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COLORADO SPRINGS, COLO. -- The Super Bowl is just a few days away and, according to a new survey, more Americans will tune into this year's 'big game' than ever before.

The Retail Advertising and Marketing Association's (RAMA) 2012 Super Bowl Consumer Intentions and Actions Survey found an estimated 173 millions people will watch the game Sunday, the most in the survey's eight year history. Last year, the Super Bowl attracted 171 million viewers.

The survey also found that nearly 5.1 million people will purchase a new television specifically for the game. That means big business for electronics retailers.

"The Super Bowl is always good for TV sales," Larry Powers, president of the Sound Shop in Colorado Springs, said. "Our sales now are better than ever."

Powers said he has had a rush of customers in his store in the days leading up to the Super Bowl.

"Many came in around the playoffs, but others are coming in now and getting ready for the big game," he said. "It's exciting."

The Super Target on Powers has also seen a boost in sales before the big game, but staff said that happens every year.

"Every week leading up to Christmas," Jeremy Reed, electronics supervisor at Super Target, said, "doesn't compare to what happens this week for televisions."

However, Reed said this year will be the first time the store location has put every television on sale before the Super Bowl. He expects sales to continue through the weekend, even on Super Bowl Sunday.

"The good thing is this store gets a shipment in every day," Reed said. "We should have plenty [televisions] stock."

Reed and Powers said most customers that visit their stores are looking to upgrade the size of televisions, but Powers said, bigger is not always better.

"You want to be cautious there," Powers said. "I'd rather see somebody buy a quality medium sized TV than a poor quality great big TV."

No matter what size television a shopper chooses to buy, the RAMA survey found consumer spending is expected to hit a new record this year. Including apparel, electronics, snacks and all related merchandise, total Super Bowl spending is expected to reach $11 billion.