Halloween Spending to Hit $13.5 Billion: NRF

Higher prices and a tumultuous political environment are apparently not spooking U.S. consumers looking to celebrate Halloween this year. Such spending is expected to reach $13.5 billion, according to the National Retail Federation’s latest annual consumer survey for the holiday conducted by Prosper Insights & Analytics.

That figure maintains the strong spending level of last year’s record $13.1 billion and reflects consumers’ continued enthusiasm for the holiday, the survey’s sponsors said.

Still, many consumers say they will temper their enthusiasm for fun with a plan to get the most for their money.

“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” said NRF VPof Industry and Consumer Insights Allison Zeller. “For more than two decades, NRF’s Halloween survey has tracked how consumers celebrate the holiday, and this year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season. Retailers understand these priorities and are offering a wide range of products across price points, making it easier for consumers to celebrate in ways that fit their budgets.”

Here are some other key findings from this year’s survey:

• About half of consumers (49%) say they plan to begin shopping for Halloween in September or earlier, on par with last year. But a longer view shows the percentage of consumers shopping before October has grown over the past decade, rising from 34% in 2016 and highlighting how Halloween has stretched from a single-day event into a season for consumers.
• While consumers are expected to spend an average of $115.14 per person, in line with $114.45 per person in 2025, they remain mindful of costs and are taking a strategic approach to their Halloween purchases. As part of this, consumers are planning ahead. If they encounter higher-than-expected prices on Halloween items, nearly one-third (31%) say they will comparative shop, while 26% say they will look for coupons or sales.
• Discount stores continue to be the top destination for Halloween purchases (39%), followed by specialty Halloween/costume stores (32%) and online (27%). Local and small businesses have also seen increased shopper interest, with 13% of consumers planning to make Halloween purchases at those stores, almost double 7% a decade ago.
• Nearly half (47%) of consumers are using AI platforms and tools to support their Halloween shopping this year, with top uses including brainstorming and coming up with ideas while planning (34%) or asking for recommendations or ideas during product research (32%).

Click here for more from the NRF/Prosper Insights & Analytics survey.