People are spending more on the Super Bowl because of Taylor Swift: See how much

Super Bowl LIX is going to be one of the most watched events and most expensive, with consumers likely to spend a substantial amount of money on activities and items related to the game.

Americans planning to watch the game are expected to spend $142 on average— up 22% from $116 in 2024 — with the top goods being food and beverages and fan apparel, according to the LendingTree 2025 Super Bowl Spending Report.

However, the online lending marketplace shows that Taylor Swift is also affecting consumer spending habits for this year’s Super Bowl.

Taylor Swift impact on Super Bowl spending

Taylor Swift is not only influencing Americans’ interest in the sport but also the amount of cash they’re willing to shell out for the Super Bowl.

By the numbers:

Approximately (20%) Americans say Taylor Swift has influenced their spending on football. But this number is higher among younger generations, with 39% of Gen Zers and 31% of millennials saying she has impacted how much they spend on football. But 26% of men say she influenced their spending on football, compared to 14% of women.

LendingTree noted that the biggest spenders for this year’s Super Bowl are expected to be millennials ($226), individuals making $100,000 or more a year ($223) and parents of young kids ($217). Additionally, men expect to spend more than twice as much as women ($187 versus $89).

Separately, almost a quarter of respondents say Swift has affected them, with 14% gaining interest in the NFL, while 10% say they are losing interest in the sport. Moreover, 17% of people say they “hate” what Swift has done to the NFL.

About 28% of boomers and 37% of Gen Xers believe Swift has an effect on the NFL, compared to 47% of millennials and 53% of Gen Zers who share this sentiment.

More people cutting back on Super Bowl spending this year

LendingTree reveals that 75% of Americans say they’ll tune in to Super Bowl LIX, but 31% of those who’ll watch say they’ll spend less on the big game this year. This represents more than the 19% who say they’ll spend more. However, approximately 50% admit they will spend the same amount as last year.

How was the data collected for the study?

To collect data for their Super Bowl spending report, LendingTree commissioned QuestionPro to perform an online survey of 2,039 Americans ages 18 to 79 between Jan. 2 and Jan. 6. Researchers defined generations as the following ages in 2025: Generation Z: 18 to 28, Millennials: 29 to 44, Generation X: 45 to 60, and baby boomers: 61 to 79.