Inside this year’s Halloween spending trends

Halloween is no longer just one spooky night in October. NRF vice president of industry and consumer insights Allison Zeller joins Retail Gets Real to unpack the latest Halloween data, from consumer spending and earlier shopping to costumes, candy and how economic concerns are shaping the season.

Halloween spending maintains last year’s levels

Consumers are expected to spend $13.5 billion on Halloween this year, in line with last year’s $13.1 billion. Participation amongst those celebrating has grown significantly, with 74% of consumers shopping for Halloween compared with 64% almost 20 years ago. 

Part of that growth comes from Halloween becoming more than a single-day event. Families are attending trunk-or-treats and costume parades, while adults are visiting haunted houses, watching scary movies and finding other ways to celebrate throughout the month. And, consumers are getting started earlier, with half of Halloween shoppers beginning before October, compared with just 34% a decade ago.

Candy, costumes and Halloween traditions

Some Halloween traditions remain as popular as ever, with candy, costumes and decorations driving spending. More than 60% of consumers plan to hand out candy this year.

When it comes to what people are wearing, classic costumes still have staying power. Vampires, ghosts and clowns remain among the top choices for adults, while superheroes continue to dominate among kids. Spider-Man holds the top spot for children, with nearly 11% expected to dress as the character (more than double last year). Average per-household spending sits at $52, while households with children plan to spend about $60.

Consumers are celebrating while looking for value

Halloween shoppers are also changing where they buy their costumes, decorations and treats, with a surge of consumers shopping at small and local businesses, while thrift stores, discount stores and neighborhood retailers are gaining popularity.

"We're seeing sustained spending — and that's sustained across categories," Zeller says. "Nobody's cutting out Halloween, as we can tell. But they're being savvy. They're looking for ways to save money. They're comparative shopping, looking for coupons and shopping around."

Listen to the full episode to hear more about this year’s Halloween spending trends, why shoppers are starting earlier and which costumes and candy are getting people into the spooky spirit.

Episode chapters

(00:00:00) Why Halloween shopping is starting earlier

• What’s driving continued Halloween spending

• How Halloween has evolved into a month-long celebration

• Why more consumers are shopping before October

• How weather and social media influence when shoppers get started

(00:05:59) When is it too early for Halloween?

• When Halloween decorations start making an appearance

• Why parents get a head start on costume shopping

• How weather and back-to-school season signal the start of fall

• The Halloween traditions that remain popular year after year

(00:09:23) The great Halloween candy debate

• Which Halloween candies inspire the strongest opinions

• Favorite treats and the unofficial parent candy tax

• How families make trick-or-treating more inclusive

• Why buying Halloween candy doesn’t always mean handing it out

(00:14:39) What’s trending in Halloween costumes

• How much families are planning to spend on costumes

• The debate between DIY costumes and store-bought favorites

• Which costumes are trending for kids, adults and pets

• How shoppers are balancing Halloween fun with higher prices