American consumers are still planning to spend on Halloween items this year despite ongoing cost pressures.
Halloween spending is expected to reach $13.5 billion this year, according to the National Retail Federation's annual consumer survey conducted by Prosper Insights & Analytics. The figure maintains the strong spending level of last year's record $13.1 billion. Consumers are expected to spend an average of $115.14 per person, in line with $114.45 per person in 2025.
Three-quarters (74%) of those surveyed are planning to celebrate Halloween this year, on par with 73% last year. Participation in the holiday has held steady since its increased popularity during the pandemic, according to NRF, and is notably higher than pre-pandemic levels, when only 68% of consumers planned to celebrate in 2019. Activities like handing out candy (61%), dressing in costume (50%), decorating their home or yard (42%), carving pumpkins (42%) and watching scary movies (42%) are the top ways consumers plan to celebrate.
Discount stores (39%) continue to be the top destination for Halloween purchases, followed by specialty Halloween/costume stores (32%) and online sites (27%). Thirteen percent of ...