Full Breakdown
Record Halloween Spending Projected at $13.5 Billion
By Drooid · · How we work
Core Event
The National Retail Federation’s (NRF) annual Halloween survey, conducted with Prosper Insights & Analytics, projects that U.S. consumers will spend a record $13.5 billion on Halloween this year. This surpasses the previous record of $13.1 billion set last year. The forecast is based on responses from 7,889 shoppers surveyed in early September.
Spending Breakdown
- Costumes: $4.4 billion, with adults favoring witches (?4.8 million planners) and children favoring Spider-Man.
- Decorations: $4.3 billion.
- Candy: $4.1 billion.
- Pet costumes: an estimated $920 million, featuring pumpkins, hot dogs, and ghosts.
The average consumer is expected to spend $115.14 on the holiday, and about 74 % of Americans plan to celebrate.
Consumer Shopping Patterns
Nearly half of shoppers (49 %) intend to begin purchasing in September or earlier, aiming to spread costs or capture sales. Price-sensitivity is evident: 31 % say they will compare prices if costs rise, 26 % will seek coupons or sales, and 34 % intend to buy reusable items. Discount retailers remain the top shopping venue, followed by specialty costume stores and online platforms. Notably, 47 % of respondents plan to use artificial-intelligence tools for ideas and inspiration.
Official Outlook
The NRF emphasizes that while enthusiasm for Halloween remains high, shoppers are consciously managing budgets. The federation highlights the growing role of AI in holiday planning and the continued importance of value-driven purchasing decisions.
Why It Matters
The projected spending surge reflects broader trends in consumer willingness to invest in experiential holidays, even amid cost-conscious behavior. High expenditures on costumes and decorations suggest a shift toward more elaborate celebrations, while the rise in AI-assisted shopping points to evolving retail technology adoption. These dynamics may influence retailer inventory strategies, promotional timing, and the development of reusable holiday products in future seasons.