WASHINGTON — U.S. consumers are expected to spend a record $13.1 billion on Halloween this year, according to the National Retail Federation’s annual survey conducted with Prosper Insights & Analytics. That’s up from $11.6 billion in 2024 and surpasses the previous record of $12.2 billion set in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen. “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.”
Spending Categories
- Candy: $3.9 billion
- Costumes: $4.3 billion
- Decorations: $4.2 billion
- Greeting cards: $0.7 billion
Per-person spending will reach a record $114.45, nearly $11 more than last year.
Shopper Behavior and Trends
Despite 79% of consumers expecting higher prices tied to tariffs, 73% plan to celebrate Halloween, consistent with last year. Popular activities include handing out candy (66%), dressing in costume (51%), decorating (51%) and carving pumpkins (46%).
Early shopping remains common, with 49% beginning in September or earlier. Top shopping destinations include discount stores (42%), specialty costume shops (31%) and online (31%).
“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,” Prosper Executive Vice President of Strategy Phil Rist said. “Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
Costume Favorites
- Children: Spider-Man, princess, witch, ghost and superhero
- Adults: Witch, vampire, pirate, cat and Batman
- Pets: Pumpkin, hot dog, bumblebee, ghost and superhero
The survey of 8,045 consumers was conducted Sept. 2–9 and has a margin of error of plus or minus 1.1 percentage points.
