These consumers are most likely to celebrate Halloween
More than half of all consumers plan to celebrate Halloween, but two age groups have much higher intentions to observe the holiday.
Fifty-six percent of consumers intend to celebrate Halloween (Friday, Oct. 31) this year. However, that figure rises to 71% of both Gen Z and millennial consumers. Survey data from Numerator also reveals the most popular celebration plans this year are to decorate the house (56%) and hand out candy or other items to trick-or-treaters (56%).
[READ MORE: Survey: Most consumers plan to make Halloween purchases]
Decorating is most popular among respondents who are boomers and older generations (60%) and those living in the Northeast (62%). Eight-in-10 (81%) plan to purchase candy, followed by decorations (49%), food (44%), costumes or apparel (39%), alcoholic beverages (21%) and party supplies (15%).
Shopping preferences
More than six-in-10 (62%) respondents who plan to celebrate Halloween say they will do most or all their shopping in-store, compared to just 11% who will shop mostly online. Top destinations include:
- Big box stores like Walmart or Target (61%).
- Grocery stores (43%).
- Discount or dollar stores (38%).
- Online retailers (32%).
- Specialty retailers like Spirit Halloween or Hobby Lobby (17%).
- Local shops or small businesses (15%).
Spending plans
Half of respondents who intend to celebrate said they plan to spend the same amount for Halloween this year compared to last year, with 19% saying they will spend more and 22% saying they will spend less. The recent National Retail Federation annual consumer survey Halloween spending is expected to reach a record $13.1 billion this year, up from $11.6 billion last year and topping the previous $12.2 billion record set in 2023.
In addition, half of respondents planning to observe Halloween say tariffs will have some effect on their holiday shopping. One-in-five say tariffs will significantly impact their Halloween shopping, 17% expect a moderate impact, and 13% expect a slight impact.
Other findings
- One-in-four respondents planning to celebrate Halloween say they actively avoid candy with artificial colors and dyes, while 37% said they are not really concerned about these ingredients when it comes to candy.
- Gen X respondents are more likely to purchase nearly all major candy brands than any other generation, with Gen Z showing lower household penetration for many brands.
The Numerator Q4 2025 Holiday Preview survey was fielded to 5,006 U.S. consumers in October 2025 and highlights consumer plans for five key holidays occurring in October, November and December 2025. Over 1,000 shoppers shared details of their Halloween plans.
