Americans are expected to spend $13.5 billion on Halloween in 2026, according to the National Retail Federation’s annual survey, up from last year’s $13.1 billion. Costumes lead spending at $4.4 billion, and 47% of shoppers say they are using AI platforms and tools to help plan their Halloween purchases.
Key Takeaways
- Average Halloween spending is expected to reach $115.14 per person, in line with $114.45 in 2025.
- Costumes lead at $4.4 billion, followed by decorations at $4.3 billion and candy at $4.1 billion.
- 47% of consumers are using AI platforms and tools to support their Halloween shopping.
- 49% of consumers planned to start shopping in September or earlier, up from 34% in 2016.
- 74% of consumers plan to celebrate Halloween this year, compared with 68% in 2019.
How Much Do Americans Spend On Halloween In 2026
The National Retail Federation projects Halloween spending will reach $13.5 billion this year, holding near last year’s record of $13.1 billion. The survey, conducted by Prosper Insights & Analytics, asked 7,889 consumers about their plans from September 1 to 9 and carries a margin of error of plus or minus 1.1 percentage points.
Per-person spending tells a steadier story than the headline total. Consumers expect to spend an average of $115.14, almost unchanged from $114.45 in 2025. The overall figure holds up less because individual budgets are growing and more because the holiday keeps drawing participants: 74% plan to celebrate this year, compared with 68% in 2019.
Costumes, Decorations, And Candy Split The Halloween Budget
Three categories account for nearly all Halloween spending. Costumes lead at $4.4 billion, with 71% of shoppers planning to buy them. Decorations follow at $4.3 billion and 78% of shoppers, while candy, bought by 96% of consumers, reaches $4.1 billion. Greeting cards are gaining ground, with 42% planning purchases this year, up from 38% in 2025, for about $0.8 billion in spending.
Within costumes, shoppers expect to spend $2 billion on adult costumes, $1.5 billion on children’s costumes, and $0.92 billion on costumes for pets. NRF’s rankings show witches and vampires leading adult choices, Spider-Man topping the list for children, and pumpkins leading for pets.
Halloween On A Budget Shapes How Shoppers Spend
The NRF data describes shoppers who are enthusiastic but careful with money. If they find higher-than-expected prices, 31% say they will comparison shop and 26% will look for coupons or sales. Another 34% plan to buy items they can reuse in future years or repurpose for other occasions, turning a one-night purchase into a longer-term one.
Timing has become part of that strategy. Among consumers who shop early, 23% do so to spread out their budgets and 21% say prices and promotions were too good to pass up. NRF Vice President of Industry and Consumer Insights Allison Zeller said shoppers are approaching the season “with affordability in mind.”
Store choices follow the same priorities. Discount stores lead as the top destination at 39%, ahead of specialty Halloween and costume stores at 32% and online at 27%. Local and small businesses are drawing more interest as well, with 13% of consumers planning purchases there, nearly double the 7% recorded in 2016.
Nearly Half Of Shoppers Use AI To Plan Halloween
AI tools have moved into seasonal shopping. NRF found that 47% of consumers are using AI platforms and tools to support their Halloween shopping. The top uses are brainstorming ideas while planning, cited by 34%, and asking for recommendations during product research, cited by 32%.
The shift shows up in where people find inspiration. Online searches remain the leading source of costume ideas at 32%, but that share fell from 37% last year to its lowest level in a decade. Prosper Insights & Analytics executive Phil Rist said consumers are using AI tools to brainstorm costumes and decorating themes and to find inspiration for their celebrations.
Halloween Has Become A Season, Not A Single Night
The early-shopping numbers point to a broader change in how Americans treat the holiday. With 49% of consumers planning to shop in September or earlier, Halloween now works as a multi-week retail season rather than a single night. The core traditions remain popular: 61% plan to hand out candy, 50% will dress in costume, and 42% each plan to decorate, carve pumpkins, or watch scary movies. Halloween also falls on a Saturday this year for the first time since 2020, giving families a full evening for those plans.
FAQs
How Much Do Americans Spend On Halloween?
Americans are expected to spend $13.5 billion on Halloween in 2026, according to the National Retail Federation, up from $13.1 billion in 2025. That works out to an average of $115.14 per person.
What Are Halloween Shoppers Spending The Most Money On?
Costumes lead Halloween spending at $4.4 billion in 2026, followed closely by decorations at $4.3 billion and candy at $4.1 billion. Pet costumes account for another $0.92 billion.
How Much Do Americans Spend On Halloween Candy?
Americans are expected to spend $4.1 billion on Halloween candy in 2026. Candy is the most widely purchased category, with 96% of Halloween shoppers planning to buy it.
How Are Americans Using AI For Halloween Shopping?
NRF found that 47% of consumers are using AI platforms and tools for Halloween shopping in 2026. The most common uses are brainstorming ideas while planning and asking for product recommendations during research.
How Are Shoppers Celebrating Halloween On A Budget?
Many shoppers are comparison shopping, looking for coupons and sales, or buying items they can reuse in future years. About half started shopping in September or earlier, often to spread out costs or take advantage of promotions.
