Halloween Spending to Reach $13.5 Billion in 2026, Reflects Consumer Trends

Consumer spending for Halloween is set to hit $13.5 billion in 2026, according to the National Retail Federation (NRF) and its annual survey conducted by Prosper Insights & Analytics. This expected figure builds upon last year's record of $13.1 billion and underscores sustained consumer interest in the holiday.

Allison Zeller, NRF’s Vice President of Industry and Consumer Insights, commented, “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind.” This observation suggests that while consumers are enthusiastic about the holiday, they are also being strategic in their spending, opting for value where possible. Retailers have responded by offering a diverse range of products across different price points.

Shopping Trends and Timing

Nearly half of consumers (49%) plan to begin their Halloween shopping in September or earlier, a trend consistent with findings from the previous year. Notably, this early shopping percentage has increased from just 34% in 2016, indicating that Halloween has evolved from a single-day event into a season-long celebration.

Enthusiasm plays a vital role in this early shopping trend: 42% of early purchasers are motivated by their love for fall, while 34% enjoy Halloween as one of their favorite holidays. Additionally, cost-consciousness drives 23% of these shoppers to buy items early, allowing them to distribute their expenses over time. Another 21% cite attractive pricing and promotions as their reason for shopping early.

Participation and Spending Behavior

Participation in Halloween festivities remains robust, with 74% of consumers planning to celebrate this year—mirroring last year's rate and significantly higher than the 68% who planned to celebrate prior to the pandemic. Traditional activities such as distributing candy (61%), dressing up (50%), home and yard decorating (42%), pumpkin carving (42%), and watching horror films (42%) dominate consumers' plans.

On average, consumers are expected to spend $115.14 per person on Halloween, a slight increase from $114.45 in 2025. While they display a commitment to celebrating, consumers are also focused on budgeting. About 31% plan to comparison shop if prices exceed expectations, 26% will look for coupons, and another 34% are considering items that can be reused in future years to maximize their value.

Spending Categories and Shopping Venues

Spending categories largely remain stable year-over-year. Candy is projected to be the biggest expense, with 96% of consumers planning to spend about $4.1 billion on sweets. Decorations are next, with 78% of consumers expected to spend $4.3 billion, while costumes will see around $4.4 billion in spending from 71% of shoppers. Additionally, 42% of consumers plan to buy greeting cards, an increase from 38% in 2025, with spending on these cards anticipated at $0.8 billion.

When it comes to where consumers are shopping, discount stores emerge as the leading destination for Halloween purchases, with 39% of respondents preferring these outlets. Specialty Halloween and costume stores follow closely at 32%, with online shopping making up 27%. Local and smaller businesses have seen a surge in interest, with 13% of consumers choosing to buy from these establishments, nearly doubling from just 7% in 2016.

The Role of Technology in Halloween Shopping

This year, nearly half (47%) of consumers report utilizing AI technologies and tools to assist in their Halloween shopping. The primary uses include brainstorming and generating ideas during planning (34%) and seeking recommendations or insights while researching products (32%). Phil Rist, Executive Vice President of Strategy at Prosper, noted that “AI is becoming an increasingly common part of the consumer shopping journey.”

Despite its increased usage, online searches (32%) remain the top source for costume inspiration, although this marks a drop from 37% last year, the lowest in a decade. Retail outlets and costume shops are the second most popular inspiration source for costumes (26%) and the leading source for decoration ideas (31%).

Costume Spending Insights

The breakdown of expected spending on costumes reveals interesting trends among different demographics. For children, spending on costumes is projected at $1.5 billion this year, with comic book characters leading the pack. An estimated 4.6 million children are expected to dress up as Spider-Man, followed by 2.3 million identifying as superheroes. Other popular choices include costumes for princesses (2.2 million), witches (1.6 million), and ghosts (1.6 million).

For adults, the forecast indicates $2 billion set aside for costumes, with favored choices including witches (4.8 million), vampires (4.2 million), Batman (2 million), and Spider-Man again making the list with 1.5 million opting for this character. Ghosts remain a common choice, too, with 1.4 million adults expected to dress as one.

In the realm of pets, spending is expected to reach $0.92 billion, with popular costume themes including pumpkins (11.6%), hot dogs (5.9%), and ghosts (2.8%).

Survey Methodology

The NRF's consumer shopping survey, which has been conducted since 2005, collected responses from 7,889 participants regarding their Halloween shopping plans. The survey was conducted from September 1 to September 9, 2026, carrying a margin of error of ±1.1 percentage points.

As a principal entity providing insights into consumer behaviors and spending patterns, the NRF continues to offer valuable data around seasonal trends, ensuring retailers stay informed about consumer expectations and financial planning as they approach the upcoming holiday seasons.