According to a new survey out from the Retail Advertising and Marketing Association, total consumer Super Bowl spending is expected to reach $10.1 billion, the highest in the survey’s eight-year history.

Of the 83% saying they will purchase Super Bowl-related items, including food, beverages, TVs, furniture, team apparel and decorations, the average person will spend $71.51, up from $64 a year ago

Unfortunately the survey was silent to how much will be spent on domain names because of SuperBowl advertising.

Of the 171 million people who will watch the game, the most in the survey’s history, nearly 34.9 million (15.0%) are planning to throw their own party, up from last year’s 31.6 million, and another 61.2 million (26.3%) plan to attend a party, also up from the 58.8 million who said they would go to a party in 2010.

“Grocery, apparel, electronic, sporting goods and home furnishing stores can expect to see their share of Super Bowl related spending as sports fans head out to buy food and beverages (69.5%), team apparel or accessories (7.3%), decorations (6.0%), and furniture or a new entertainment center (2.0%). ”

“Of the millions of people planning to tune in on February 6, nearly half (47.0%) say the game itself is the most important part. Over one-quarter (25.8%) watch for the commercials, 19.5 percent enjoy getting together with friends, and 7.7 percent say the half time performances are most important. ”

“With millions of people getting together to watch the game every year, advertisers plan and prepare meticulously for this annual opportunity to reach and engage viewers with bolder and more effective ways,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “With over a quarter of viewers saying the commercials are the most important part, it’s clear the Super Bowl isn’t just about football.”

“As for the entire game-watching experience, nearly three-quarters (74.9%) of viewers say they see the commercials as entertainment. Some viewers aren’t as keen though, with 17.0 percent saying advertisers should save their money and pass along savings to shoppers and 9.5 percent saying it makes the game last too long. ”

“The survey found 17.4 percent admit the commercials make them aware of the advertisers’ brand. Another 7.7 percent say the commercials influence them to buy products from advertisers. “