The numbers show that, shaky economy or not, Americans are sparing no expense in order to be festive: We collectively dropped $7 billion on Halloween last year, and another $6 billion on Christmas decorations. And the Super Bowl? That’s when we’re really expected to go all out.

According to a National Retail Federation survey, consumer spending related to the Super Bowl will hit an all-time high this year. Spending will average $63.87 per adult viewer, up from $59.33 last year. When totaled up, spending on Super Bowl parties and related merchandise—jerseys, beverages, pigs-in-blankets, and so on—is expected to reach a whopping $11 billion. That’s a lot of pigs in a blanket.

While some viewers pay a lot less than average to watch the game—a six-pack and bag of chips don’t cost much—the numbers edge up thanks to consumers who are willing to pay up to take their Super Bowl partying to the next level. More than 5% of those surveyed, which extrapolates to slightly more than 5 million consumers, will buy a new TV specifically for the game.

Over the years, the Super Bowl has become a monumental day for consumerism, and for many, the fact that the NFL’s two best teams are playing against each other for the title is almost an afterthought. For brands and retailers, the Super Bowl is a super opportunity to reach customers. In the NRF survey, 73% of viewers say they take in Super Bowl commercials as entertainment, 8.4% admit that the commercials influence them to buy products being advertised, and one can only imagine how effective in-store displays are at spurring additional sales on all those game day snacks, beverages, and essential fan merchandise.

The Super Bowl has gotten so big that it cannot be contained in a single day, which is why it has evolved into an entire season for advertising, with weeks of ad competitions and commercials periodically leaked online, and in-store marketing campaigns rolled out well in advance of the big game day.