home entertainment upgrades | 11% |
More than 8 in 10 viewers are stocking up to eat at home, and nearly half are ordering in. Why do dishes when you can get wings delivered? Team gear and tech upgrades are taking a back seat to convenience and quality food. Fans know where to spend and where to skip.
Why People Are Watching
| Tune in primarily for the game itself | 41% |
| Watch for socializing or hosting | 19% |
| Watch for commercials | 15% |
| Watch for the halftime show | 14% |
| Watch mainly for the food | 8% |
| Watch for betting or fantasy sports | 2% |
| Have other reasons | 2% |
This year’s Big Game continues to be as much about culture and community as it is about football, which explains why fans are still willing to spend on the experience even when budgets are tighter.
Commercials Still Drive Purchases
Big Game commercials do more than entertain. They actively shape what fans buy, even in a more budget-conscious year.
When asked if commercials influence their purchases:
| Yes, often | 31% |
| Yes, sometimes | 32% |
| Rarely | 27% |
| Never | 11% |
Social Media Turns Buzz Into Orders
Digital content plays a major role in turning Big Game excitement into actual purchases, particularly for quick-service restaurants.
58% of viewers say they have ordered a quick-service restaurant item after seeing a fun or engaging online post or video.
Viral menu hacks, creative videos, and buzzworthy ads convert digital engagement into game-day sales. If it looks good online, someone’s ordering it before halftime. Social media has become a direct sales channel for restaurants during this year’s Big Game.
What’s Going in the Cart
Grocery carts tell the story. Fresh food gets the budget, but nobody’s making everything from scratch.
When it comes to grocery shopping, consumers plan to spend the most on:
| Fresh produce (including meat and seafood) | 36% |
| Prepared or frozen meals | 18% |
| Snacks | 17% |
| Beverages | 13% |
Fresh groceries still dominate spending, but convenience foods play a major role in making hosting easier. Fans want quality without the hassle!
Brand Loyalty Shapes Shopping Lists
Brand loyalty plays a meaningful role in Big Game grocery decisions, especially for beverages. Snack foods leave more room for experimentation.
When it comes to sticking with familiar brands, consumers say it’s important for:
| Coffee/tea | 64% |
| Soda and beverages | 61% |
| Snack foods | 55% |
More than six in ten shoppers stick to the same soda or drink brand, and coffee and tea loyalty running even higher. People will try a new chip. They won’t risk their Coke. Snacks show greater flexibility, giving brands an opportunity to win over shoppers during high-visibility moments like the Big Game.
How to Save on Game Day
Look for TV deals if you’re upgrading
Retailers know shoppers might be considering a new screen for the biggest sporting event of the year, so deals run deep right now.
Check for food delivery specials
If you’re ordering in, many restaurants are running game-day promos worth comparing before you click checkout.
Stack your savings
RetailMeNot offers cash back on thousands of brands, including CVS, Samsung, LG, Target, Walmart, and more. Cash back stacks with other promos and sales. Just activate the offer before you shop!
Shop grocery store weekly ads. You’ll find discounts and BOGO offers on snacks and drinks. Big box stores are also a good bet for bulk buys at better prices.
* Survey Methodology
Source: Ziff Davis Shopping Q1 Seasonal Survey among Adults 18+. N=1148. Fielded January 2026.
The post Big Game 2026: Fans Cut Budgets Everywhere But the Grocery Store appeared first on The Real Deal by RetailMeNot.
