With the 49ers making it to the Super Bowl, excited fans are buying everything from hats to big screen TVs.
The San Francisco 49ers are in Super Bowl for the first time since 1995, and local fans are getting ready.
Big box retailers are offering steep discounts on televisions right now.
Target even has a Fan Central aisle. "Normally we have a big influx of TVs and on that Saturday, selling every hour," said Target employee, Steve Garrett.
Local rental stores are also busy. "Our special deal right now is our 50 inch Panasonic deal for $19.99 a week," said Constantino Pancheo with Rent A Center.
Local 49er fan Lamont Miller is shopping for everything from food to furniture. "Everybody wants to drink, wants to party; might as well throw it big," said Lamont.
The home team makes this game season feel bigger but the retail marketing association says it is bigger. 17 million football fans are expected to shop for game day, which is up from 15 million last year.
Super Bowl spending hit $11 billion last year.