Survey: Two-thirds of Halloween shopping to take place in stores
A majority of Americans are planning on celebrating Halloween this year, with spending expected to remain solid.
A new survey from Deloitte reveals that 92% of U.S. households plan to participate in at least one Halloween activity in 2026, with most common planned activities being handing out candy (64%), decorating (59%), watching Halloween-themed movies or shows (50%) and wearing costumes (44%).
Households plan to spend an average of $285 across retail categories, events, activities and dining for Halloween, including $219 on retail spending and $66 on experiences. A third (34%) of those surveyed said they plan to spend more versus 2025, while only 11% plan to spend less.
[READ MORE: NRF: Halloween spending to remain strong with slight increase over last year]
Two-thirds (67%) of consumers are expected to do their Halloween shopping in stores, while 33% plan to do so online. Grocery stores (55%), big box stores (47%), discount/dollar stores (40%) and specialty Halloween stores (32%) are the top retail destinations for the holiday, with price/affordability, overall value and sales, discounts and promotions being the top three drivers of purchases.
Deloitte found that over half (56%) of surveyed households plan to start shopping by September, and 37% of retail shoppers expect to complete most Halloween shopping before Oct. 1.
Notably, those who started their Halloween shopping before mid-August expect to spend 1.7x more on average. Three-quarters (77%) of early shoppers say shopping deals, reusing décor or costumes, or making DIY projects lets them spend more on other Halloween priorities.
Additional highlights from Deloitte’s survey include the following:
- Nearly six-in-10 (58%) respondents expect the economy to remain the same or improve, while 42% expect it to weaken in the year ahead. Despite this, 71% of spenders say they can comfortably afford their planned Halloween celebrations this year.
- Thirty-two percent of early Halloween shoppers plan to use generative AI tools in their shopping decisions.
- Among those planning to hand out candy or treats, 73% say they’ll pass out assorted mini chocolates, 66% plan to give out assorted candies, and 38% say they’ll hand out full-size candy bars.
Deloitte polled 1,500 U.S. households with respondents over 18 years. who were knowledgeable about household Halloween plans and spending. The survey was fielded Aug. 18-26.
