The Super Bowl has really grown in prominence in recent years, resulting in more spending among viewers.

Super Bowl Sunday is now a sacred event in the U.S. calendar.

The highest-rated television event in the country really has people spending serious money. The National Retail Federation (NRF) forecasts that total spending will reach levels of $14.8 billion dollars this year as people spend on beer, TVs, meals and snacks.

On a per person basis, this year the average American is expected to part with $81, which is tied to 2018, representing the second-highest level of spending per person in the survey’s history behind $81.19 set in 2016.

These numbers have peaked rapidly since 2010, when spending per person was just over $50.

Spending by regions

The biggest spenders are those ages 35-44 at an average $123.26 while the lowest are those 65 and older at $40.97.

T.V. viewers in the Northeast plan to spend the most, at an average $94.89, followed by the West at $84.01, the South at $79.09 and the Midwest at $69.24.

The survey of 7,384 adults 18 and older was conducted January 2-9, before it was known which teams would play, and has a margin of error of plus or minus 1.2 percentage points.

“You don’t have to be a football fan to celebrate the Super Bowl,” NRF President and CEO Matthew Shay said. “Whether it’s to see who wins, watch the halftime show and commercials or just get together with friends, this is the biggest party since New Year’s Eve. Spending is expected to be at one the highest levels we’ve seen. And retailers are ready whether you need food, team jerseys, decorations or a new TV.”