Candy bowls get all the attention, but costumes and decorations are taking even bigger bites out of Halloween budgets. This year’s shopping plans reveal a holiday that extends well beyond October 31. Here’s what Americans expect to spend and where that money is going.
The $13.5 Billion Headline
U.S. consumers are expected to spend $13.5 billion on Halloween this year, according to the National Retail Federation. That’s up from last year’s record of $13.1 billion. The figure comes from a survey of 7,889 shoppers taken in early September, so it’s a forecast of plans, not a final sales tally.
The $115.14 Per-Person Tab
NRF’s survey found that consumers are expected to spend an average of $115.14 per person. Last year’s figure was $114.45, so the gain is just 69 cents. Individual budgets barely moved. NRF’s Allison Zeller said in the release, “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind.”
Costumes Lead the Pack
Costumes top the list at $4.4 billion, with NRF’s survey showing 71% of shoppers plan to buy one. Adult costumes make up $2 billion of that. Spider-Man is the top pick for kids, and witches lead the list for adults.
Decorations Are Hot on Costumes’ Heels
Decorations come in a close second at $4.3 billion, with 78% of shoppers planning to buy some, NRF reports. On NRF’s rounded numbers, the gap between the two is about $100 million. Retail stores and costume shops are the top source of decorating ideas.
Candy Wins the Vote, Not the Budget
Almost everyone buys candy: 96% of consumers plan to, NRF found. But the sweets add up to $4.1 billion, which puts candy third behind costumes and decorations. Handing out candy is also the most popular way to mark the holiday, at 61%.
Even the Dog Gets a Budget
Consumers plan to spend $920 million on pet costumes, according to NRF’s 2026 survey. A year earlier, the figure was $860 million, per the 2025 survey. A pumpkin is the most popular pet costume, at 11.6%, ahead of a hot dog.
Up $1.9 Billion in Two Years
In 2024, shoppers were expected to spend $11.6 billion on Halloween, according to NRF’s 2025 survey. This year’s forecast of $13.5 billion is $1.9 billion higher. It wasn’t a straight line, though. The 2024 forecast fell below the record set in 2023.
A Budget Line, Not an Impulse Buy
About half of shoppers, 49%, plan to start buying in September or earlier, NRF found. If prices run higher than expected, 34% say they will look for items to reuse or repurpose, and 31% will compare prices. For many shoppers, Halloween isn’t an impulse buy. It’s a budget line they plan ahead for and stretch.