Americans’ Halloween Spending Up Despite Economy

By the Editorial Team · Sunday, October 25, 2026

Americans are expected to spend $13.5 billion on Halloween in 2026, up from $13.1 billion last year, with about 74 percent planning to participate in the holiday. Despite rising costs, shoppers are prioritizing affordability while continuing to spend heavily on costumes, decorations, and candy, including a notable increase in pet costume purchases.

Despite ongoing economic challenges marked by high prices for gasoline, food, and other consumer goods, Americans are projected to increase their spending on Halloween this year. According to the National Retail Federation (NRF), total holiday expenditures are expected to reach $13.5 billion in 2026, up from $13.1 billion in 2025.

Halloween has solidified its status as one of the nation’s major consumer-driven holidays. Approximately 74 percent of Americans plan to participate in the festivities this year, a figure consistent with last year’s 73 percent and higher than the 68 percent reported before the COVID-19 pandemic. The sustained level of participation highlights the holiday’s enduring appeal despite economic headwinds.

While spending is on the rise, consumers are reportedly adopting a more cautious approach. Allison Zeller, vice president of industry and consumer insights at the NRF, noted that although Halloween remains a spending priority, shoppers are increasingly focused on affordability. “Consumers are being thoughtful and strategic, looking for ways to maximize value throughout the season,” she said in a statement accompanying the report.

On average, individuals are expected to spend $115.14 on Halloween, a marginal increase of 70 cents compared to last year. Candy continues to lead purchases among holiday shoppers, with 96 percent of those spending on Halloween buying treats. Candy sales are projected to total $4.1 billion this season. Other significant categories include decorations, expected to generate $4.3 billion, and costumes, accounting for $4.4 billion of spending.

Children’s costumes remain a central element of Halloween celebrations, with Spider-Man named the most popular choice for kids in 2026. Other top costume selections include general superheroes, princesses, witches, and ghosts. The trend of dressing up pets has gained momentum, with consumer spending on pet costumes anticipated to reach $920 million. The most common pet costumes are pumpkins, hot dogs, and ghosts, accounting for 11.6 percent, 5.9 percent, and 2.8 percent of pet costume sales, respectively.

Overall, the outlook for Halloween spending reflects a blend of enthusiasm for traditional celebrations alongside a pragmatic response to inflationary pressures affecting household budgets.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.