Halloween has evolved from a simple night of tricks and treats into a major retail event, projected to generate $13.1 billion this year, marking a 13% rise from 2024, according to the National Retail Federation. Shoppers are expected to splurge across categories, costumes, decorations and home goods, and candy, with the typical consumer shelling out about $114.45.
Despite concerns over rising costs, with 80% of shoppers expecting prices to climb due to tariffs, the majority (73%) still plan to join in Halloween festivities.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen.
“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,” Cullen added.
The most popular Halloween traditions remain handing out candy (66%), dressing up in costumes (51%), and decorating homes or yards (51%). Compared with last year, participation is on the rise for pumpkin carving (46%), hosting or attending parties (32%), visiting haunted attractions (24%), and even dressing up pets (23%).
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Candy continues to be the top Halloween purchase, with spending projected to hit $3.9 billion. Costumes are also a major draw, with 71% of shoppers planning to buy them, driving an estimated $4.3 billion in sales. Decorations are on the rise too, with 78% of consumers expected to make purchases up from 75% last year totaling around $4.2 billion. Greeting cards are gaining popularity as well, with 38% of shoppers planning to buy them, up from 33% in 2024, for an estimated $700 million in spending.
This year’s projected $13.1 billion in Halloween spending surpasses last year’s $11.6 billion and breaks the previous record of $12.2 billion set in 2023. While average spending per shopper has hit a new high of $114.45, up nearly $11 from last year and surpassing the previous record of $108.24 set in 2023.
Early Halloween shopping remains a strong trend, with nearly half of consumers (49%) starting their purchases in September or earlier, up slightly from 47% last year. Shoppers cite a love for the fall season (44%) and Halloween itself (37%), along with a desire to secure popular items (33%) and avoid the stress of last-minute shopping (33%), as key motivators for planning ahead.
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When looking for Halloween inspiration, shoppers are still turning to a few key sources for Halloween ideas, with 37% looking online, 27% drawing inspiration from retail or costume stores, and 21% relying on friends and family.
Pets are increasingly part of Halloween festivities, with spending on costumes for furry companions expected to reach $860 million. Top choices for pets include pumpkins (9.8%), hot dogs (5.4%), bumblebees (4%), ghosts (3.1%), and superheroes (3.1%). The insights come from a survey of 8,045 consumers conducted September 2–9, with a margin of error of ±1.1 percentage points.
Halloween has clearly grown into more than just a night of fun, now it’s a big business. With spending projected to hit $13.1 billion this year and average shoppers shelling out over $114, costumes, candy, and decorations are driving massive sales. Even with rising prices and tariffs, consumers are not holding back, making Halloween one of the most lucrative holidays on the retail calendar.