NEW YORK (CNN/Money) - Super Bowl XXXIX is expected to give a big boost to sales of consumer electronics and sports gear, with an estimated 1.4 million TV sets sold before the game on Feb. 6, a retail industry group said Thursday.
The National Retail Federation (NRF), the industry's biggest trade group, citing a recent survey by market research firm BigResearch, said some 54.6 million Americans will attend a Super Bowl party the weekend of the game.
Of those attending or hosting a party, a majority -- or 68 percent -- plan to buy things ahead of time, the NRF said, citing the survey. Food and beverages, TV sets, team-related merchandise and new furniture are some of the most popular product categories leading up to the event, it said.
"The Super Bowl is becoming big business for retailers," Phil Rist, vice president of strategy for BigResearch, said in the report. "In addition to purchasing hats and snacks, consumers will be purchasing high-end merchandise, like TVs and entertainment centers, which quickly raises total spending figures."
On average, consumers who plan to watch the game will spend about $49.27 apiece, or a total of $5.6 billion, the report said.
Super Bowl isn't just about the game of football.
Though many consumers said they find the game to be the most important part of the Super Bowl (32.5 percent), 34.5 million consumers (15.7 percent) said commercials were the most important element.
Others also cited the event as a good excuse to socialize with friends and watch the half time show.