Despite concerns that Halloween sales wouldn’t meet expectations, October proved a strong month for retailers, according to the National Retail Federation.
October retail sales, excluding automobile dealers and gasoline stations, totaled $561.7 billion, up 0.15% month over month and 3.57% year over year, both seasonally adjusted, the CNBC/NRF Retail Monitor concluded. The figures compare with $560.8 billion in September, when sales rose 0.28% month over month and 4.05% year over year.
The Retail Monitor calculation of core retail sales, which excludes restaurants, auto dealers and gas stations, came in at $454.2 billion in October, up 0.26% month over month and 3.36% year over year. In September, core retail sales were $453.1 billion, up 0.27% month over month and 3.73% year over year.
Total sales rose 5.75% in the first 10 months of 2026, while core sales advanced 5.63%. Total sales benefited from a 9.3% increase in electronics and appliances, Retail Monitor reported.
Year-over-year October sales by sector were:
- Building & Garden Supplies: Up 1.73%
- Clothing & Accessories: Up 3.18%
- Electronics & Appliances: Up 9.3%
- Food Services & Drinking Places: Up 4.48%
- Furniture & Home Furnishings: Down 2.62%
- General Merchandise: Up 2.16%
- Grocery & Beverage: Up 1.68%
- Health & Personal Care: Up 4.06%
- Misc. Retail: Up 5.44%
- Sporting Goods, Hobby, Music & Bookstores: Down 0.44%
- Unallocated Non-Store: Up 6.61%
Beginning with September data, Retail Monitor now attributes online sales from store-based retailers to their respective categories, when applicable, so sector figures reflect total omnichannel spending. Retail Monitor reports the remaining non-store retail sales separately. Retail Monitor now makes year-over-year comparisons on a seasonally adjusted basis, consistent with the month-over-month figures. As a result of this methodology update, month-over-month and year-over-year changes are not directly comparable with Retail Monitor figures released before September.
“Retail sales edged higher in October as a strong Halloween season and early winter holiday promotions pulled demand forward,” NRF president and CEO Matthew Shay said in announcing the data. “Households are managing budgets carefully, timing purchases around special offers and sales events in order to stretch their dollars. Retailers continue to offer promotions and value pricing to keep everyday items and holiday gifts affordable.”
The Retail Monitor uses anonymized credit and debit card purchase data from Affinity Solutions.
