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Kids with fireworks and Halloween carved pumpkins

Retail Holiday and Seasonal Trends

Halloween

The National Retail Federation’s annual Halloween consumer survey conducted by Prosper Insights & Analytics revealed that total Halloween spending in 2024 is expected to reach $11.6 billion.

Read on for more consumer insights from the 2024 survey.

Children celebrating Halloween.

Nearly Half of Halloween Shoppers to Start Purchasing Items Before October

Early Halloween shopping is on the rise, with 47% of survey participants beginning their shopping before October, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics.

Halloween trends 2024

Recording of Halloween data

Additional Media Resources

Video Q&A

NRF Vice President of Industry and Consumer Insights Katherine Cullen discusses 2024 Halloween consumer spending expectations and shopping trends.

Halloween Data Center

Consumer spending trends during the spookiest retail event of the year.

a kid in their halloween costume stands with his halloween pumpkin for trick or treating

Historical highlights

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

2021

Article: 3 trends driving Halloween celebrations in 2021
Press release: Halloween Spending Soars as Celebrations Near Pre-Pandemic Levels

2020

Articles: A closer look at Halloween 2020 and Through the retail lens: Spirit Halloween’s outlook
Press release: Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19

2019

Article: Halloween shopping trends: Then and now
Data dashboard: Halloween Consumer Spending and Celebration Plans
Infographic: Halloween shopping trends
Press release: Halloween spending to reach $8.8 billion

2018

Infographic: 2018 Halloween shopping behavior
Press release: Halloween spending to reach $9 Billion

2017

Article: 3 trends shaping Halloween shopping in 2017
Infographic: The 2017 Halloween shopper
Press release: Halloween spending to reach record $9.1 billion

2016

Article: The evolution of Halloween: 3 trends to watch
Press release: Halloween spending to reach $8.4 billion, highest in survey history
Slideshow: Top 2016 Halloween trends
Top costumes: Superheroes dethrone princesses

2015

Press Release: 157 million Americans will celebrate Halloween
Slideshow: Top 2015 Halloween Trends
Top costumes: Minions, “Star Wars” characters costumes abound for adults, children and pets

Results of the Halloween spending survey are released each year in late September.