Why Tailgating May Be Different This Year
Many Americans look forward to autumn since it signifies the beginning of many fall-favorite traditions and holidays. But for some, tailgating counts as a big part of those festive celebrations. According to History, tailgating dates back to Ancient Greece, yet the first American instance occurred in 1861 during the Civil War's Battle of Bull Run.
The alleged "picnic battle" led to the age of automobiles and having a car became a symbol of status in the early 1900s for those who enjoyed watching college football (via History). As the tradition continued to evolve, with the rise of technology and increased portability of party essentials, American Heritage claims tailgating became a "social movement" centered around the celebration itself, the game, and the community. Yet, all of those game tickets, provisions, and food necessary for the optimal tailgating experience add up over time.
Unfortunately, inflation has dominated the United States over the last year. The U.S. Bureau of Labor Statistics reports an overall increase of 8.2% across items over the last adjusted year ending September 2022. While Finance Buzz reports that 1.6 million NFL tickets were sold on the secondary market at an average price of $203 each, SeatGeek reports an average of $307 upon the release of the NFL schedule in May 2022 (via CNBC). Tickets aside, the cost of everything else is proving to climb as well which may cause some present-day sports fans to adjust their annual tailgate frequency.
Inflation makes tailgating a costly venture in 2022
In 2015, data collected on AdAge from IPG Media Lab revealed that an average tailgater spent roughly $196 per game which included the cost of food, alcohol, and any extras (per Money). Since inflation has changed the price of most American essentials, those who enjoy yearly tailgating may need to adjust their expenditures.
According to a Wells Fargo statistical report conducted in August 2022, most expenses associated with tailgating have accrued price hikes. Gas saw an almost 50% increase in year-over-year percent adjustments ending in July 2022, next to additional costs in airfare and propane/gasoline necessary to light those portable grills.
Before you break out all the wing recipes perfect for tailgating, food is another commodity that has been significantly impacted by inflation. The U.S. Bureau of Labor Statistics notes the cost of food still sits at an elevated 11.2% based on a yearly average ending September 2022. Since National Tailgating Day was on September 3, Hormel Foods conducted a survey through One Poll of 5,000 Americans to get some food-related specifics around game day partiers. Survey results indicated that burgers are the most popular food choice next to hot dogs at tailgate events. And whether it be charcoal, hot dog buns, or beer, 84% of survey respondents believe everyone should bring at least one item to a tailgate party. With price increases now evident in most commodities, are more tailgaters choosing to stay home?
Has inflation impacted tailgaters' drive to celebrate?
While sports fans near and far have always enjoyed chowing down on classic stadium foods across America, consumers may not be so enthralled with rising costs. According to chief investment officer, Zach Stein, inflation unfortunately is here to stay–at least for the foreseeable future "as supply chain issues persist and there is still plenty of instability with the Ukraine War, which has caused significant swings in energy prices" (per Next Advisor).
A recent survey conducted by Morning Consult shows rising costs may be affecting overall sporting event attendance, which could, in turn, affect tailgaters' decision-making around the beloved pregame. While the NFL is predicted to continue to fill seats due to a lack of supply, three out of five NFL fans, or 61%, are choosing not to attend a sporting event this year because of cost.
Morning Consult also indicated 41% of survey respondents would rather watch the game from home and per Wells Fargo, this may be one of the best ways to save money during football season. Alcohol away from home was calculated up 4.7% but the cost to upgrade a television was 15% lower. The unique experience of tailgating is an event most die-hard sports fans don't want to miss, even with additional expenses. However, you may notice more people turning to cost-saving methods like watching from home, or skipping additional refreshments as prices continue to surge.