The National Retail Federation’s annual 2026 Halloween consumer survey conducted by Prosper Insights & Analytics will be released in late September.
For NRF’s 2025 Halloween consumer survey results, see the press release here.
Early Halloween shopping highlights for 2026:
Consumers are planning ahead: As of early August, one-quarter of consumers had already purchased at least one Halloween item.
As of early August, adult costumes and candy were the most-purchased Halloween items so far.
42% of consumers say they are inspired by fall weather to start shopping for Halloween. This is higher among consumers living in areas that experience earlier fall weather.
Why Halloween seems to come to stores earlier every year
Consumers are shopping earlier, planning further ahead and turning Halloween into a full season.
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Halloween Data Center
Consumer spending trends during the spookiest retail event of the year.
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Historical highlights
2025
Press Release: NRF Consumer Survey Finds Halloween Spending to Reach Record $13.1 Billion
Articles:
Video Q&A: View here
2024
Press Release: Nearly Half of Halloween Shoppers to Start Purchasing Items Before October
Video Q&A: View here
2023
Article: 5 things to know about how consumers are shopping for Halloween
Press release: Halloween Spending to Reach Record $12.2 Billion as Participation Exceeds Pre-Pandemic Levels
Video Q&A: View here
2022
Article: 3 Ways Generation Z is celebrating Halloween this year
Press release: Halloween participation returns to pre-pandemic levels with record spending
Results of the Halloween spending survey are released each year in late September.