$13.1 Billion! Halloween Spending Hits New High, Tariffs Fail to Dampen Consumer Enthusiasm
According to the annual consumer survey by the National Retail Federation (NRF), consumers are expected to spend a record $13.1 billion on Halloween this year, a year-on-year increase of approximately 13%. This projected spending is higher than last year's $11.6 billion for Halloween and also surpasses the previous all-time high of $12.2 billion set in 2023. The per capita spending this year is expected to reach a record $114.45, nearly $11 more than last year. As per the NRF report, driven by spending on costumes for adults ($2 billion), children ($1.4 billion), and pets ($860 million), consumers are anticipated to spend nearly $4.3 billion on costumes.
While Halloween spending is expected to remain strong this year, tariffs remain a concern for consumers. Nearly 80% of respondents in the NRF survey believe that prices will be higher this year due to tariffs. However, 73% of respondents still stated that they will celebrate the holiday in various ways, which is roughly the same as last year's 72%. "Even with concerns about price increases caused by tariffs, Halloween remains popular among consumers of all age groups," Katherine Cullen, Vice President of Industry and Consumer Insights at NRF, said in a statement. "More and more consumers plan to participate in Halloween activities and traditions, whether it's putting on costumes or carving pumpkins."
Conducted jointly by NRF and Prosper Insights and Analytics between September 2 and September 9, the survey involved over 8,000 consumers. The results show that 78% of respondents said they will purchase Halloween decorations, contributing approximately $4.2 billion in sales. Additionally, 38% of people indicated they will buy Halloween greeting cards, up from 33% last year, with related spending expected to reach around $700 million. Candy remains the most popular Halloween purchase. According to the report, spending on holiday snacks is expected to hit $3.9 billion. This year, nearly half (49%) of consumers stated that they started purchasing Halloween items in September or earlier, which is higher than last year's 47%. Discount stores remain the preferred shopping channel for Halloween products, with 42% of consumers planning to shop at these retailers—an increase of 5 percentage points from last year. "
Thirty-one percent of consumers said they will buy Halloween items online, and more than 30% will shop at specialized costume/makeup stores. Consumers tend to "shop early" and "spread out expenses". To manage spending within their budgets, many consumers choose to start purchasing earlier to avoid stock shortages or price increases when buying at the last minute. The main ways consumers obtain Halloween ideas and inspiration include online searches (37%), visiting retail stores or costume stores to look around (27%), and suggestions from friends and family (21%). These channels play an important role in driving the sales of holiday products and social promotion.
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