For sports fanatics, having a high-definition television for the Super Bowl isn't a luxury anymore; it's a necessity. That's why cable companies and retail outlets alike offer discounts and other incentives on HDTVs and HD cable packages in the weeks leading up to the big game. However, recent data suggest that pre-Super Bowl TV purchases may actually be decreasing, thanks to a leveling-off of HDTV prices and a looming recession.
"What is happening more and more is that people are buying their Super Bowl TVs back in December because the prices are so good around the holidays," said Forrester Research's James McQuivey, "so the Super Bowl spike is probably decreasing in significance."
Decreasing, but not disappearing. The National Retail Federation estimates that last January, 2.5 million Americans purchased HDTVs specifically for the Super Bowl. And Forrester's consumer survey data suggest "that Super Bowl TV buying is about 20 percent of the size of the holiday buying period," McQuivey said.
Because they're buying for themselves, not family members, Super Bowl TV buyers are often willing to pay much more for bigger, higher-priced televisions and surround sound equipment.
"I will say that of the activity you'll see this week, more and more of it will be people ... upgrading to a 50-inch from the now small-seeming 40-inch in the living room," McQuivey said.
Unlike HDTV sales, subscriptions to high-definition cable and satellite packages show no signs of slowing down. In the weeks leading up to the Super Bowl, providers can see HD subscriptions jump as much as 15 percent.
Despite efforts to anticipate demand, there tend to be shortages on HD-capable set-top boxes as early as December.
EchoStar's Dish Network reports a similar ramp up in HD interest during the two weeks leading up to the Super Bowl.
Of course, if you want to avoid spending thousands of dollars on a new HDTV or shelling out for an HD subscription, there are plenty of ways to enjoy a high-definition Super Bowl on the cheap.
One oft-used Super Bowl hacking technique is to buy an HDTV from Best Buy or Circuit City and then return it after the game. Sure, there can be up to a 20 percent restocking fee attached, but many are willing to part with the money, especially if the cost is shared with a few buddies.
For those already equipped with an HDTV but reluctant to pay more for an HD cable or satellite subscription, the other popular option is to simply buy an over-the-air HD antenna. This allows the TV (assuming it has an HDTV tuner in it) to pick up the HD versions of major prime-time networks like ABC, CBS, NBC and Fox – which are broadcasting the Super Bowl.
Based on anecdotal evidence, some Comcast customers with standard digital subscriptions and an HDTV can also remove their cable boxes and plug the cable directly into their sets to receive the same local HD channels without paying extra.
Indeed, with a recession looming and consumers more reluctant to make major purchases, this year may see more people choosing to save money for those really important game-day purchases: beer and nachos.
