A National Retail Federation survey found Halloween spending is likely to reach a record $13.1 billion this year, compared to $11.6 billion in 2024 and the previous record of $12.2 billion in 2023.
In the survey, conducted by Prosper Insights & Analytics, per-person spending intent reached a record high of $114.45, almost $11 ahead of the 2025 figure and more than $6 ahead 2023’s previous record of $108.24.
Discount stores, at 42%, remain the top destination to buy Halloween items, followed by specialty Halloween/costume stores, at 31%, and online, at 31%. Discount stores saw a five-percentage point increase in shopping intention this year versus 2024. The leading sources of Halloween inspiration continue to be online searches, for 37% of consumers, followed by a retail store or costume shop visit, for 27%, and friends and family, for 21%.
As was the case in 2024, consumers are moving toward early shopping, with 49% beginning to shop during September or earlier, a slight increase from 47% last year. The leading reasons consumers start Halloween shopping early include because they are looking forward to fall, for 44%; Halloween is one of their favorite holidays, for 37%; they do not want to miss out on desired items, for 33%; and they want to avoid the stress of last-minute shopping, for 33%.
Although consumers suggested they were ready to spend, most Halloween shoppers, at 79%, believe prices will be higher this year specifically because of tariffs. Such reservations aside, 73% of consumers said they plan to celebrate the holiday, in line with last year’s 72%, according to NRF.
Top holiday activities include handing out candy, for 66% of consumers; dressing up in costume, for 51%; and decorating a home or yard, for 51%. Compared with last year, NRF indicated, more people also plan to carve a pumpkin, at 46%; throw or attend a party, at 32%; visit a haunted house, at 24%; and dress up their pets, at 23%.
NRF anticipates candy spending to reach $3.9 billion and costume spending to reach $4.3 billion. Some 78% of survey respondents said they would purchase decorations, up from 75% last year, with spend coming in at $4.2 billion in total. Also, 38% said they would purchase greeting cards, up from 33%, with spend coming in at $700 million.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” aid Katherine Cullen, NRF vice president of industry and consumer insights. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
Phil Rest, Prosper executive vice president of strategy, added. “For consumers looking to balance their budgets, strategies such as buying early to spread out purchases or shopping at discount stores are just some ways they are being mindful of costs. Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
