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Halloween pumpkins

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NRF has been conducting its annual Halloween survey since 2003 to see how Americans will celebrate the fright and delight of this beloved autumn holiday.

2018: Halloween spending to reach $9 billion

Total spending for Halloween is expected to reach $9 billion this year. Celebrants are planning to spend an average of $86.79, up from last year’s $86.13, with more than 175 million Americans planning to partake in Halloween festivities.

View more survey highlights.

Infographic: 2018 Halloween shopping behavior

What’s Halloween without costumes? NRF analyzed the data by gender to understand the differing behaviors between men and women surrounding the Halloween shopping season. Learn more.

Historical Highlights and Related Releases


With more than 179 million Americans planning to partake in Halloween festivities in 2017, up from 171 million a year before, spending was slated to reach a record high in survey history. In 2017, consumers were expected to spend $9.1 billion, up from $8.4 billion in 2016. The top costume for children is reported to be an action hero or superhero, while the top pick for adults is a witch. Pets will not be left behind, with 10 percent of consumers dressing their pet as a pumpkin.

Press release: Halloween spending to reach record $9.1 billion

Infographic: The 2017 Halloween shopper

Article: 3 trends shaping Halloween shopping in 2017


More than 171 million Americans planned to celebrate Halloween in 2016, spending an average $82.93, up from last year’s $74.34. Total spending is expected to reach $8.4 billion, an all-time high in the history of NRF’s annual survey conducted by Prosper Insights. The survey finds that 7 in 10 consumers plan to hand out candy, and nearly half will decorate their home or dress in costume.

Press releases:

Article: The evolution of Halloween: 3 trends to watch

Slideshare: Top 2016 Halloween trends


More than 157 million Americans planned to celebrate Halloween, with eight in 10 millennials saying they were planning something fun with their friends. Total spending in 2015 was expected to top $6.9 billion, with the average American celebrating planning to spend $74 on decorations, candy, costumes and more. NRF’s 2015 Top Costumes Survey found that most pet owners surveyed planned to choose a pumpkin for their furry friend’s costume and more than 4 million adults planned to dress as a witch.

Press Releases:

SlideShare: Top 2015 Halloween Trends


More than two-thirds (67%) of Halloween celebrants in 2014 planned to buy costumes for the holiday, the most in the survey’s 11-year history. Consumers planned to spend an average of $77 on candy, decorations, costumes and other holiday merchandise, with total spending expected to have reached $7.4 billion. Additionally, Americans said they would spend more than $350 million on costumes for their furry friends.

Press Releases:

SlideShare: Top 10 Trends in Halloween Spending 2014


NRF’s Halloween spending survey found nearly 158 million consumers planned to celebrate in 2013, down slightly from the survey-high found in 2012. Spending dropped slightly to an average of $75 as people weighed the impact of the economy on their discretionary budgets. Popular adult costumes included Batman characters, witches and zombies, and children stuck with their beloved Disney princess and Spiderman costumes. The survey also found that one-third of those celebrating Halloween said they would begin shopping before September 30.

Press releases:


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