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WINSTON-SALEM — When the New England Patriots and the New York Giants go head to head in the Super Bowl on Sunday, many folks will be watching them on new televisions.

Local companies that sell TVs have been seeing a stream of shoppers in their stores who are interested in buying TVs before the game.

"People started coming in during the playoffs," said Eugene Mitchell, the general manager for hhgregg on Griffith Road in Winston-Salem. "It's been pretty steady as far as the Super Bowl."

He said customer traffic tends to pick up closer to the big game.

According to a survey by the Retail Advertising and Marketing Association, 173 million people will watch the game. That's a 1.2 percent increase from 171 million last year.

Of the people planning to watch the game, at least 5.1 million will buy a new television specifically for the big day, compared with 4.5 million last year and 3.6 million in 2010, the organization said. Total Super Bowl spending is expected to reach $11 billion, factoring in TVs, food, decor and other expenses.

Charles Geer of Winston-Salem just couldn't wait any longer for a new TV for his family, especially because his favorite team, the Patriots, is in the Super Bowl.

"We have one, but now with the Super Bowl, it's a must-have," he said while shopping at hhgregg. He has a stand ready for the Samsung 43-inch plasma TV that he was interested in buying.

Sears stores are seeing an increased interest in smart TVs that include built-in Wi-Fi to connect applications such as Facebook, Netflix and Pandora, said Larry Costello, a spokesman for Sears Holdings.

"But of course, size of the TV is a priority for those who are interested in watching sports with family and friends," Costello said. "And this Sunday is one of the biggest sports events of the year."

Costello said that many Americans host viewing parties for the big game. "So they are looking to upgrade their systems with either a bigger television, one that's got current technology or a better sound system," he said.

Several retailers that sell TVs have been promoting Super Bowl discounts all week.

Audio Video Solutions in Clemmons typically sees increased sales in January and February, partly because of the Super Bowl, said owner Will Brookshire.

The company designs, sells and installs custom audio and video systems, including home theater rooms.

"Usually the last-minute Super Bowl customer wants us to just come in and mount the TV and clean everything up for their Super Bowl parties," Brookshire said. "They want a one-day install."