The Super Bowl creates winners and losers in the local restaurant and retail scene just as it does on the football field.

Make no mistake: Americans will be in a spending mood this weekend. The average game watcher this year will spend $68.54 on bowl-related expenses this year, on items such as parties, snacks, athletic apparel, and even new televisions, according to a survey conducted for the National Retail Federation. Total Super Bowl spending is projected to reach a robust $12.3 billion.

For some Miami Valley merchants — pizza shops that deliver, sports bars and beer-and-wine carryouts — the impact of Super Bowl Sunday is truly super. But fine dining restaurants and even those pizza shops that specialize in sit-down dinners often hear crickets chirping in their dining rooms on Super Bowl Sunday night.

More than 179.1 million people will watch the game Sunday, February 3, the most in the survey’s nine-year history.

Here are some facts and figures on Super Bowl viewing and spending this year, according to the National Retail Federation, National Chicken Council.

• Total Super Bowl spending: $12.3 billion

• Projected viewers: 179.1 million

• Percent of Viewers who intend to buy food and beverages to celebrate the game: 74 percent.

• Number of households that will buy new furniture items, such as entertainment centers, chairs and couches: 3.9 million

• Number of fans planning to buy team apparel or accessories to support their team: 17 million

• Number of wing portions that will be eaten during Super Bowl weekend: 1.23 billion

Read a complete version of this story in tomorrow’s Dayton Daily News.