Platts: Wave Your Wallets in the Air … |

Platts: Wave Your Wallets in the Air …

by Barbara Platts

The biggest sports day of the year, or perhaps of the century, is almost here. This Sunday, tens of thousands will gather at Levi’s Stadium in Santa Clara, Cali., and hundreds of millions (189 million to be somewhat exact) will coalesce behind television sets across the country to watch the two best NFL teams (this season it’s the Denver Broncos and the Carolina Panthers) battle it out for the 50th year in a row.

For the National Football League, various media outlets, advertising partners, avid football fans, grocery stores, pizza and wing restaurants, liquor stores and most every person in the states of Colorado and North and South Carolina, this is one of, if not the, most important day of the year. For the millennial generation, it’s another glorious opportunity to party our faces off.

According to recent numbers posted by the National Retail Federation, millennials ages 25 to 34 are planning to spend more moola than any other age group for Super Bowl 50. The typical Super Bowl watcher will invest an average of $82 for the big day. Millennials will spend an average of $140.

The numbers show that the majority of our spending for America’s biggest holiday is allotted toward snacks. However, some of us ambitious younglings are also dropping dollar bills on new TVs for the special occasion and new furniture from which to watch it. Plus, you can’t forget the Denver Broncos beer koozies and the Carolina Panthers foam fingers, which should be on every millennial’s shopping list.

Now, I don’t mean to generalize and say that the only reason we millennials spend almost double that of the average American consumer for Super Bowl Sunday is because we take our partying seriously and our football …well, less seriously. Luckily, our friends at NRF have facts to back this up. When queried about why we watch the Super Bowl, more than 50 percent of millennials credit the halftime show (which is expected to break viewership records this year), the commercials (each 30-second slot cost an average of $4.8 million) and/or the opportunity to hang out with friends (a.k.a. party). To add icing to this massive number cake, millennials are also more likely to host a party for Super Bowl Sunday than any other age group, with three in 10 planning game day bashes.

The NRF has graciously put out these numbers for all of us to analyze. But what do they show? For me, it justifies the way I’ve always seen the Super Bowl, as a proud bandwagon fan. This holiday is great because of all the high caloric snacks, cheap beer and good company. Plus, there’s always at least a couple fantastic Budweiser and Doritos commercials and usually Chrysler comes out with a “Made in Detroit” ad, which practically induces tears for the automobile industry in America. And we can’t forget the halftime show that is always pleasantly over the top. This year with Coldplay, Beyonce and Bruno Mars will be no exception. For others, perhaps the advertisers during the Super Bowl, these numbers on millennials are telling because they show that, while we may not put football above everything else, we certainly invest in the phenomenon behind it. We like to feel included in all grand celebrations, even if we aren’t entirely sure what it is we are celebrating.

So … as the big day gets closer, don’t feel bad about shelling out some cash to ensure you have a smorgasbord of goodies from pigs in a blanket and nachos to domestic lights and Coca-Cola.

And if you aren’t feeling the game day spirit just yet, please contact your nearest millennial. They will know what to do.

Barbara Platts looks forward to Super Bowl Sunday every year because it’s the only day she feels warranted to eat her body weight in pigs in a blanket. Reach her at

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