Halloween shoppers find ways to stretch their budgets

NRF’s 2026 Halloween survey found consumers plan to spend an average of $115.14 per person this year — $13.5 billion in total — even as 79% expect tariffs to push prices higher. 

Fall is here, which means cozy sweaters, warm beverages and, of course, Halloween. According to the National Retail Federation’s 2026 Halloween Survey, conducted by Prosper Insights & Analytics, which surveyed 7,889 U.S. consumers between Sept. 1 – 9, consumers are budgeting an average of $115.14 per person on “spooky season” this year, bringing total expected spending on the holiday to $13.5 billion. 

Are tariffs raising Halloween prices? 

Many still feel haunted by tariffs: NRF’s survey says 79% of shoppers expect prices on Halloween items will be higher this year specifically because of tariffs.  

How shoppers are managing higher prices 

Despite these concerns, consumers are doing everything they can to get their fill of festive frights with family and friends. Shoppers across all income levels are thinking ahead to what they’ll do if prices are higher than expected. Comparative shopping is particularly popular among households making $75,000 to $150,000 (36%), while higher-income households are keeping an extra-close eye out for coupons and sales (30%).

Buying with reuse in mind 

Looking for items to reuse in the future is one of the most popular courses of action overall, cited by 34% of respondents to NRF’s 2026 Halloween Survey. Maybe they’re grabbing a pair of cowboy boots they can wear for both their costume and an upcoming concert, or a sparkly dress they can repurpose for New Year’s Eve. Whatever it is, they’re shopping intentionally, making plans and thinking ahead.  

Repurposing costumes and décor 

To keep costs down, consumers are turning to a familiar tactic: repurposing Halloween items they already own. Over half say they repurpose about half or more of their costume items (52%) or décor (73%) year to year. Families with children are most likely to repurpose costume (60%) or décor (76%) items from previous years to make the holiday special for their little ones.  

For more on how consumers are celebrating — and shopping for — Halloween this year, check out NRF’s Halloween headquarters.