The hype will only build this week as we get closer to the year's biggest sporting event.
If you want to feel like you're part of the action from the comfort of your own home, you may want a high-definition television.
Retailers push the luxury screens during the Super Bowl frenzy.
News 10 spoke with one consumer who says those ads can be tempting.
Just one look at a HD TV can easily put Kenneth Thomas in a daze.
"It's just an awesome thing to have," he says.
He already owns one, but tempting store ads are reeling him into places like Circuit City.
"Definitely, persuasive! I'm going to just try and look and see if I can make it out the door without getting something," he says.
But with the Super Bowl right around the corner, he admits it won't be easy.
"I still want to get that big monster one," he says.
That way he says he can feel like he's right there at the big game cheering on his favorite team.
"This time I'm going to cheer for the Colts. All the action is going to feel like it's underneath my fingertips," he says.
"It's the Super Bowl! We treat that just as big as we do the day after Thanksgiving or after Christmas sales," he says.
And store manager Brian Davila says so do many customers.
"A lot of people are coming in this time of year who've never been our store before, they've never seen HD," he says.
And even consumers who aren't necessarily football fans are taking full advantage of incentives and discounts this time of year.
"We've got special financing on our Circuit City cards. Everybody that comes in is not going to be a football fan but they're definitely going to be able to take advantage of the same great deals," says Davila.
And Thomas might just be one of them.
"Once you get used to that TV, you want another one, one for this room and one for the front room, and the bedroom," says Thomas.
Especially so he doesn't miss any of Sunday night's big football action.
The National Retail Federation estimates 2.5 million Americans will buy a new television for Super Bowl Sunday, that's up from 1.7 million last year.