Consumers are celebrating earlier, shopping smarter and increasingly turning to artificial intelligence for costume and decorating ideas.
Americans are expected to spend a whopping $13.5 billion on Halloween this year, surpassing last year’s record $13.1 billion, according to the National Retail Federation (NRF).
Despite concerns about affordability, enthusiasm for the spooky season remains strong, with nearly three-quarters of Americans planning to celebrate.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” said NRF Vice President of Industry and Consumer Insights Allison Zeller.
Zeller noted that shoppers are increasingly looking for bargains, comparing prices and purchasing decorations and costumes they can reuse in future years.
Halloween Is Becoming a Season, Not Just a Day
Halloween shopping is starting earlier than ever.
Nearly half of consumers (49%) began shopping in September or earlier, compared with just 34% a decade ago.
For many, the early start reflects their enthusiasm for autumn and Halloween traditions. Others are spreading purchases over several months to manage their budgets or taking advantage of early sales.
An estimated 74% of Americans plan to celebrate Halloween this year, compared with 68% before the pandemic in 2019.
The most popular Halloween activities include handing out candy (61%), wearing costumes (50%), decorating homes and yards (42%), carving pumpkins (42%) and watching scary movies (42%).
Americans Are Spending More but Looking for Bargains
Consumers are expected to spend an average of $115.14 per person, slightly more than the $114.45 spent in 2025.
However, shoppers are keeping a close eye on prices.
If Halloween merchandise costs more than expected, 31% plan to comparison shop, while 26% will search for coupons and sales. Another 34% are looking for decorations and other purchases they can reuse or repurpose.
Discount stores remain the most popular shopping destination, attracting 39% of Halloween shoppers. Specialty Halloween and costume stores follow at 32%, while 27% plan to shop online.
Small businesses are also benefiting from Halloween’s growing popularity. This year, 13% of consumers plan to shop at local businesses, nearly double the 7% reported in 2016.
Costumes, Candy and Decorations Drive Billions in Spending
Halloween spending is expected to be spread across four major categories:
- Costumes: $4.4 billion, with 71% of shoppers planning purchases.
- Decorations: $4.3 billion, with 78% planning purchases.
- Candy: $4.1 billion, with 96% planning purchases.
- Greeting cards: $800 million, with 42% planning purchases, up from 38% last year.
While candy remains the most widely purchased Halloween item, costumes are expected to account for the largest share of spending.
Artificial Intelligence Joins the Halloween Celebration
Artificial intelligence is becoming an increasingly popular Halloween planning tool.
Nearly half of consumers (47%) report using AI platforms to help with their Halloween shopping. Among the most popular uses are brainstorming costume and decorating ideas and researching products.
“AI is becoming an increasingly common part of the consumer shopping journey,” said Prosper Executive Vice President of Strategy Phil Rist.
Traditional online searches remain the leading source of costume inspiration at 32%, although that figure has fallen from 37% last year and reached its lowest level in a decade.
Retail stores and costume shops are the second-most popular source of costume ideas at 26% and the leading source of decorating inspiration at 31%.
Spider-Man, Witches and Vampires Lead Costume Choices
Americans are expected to spend billions dressing up themselves, their children and even their pets.
Children’s Costumes — $1.5 Billion
Superheroes continue to dominate children’s Halloween costume choices, with Spider-Man leading the pack.
The five most popular choices are:
- Spider-Man — 4.6 million children
- Superhero — 2.3 million
- Princess — 2.2 million
- Witch — 1.6 million
- Ghost — 1.6 million
Adult Costumes — $2 Billion
Adults are sticking with traditional Halloween favorites, although superheroes remain popular.
The top five adult costumes are:
- Witch — 4.8 million adults
- Vampire — 4.2 million
- Batman — 2 million
- Spider-Man — 1.5 million
- Ghost — 1.4 million
Pet Costumes — $920 Million
Halloween isn’t just for humans. Americans are expected to spend nearly $1 billion dressing up their four-legged family members.
Pumpkins remain the most popular pet costume, accounting for 11.6% of selections, followed by hot dogs at 5.9% and ghosts at 2.8%.
Halloween’s Popularity Shows No Signs of Slowing
From elaborate yard displays and superhero costumes to candy-filled trick-or-treat bags, Halloween continues to be a major event for American consumers and retailers.
While families are increasingly mindful of their budgets, the NRF’s findings suggest that rising prices have done little to dampen Americans’ enthusiasm for the holiday.
With projected spending reaching $13.5 billion, Halloween is proving to be more than a one-night celebration. It has become a major retail season of its own.
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