NRF: Halloween spending to remain strong with slight increase over last year
American consumers are still planning to spend on Halloween items this year despite ongoing cost pressures.
Halloween spending is expected to reach $13.5 billion this year, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The figure maintains the strong spending level of last year’s record $13.1 billion. Consumers are expected to spend an average of $115.14 per person, in line with $114.45 per person in 2025.
Three-quarters (74%) of those surveyed are planning to celebrate Halloween this year, on par with 73% last year. Participation in the holiday has held steady since its increased popularity during the pandemic, according to NRF, and is notably higher than pre-pandemic levels, when only 68% of consumers planned to celebrate in 2019. Activities like handing out candy (61%), dressing in costume (50%), decorating their home or yard (42%), carving pumpkins (42%) and watching scary movies (42%) are the top ways consumers plan to celebrate.
Discount stores (39%) continue to be the top destination for Halloween purchases, followed by specialty Halloween/costume stores (32%) and online sites (27%). Thirteen percent of consumers are planning to make Halloween purchases at local retailers, almost double 7% a decade ago in 2016.
About half (49%) say they plan to begin shopping for Halloween in September or earlier, on par with last year, although the percentage of consumers shopping before October has grown over the past decade, rising from 34% in 2016.
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Forty-two percent of early shoppers say they do so because they look forward to fall, while a third (34%) cite Halloween as one of their favorite holidays. Value also plays a role, with 23% of early shoppers saying they purchased items early to spread out their budgets. Twenty-one percent said they were motivated to shop early because prices and promotions were too good to pass up.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” said Allison Zeller, NRF’s VP of industry and consumer insights. “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. Retailers understand these priorities and are offering a wide range of products across price points, making it easier for consumers to celebrate in ways that fit their budgets.”
Additional insights from NRF’s Halloween survey include the following:
- Nearly one-third (31%) of respondents say they will comparatively shop this year to save money, while 26% say they will look for coupons or sales. Another 34% plan to look for items they can reuse in future years or repurpose for other occasions or settings.
- Nearly half (47%) of consumers are using AI platforms and tools to support their Halloween shopping this year, with top uses including brainstorming and coming up with ideas while planning (34%) or asking for recommendations or ideas during product research (32%).
- Online searches (32%) remain the leading source for Halloween costume inspiration, though the figure is down from 37% last year and marks its lowest level in a decade.
- Retail stores and costume shops are the second most popular inspiration source for costumes (26%) and the top inspiration for decorations (31%).
NRF’s 2026 survey asked 7,889 consumers about their Halloween shopping plans. It was conducted Sept. 1-9 and has a margin of error of plus or minus 1.1 percentage points.
