Halloween spending is holding steady at record highs. According to the National Retail Federation's annual survey (conducted with Prosper Insights & Analytics), consumers are expected to shell out $13.5 billion this year, just above last year's record of $13.1 billion. Per-person spending is also flat, at $115.14, compared to $114.45 in 2025.
The takeaway: Halloween enthusiasm isn't fading, but it's maturing into something a little more deliberate.
Break down that $13.5 billion and a clear hierarchy emerges:
Costumes slightly surpass decorations as the largest Halloween expense, highlighting that for many people, the holiday is still primarily about dressing up.
Discount stores remain the go-to destination for Halloween shopping, capturing 39% of shoppers, followed by specialty Halloween and costume stores at 32% and online retailers at 27%.
One notable shift: local and small businesses are seeing more love. 13% of consumers now plan to shop local for Halloween, almost double the 7% who did a decade ago in 2016. It's a small slice of the pie, but the trend line suggests shoppers are increasingly willing to support neighborhood retailers over big-box convenience.
While Halloween spending remains strong, consumers are still keeping a close eye on costs. When faced with higher-than-expected prices, they plan to respond by:
That last stat is telling. More than a third of shoppers are thinking beyond a single night, treating Halloween purchases as investments rather than one-time costs.
With 74% of consumers planning to celebrate this year, the traditions remain fairly consistent:
| Activity | Participation |
|---|---|
| Handing out candy | 61% |
| Wearing a costume | 50% |
| Decorating | 42% |
| Carving a pumpkin | 42% |
| Watching scary movies | 42% |
| Browsing store displays | 36% |
Halloween 2026 looks a lot like Halloween 2025: big spending, steady enthusiasm, and a growing streak of practicality. Consumers aren't cutting back, they're just getting smarter about where every dollar goes.
Download our full infographic on the real cost of Halloween