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The National Retail Federation expects Halloween spending to hit a record $13.5 billion this year. Last year’s record was $13.1 billion, and shoppers say they are watching what they pay.
What the NRF Survey Found
How much will people spend on Halloween?
The NRF projects $13.5 billion in total. About 74% of consumers plan to celebrate. They expect to spend $115.14 each, a little more than the $114.45 of 2025. Prosper Insights & Analytics ran the survey of 7,889 consumers from September 1 to 9. The margin of error is 1.1 points.
Where does the money go?
Costumes lead at $4.4 billion, with decorations at $4.3 billion and candy at $4.1 billion. Greeting cards add $0.8 billion. Pets get a share too, since pet costumes alone account for $0.92 billion.
Where are people shopping?
Discount stores top the list at 39% of shoppers. Specialty Halloween stores follow at 32%, and online is at 27%. Local and small businesses reach 13%, about double their share in 2016.
Are shoppers using AI tools?
The NRF says 47% of consumers use AI tools for Halloween shopping. That is nearly half of all shoppers.
Are shoppers cutting back?
NRF’s Allison Zeller said consumers are approaching the season with affordability in mind. About 31% would comparison shop if prices run high, and 26% would look for coupons or sales.
How to Trim Your Halloween Spending
Can you reuse costumes and decorations?
The NRF says 52% repurpose about half or more of their costume items each year. For decorations, 73% reuse items. Families with children go further, at 60% for costumes and 76% for decor.
Does shopping early help?
Nearly half of shoppers, 49%, plan to start in September or earlier. The NRF does not say whether that saves money.
How do you set a limit?
Set a number before you shop. The $115.14 average makes a handy yardstick, though it is planned spending, not a target. Check a discount store and online prices before you buy.
Editor’s Take
Record Halloween spending headlines can overstate how freely people spend. The average per person rose by only 69 cents. Part of the total’s growth likely comes from more people celebrating, 74% versus 73% last year.
Halloween is Saturday, October 31, so there is still time to compare prices and reuse what you own.
