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Halloween spending is expected to reach a record $13.1 billion this year, up from last year’s $11.6 billion and the previous record of $12.2 set in 2023, according to the National Retail Federation’s (NRF) annual consumer survey conducted by Prosper Insights and Analytics.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” says Katherine Cullen, NRF vice president of industry and consumer insights. “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.”
A majority of Halloween shoppers (79%) anticipate prices will be higher this year due to tariffs. Despite this, 73% of consumers still plan to celebrate the holiday by handing out candy, 66% plan on dressing up in costume, 51% will decorate their home or yard. Candy continues to be the most popular purchase, with total spending expected to reach $3.9 billion.
Per-person spending has reached a record high of $114.45, nearly $11 more than last year. 49% of shoppers began Halloween shopping in September or earlier, a slight increase from last year.
“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,” says Phil Rist, Prosper executive vice president of strategy. “Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
