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US Halloween spending expected to reach new record in 2026

Oct 14, 2026 United States

Consumer spending on Halloween in the US is expected to reach 13.5 billion US dollars, according to the National Retail Federation (NRF), following last year’s level of 13.1 billion US dollars

According to the National Retail Federation (NRF), consumer spending on Halloween in the United States (US) is expected to reach 13.5 billion US dollars in 2026. This maintains the strong level of spending recorded in 2025, when expenditure reached a record 13.1 billion US dollars, reflecting continued consumer interest in the holiday.

These findings are based on the NRF’s annual Halloween survey, which was conducted by Prosper Insights & Analytics among 7,889 consumers between the 1^st and the 9^th of September 2026. The survey found that 74% of consumers plan to celebrate Halloween this year, compared to 73% in 2025 and 68% in 2019, prior to the pandemic.

The data also shows that, although consumers are expected to spend an average of 115.14 US dollars per person this Halloween, slightly up from 114.45 US dollars, they are still mindful of costs and taking a more strategic approach to their purchases in 2025.

Almost a third (31%) say they will compare prices if costs are higher than expected, while 26% plan to look for coupons or sales. Furthermore, 34% intend to seek out items that can be reused in future years or repurposed for other occasions.

“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind”, said NRF Vice President of Industry and Consumer Insights Allison Zeller. “For more than two decades, NRF’s Halloween survey has tracked how consumers celebrate the holiday, and this year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season”.

Although candies, decorations and costumes remain the main categories for Halloween spending, discount stores were chosen as the most popular destination for purchases by 39% of respondents. Specialist Halloween and costume stores were the second most popular choice (32%), followed by online retailers (27%).

Image Credits: chainstoreage.com

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