Halloween is a month away, yet retailers have had their merchandise out since late August with the hopes that consumers buy early. The National Retail Federation (NRF) found 49% of consumers started their shopping earlier than normal.
When all the receipts are tabulated, the trade group predicts consumers will spend $13.1 billion this year on the spooky holiday. The estimate would be a record, and up 12.9% from the $11.6 billion spent last year. NRF said per capita spending is pegged at $114.45, up from the previous record $108.24 in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
The survey found 79% of respondents anticipate higher prices because of the tariffs, but 73% plan to celebrate the holiday, in line with last year’s 72%.
The most common holiday activity is handing out candy, with 66% planning for trick-or-treaters who knock on their doors. Candy continues to be the most popular purchase, with total spending expected to reach $3.9 billion.
Costumes are big business too, with 71% of respondents planning to purchase Halloween wear. Costume spending is expected to reach $4.3 billion, with costumes for kids totaling $1.4 billion, adult costumes totaling $2 billion, and nearly $1 billion spent on pet costumes. One in four respondents will dress up their pets for the holiday.
Also, 78% plan to decorate their homes for the festive holiday, resulting in $4.2 billion in sales this year. Many of these goods came in early as retailers imported them ahead of the season to avoid impacts from threatened and implemented tariffs by the Trump administration.
The survey found 46% plan to carve a pumpkin, and one in three plan to attend or throw a party. One in four will visit a haunted house this year. Nearly four in 10 consumers will buy greeting cards for a total spend of $700 million, according to NRF.
“For consumers looking to balance their budgets, strategies such as buying early to spread out purchases or shopping at discount stores are just some ways they are being mindful of costs,” Prosper Executive Vice President of Strategy Phil Rist said. “Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
The data also revealed that 33% of all respondents rank Halloween as one of their favorite holidays.
Another survey by marketing firm Tax found 86% of consumers noticed higher candy prices compared to last year, 58% of respondents said their Halloween candy budgets were impacted by higher prices, and 79% said prices are causing them to reduce their total candy purchase.
Trax found more cautious survey responses with 83% of its respondents planning to keep holiday spending under $100 this year, with the majority of the pullback coming in the amount of candy they buy.
“We’re seeing a notable shift in Halloween consumer behavior this year,” said Brittany Billings, chief marketing officer at Trax. “The traditional late-October candy buying frenzy is evolving into extended, deal-driven purchasing windows that began much earlier this year. Brands and retailers must reassess their pricing and promotional structures to align with today’s price-conscious consumers hunting for deals.”