By Ethan Faverino |
Americans are expected to spend $13.5 billion on Halloween this year, surpassing last year’s record of $13.1 billion, according to the National Retail Federation’s (NRF) annual consumer survey conducted by Prosper Insights & Analytics.
The survey found that 74% of consumers plan to celebrate Halloween this year, compared to 73% in 2025 and 68% in 2019, reflecting the holiday’s continued popularity among American households.
Despite increased spending, consumers are expected to remain mindful of rising costs, with average spending projected at $115.14 per person, slightly above last year’s $114.45.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” stated NRF Vice President of Industry and Consumer Insights Allison Zeller.
“For more than two decades, NRF’s Halloween survey has tracked how consumers celebrate the holiday, and this year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season,” added Zeller.
According to the survey, nearly half of consumers (49%) planned to begin their Halloween shopping in September or earlier, an increase from 34% in 2016.
Among those shopping early, 42% cited their enthusiasm for the fall season, while 34% said Halloween was one of their favorite holidays. Another 23% said they began shopping early to spread out their expenses, while 21% were motivated by discounts and promotions.
Consumers are also adjusting their purchasing habits in response to higher prices. Nearly one-third (31%) said they would compare prices between retailers if Halloween merchandise costs more than expected, while 26% would seek coupons or sales. Another 34% plan to purchase items that can be reused in future years or repurposed for other occasions.
Costumes are expected to account for the largest share of Halloween spending at $4.4 billion, followed by decorations at $4.3 billion, candy at $4.1 billion, and greeting cards at $800 million.
Of the projected costume spending, consumers are expected to spend approximately $2 billion on adult costumes, $1.5 billion on children’s costumes, and $920 million on pet costumes.
Candy remains the most popular Halloween purchase, with 96% of shoppers planning to buy sweets. Additionally, 78% plan to purchase decorations, 71% expect to buy costumes, and 42% plan to purchase greeting cards.
Discount stores remain the leading shopping destination for Halloween merchandise, attracting 39% of consumers, followed by specialty Halloween and costume stores at 32% and online retailers at 27%.
Local and small businesses are also attracting more Halloween shoppers, with 13% planning to make purchases at these establishments, nearly double the 7% reported in 2016.
The survey also highlighted the growing role of artificial intelligence in consumer shopping habits.
Nearly half of consumers (47%) reported using AI platforms or tools to assist with Halloween shopping, including brainstorming costume and decoration ideas and researching potential purchases.
Online searches remain the most popular source of Halloween costume inspiration at 32%, although that figure declined from 37% last year and reached its lowest level in a decade.
The most common Halloween activities this year include handing out candy (61%), dressing in costumes (50%), decorating homes or yards (42%), carving pumpkins (42%), and watching scary movies (42%).
Ethan Faverino is a reporter for AZ Free News. You can send him news tips using this link.
