The National Retail Federation’s annual 2026 Halloween consumer survey conducted by Prosper Insights & Analytics shows consumer spending on Halloween is expected to reach $13.5 billion this year.
Halloween shopping highlights for 2026:
Consumer spending on Halloween is expected to reach $13.5 billion this year.
Halloween remains a popular holiday for consumers, with 74% planning to celebrate this year.
About half of consumers (49%) say they began shopping for Halloween in September or earlier.
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 mark the occasion.
Halloween spending explained
2026 Halloween consumer spending Q&A
Video Q&A with NRF Senior Analyst Lea Grgich on Halloween 2026 consumer spending and trends.
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Halloween Data Center
Consumer spending trends during the spookiest retail event of the year.
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NRF 2026 Halloween Consumer Shopping Survey FAQ
What is NRF forecasting for 2026 Halloween spending?
The National Retail Federation expects U.S. consumer spending on Halloween to reach $13.5 billion in 2026, compared with the record $13.1 billion in 2025, as shoppers maintain their strong spending on the holiday. Consumers expect to spend an average of $115.14 per person, compared with $114.45 in 2025.
When do consumers begin shopping for Halloween?
Consumers continue to shop early for Halloween, driven by their excitement for the holiday and season overall. Nearly half of consumers (49%) plan to begin shopping for Halloween in September or earlier, compared with 34% a decade earlier in 2016.
Among early shoppers, 42% say they start early because they look forward to fall, while 34% say Halloween is one of their favorite holidays. Additionally, 23% shop early to spread out their budgets and 21% are motivated by prices or promotions that are too good to pass up.
Where are consumers shopping for Halloween?
Discount stores and specialty Halloween and costume stores continue to play a large role in consumers’ Halloween shopping, while local or small businesses grow in popularity. Discount stores remain the top destination for Halloween purchases, with 39% of consumers planning to shop at these retailers. Specialty Halloween or costume stores follow at 32%, and 27% plan to shop online.
Additionally, 13% plan to make Halloween purchases at local or small businesses, nearly double the 7% who planned to do so in 2016.
Are consumers concerned about higher costs this Halloween?
Seventy-nine percent of consumers expect prices on Halloween items will be higher this year specifically due to tariffs. In the event of higher prices, consumers plan to look for items they can re-use in future years or settings (34%), comparative shop more (31%) and look for coupons or sales more often (26%).
What percentage of consumers plan to celebrate Halloween?
Seventy-four percent of consumers plan to celebrate Halloween this year, roughly in line with 73% in 2025. The holiday’s popularity has grown the past several years and remains above pre-pandemic levels, when 68% of consumers planned to celebrate Halloween in 2019.
How are consumers planning to celebrate Halloween?
The most popular Halloween activity is handing out candy, at 61%, followed by dressing in costume at 50%. Other popular activities include decorating a home or yard (42%), carving pumpkins (42%) and watching scary movies (42%).
How are consumers using AI to shop for Halloween in 2026?
Nearly half of consumers (47%) are using AI platforms and tools to support their Halloween shopping in 2026. Among the top uses are brainstorming and coming up with ideas while planning (34%) and asking for recommendations or ideas during product research (32%).
What is the methodology for NRF’s 2026 Halloween consumer shopping survey?
NRF has conducted its annual Halloween consumer shopping survey since 2005. The 2026 survey asked 7,889 consumers about their Halloween shopping plans. It was conducted Sept. 1 – 9 and has a margin of error of plus or minus 1.1 percentage points.
Historical highlights
2025
Press Release: NRF Consumer Survey Finds Halloween Spending to Reach Record $13.1 Billion
Articles:
Video Q&A: View here
2024
Press Release: Nearly Half of Halloween Shoppers to Start Purchasing Items Before October
Video Q&A: View here
2023
Article: 5 things to know about how consumers are shopping for Halloween
Press release: Halloween Spending to Reach Record $12.2 Billion as Participation Exceeds Pre-Pandemic Levels
Video Q&A: View here
2022
Article: 3 Ways Generation Z is celebrating Halloween this year
Press release: Halloween participation returns to pre-pandemic levels with record spending
Results of the Halloween spending survey are released each year in late September.