The National Retail Federation forecasts that consumer Halloween spending will reach $13.5 billion this year, up from last year’s record $13.1 billion, as consumer enthusiasm for the occasion continues to rise.
In the annual NRF-sponsored survey conducted by Prosper Insights & Analytics, 74% of consumers said they planned to celebrate Halloween, up slightly from 73% last year. Holiday participation has remained elevated since growing during the pandemic and is notably higher than pre-COVID levels, when 68% of consumers planned to celebrate Halloween in 2019. The sustained enthusiasm can benefit retailers beyond categories traditionally associated with the holiday as Halloween increasingly becomes a broader seasonal shopping occasion.
NRF noted that 49% of consumers surveyed said they planned to begin Halloween shopping in September if they hadn’t already done so earlier, matching last year. NRF indicated that the percentage of consumers shopping before October has grown over the past decade, rising from 34% in 2016. The advance illustrates how Halloween has stretched from a single-day event into its own shopping season for many consumers. In 2026, 42% of consumers shopping earlier said they did so because they look forward to fall. A third of consumers also cited Halloween as one of their favorite holidays.
Discount stores, cited by 39% of survey respondents, remain the top destination for Halloween shopping, followed by specialty Halloween/costume stores (32%) and online (27%). Local and small businesses have enjoyed increased shopper interest, with 13% of consumers planning to make Halloween purchases at neighborhood retailers, almost double the 7% recorded in 2016.
Consumers anticipated participating in Halloween activities such as handing out candy, at 61%; dressing in costume, at 50%; and, in 42% of cases, decorating homes or yards, carving pumpkins and watching scary movies.
Value plays a particular role in Halloween trends this year, with 23% of early shoppers saying they started purchasing well before the holiday to spread out their budgets and 21% saying they were motivated because prices and promotions were too good to pass up.
Overall, 31% of consumers said that when they encountered higher-than-expected prices on Halloween items, they would comparison shop, while 26% said they would look for coupons or sales. Another 34% would look for items they could reuse for future Halloweens or repurpose for other occasions or settings.
In 2026, 47% of respondents said they would use AI platforms and tools to support their Halloween shopping, with main use cases including brainstorming ideas while planning (34%) and asking for recommendations or ideas during product research (32%).
Foremost Halloween shopping categories remain candy, with 96% of shoppers intending to make a purchase, followed by decorations at 78% and costumes at 71%. Greeting cards have gained in popularity, with planned purchases increasing to 42% from 38% in 2025.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” NRF vice president of industry and consumer insights Allison Zeller said in announcing the survey results. “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.”
Prosper executive vice president of strategy Phil Rist added, “AI is becoming an increasingly common part of the consumer shopping journey. As consumers prepare for Halloween, many are using these tools to brainstorm costumes and decorating themes, explore production options and find inspiration that help bring their celebrations to life.”
