WATERVILLE (AP) – Sales of high-end television sets have been surging in the days leading up to Sunday’s Super Bowl.

Salesmen at small family owned electronics stores and large department stores said sales have increased 20 percent to 40 percent since the New England Patriots defeated the Pittsburgh Steelers two weeks ago to earn their third Super Bowl berth in four years.

The sales growth mirrors a similar surge during the Boston Red Sox postseason run in October.

TV dealers said that when New England’s major sports teams compete for championships, it seems to motivate many Mainers to put down their cash for expensive televisions.

“When the sports do well, we do well,” said Gary Batey, owner of Batey’s TV and Appliance in Fairfield. He said business is up about 20 percent.

Kurt Davis, a salesman at Fortin’s TV Appliance & Furniture in Winslow, said he’s been selling about four high-definition TVs a day.

“Somebody who was already thinking of buying, it just clinches it for them,” Davis said.

At Sears in Augusta, salesman Brian Leavitt said he’s been selling about three plasma-screen TVs a week since the playoffs. He also installs them.

“I’m out every night (after work) doing installation,” he said. “People want to get them set up for the Super Bowl.”

Even though prices for high-end TVs have fallen in the past year, they can still cost several thousand dollars each.

That’s why Rick Haskins of Sidney, who bought a plasma TV in November, advises people to not buy one on a whim. Haskins bought his 50-inch Panasonic model after researching different offerings online.

“It’s a big investment for sort of a last-second decision,” said Haskins.