Americans are on track to spend $13.5 billion on Halloween this year – more than ever – even as gas sits near $4.50 a gallon and a bag of chocolate costs way more than it used to. That’s the headline from the National Retail Federation’s newly released survey on Halloween spending 2026, and it tells a surprisingly nuanced story about the American shopper.
People aren’t skipping the fun. They’re just getting a lot smarter about how they pay for it. Here’s what the numbers say about consumers, what they could mean for retailers, and how your family can celebrate without getting spooked by the receipt.
Halloween Spending 2026: The Big Numbers
According to the NRF’s Sept. 22 press release, total Halloween spending is expected to reach $13.5 billion, up from last year’s record $13.1 billion. The survey was conducted by Prosper Insights & Analytics, which polled 7,889 consumers from Sept. 1-9.
Here’s the quick snapshot:
- 74% of Americans plan to celebrate, about the same as 73% last year and well above 68% in 2019.
- $115.14 is the average expected spend per person, nearly flat versus $114.45 in 2025.
- 49% plan to start shopping in September or earlier – up from 34% in 2016.
One important caveat: these figures aren’t adjusted for inflation. Talk Business & Politics noted that Halloween spending has climbed more than 68% since 2019 in raw dollars, but prices have risen a lot over that stretch too. So a record dollar total doesn’t necessarily mean people are buying more stuff.
Where the Money Goes: Costumes, Decor and Candy
Costumes, decorations and candy make up the bulk of the Halloween budget, and they’re surprisingly close in size.
| Category | Share of shoppers buying | Expected spending |
|---|---|---|
| Costumes | 71% | $4.4 billion |
| Decorations | 78% | $4.3 billion |
| Candy | 96% | $4.1 billion |
| Greeting cards | 42% | $0.8 billion |
Source: NRF/Prosper Insights & Analytics 2026 Halloween survey.
The Costume Breakdown
Costume spending splits three ways, according to the NRF:
- Adults: $2 billion. Witches (4.8 million people) and vampires (4.2 million) lead, followed by Batman, Spider-Man and ghosts.
- Kids: $1.5 billion. Spider-Man is the runaway favorite with 4.6 million kids, followed by superheroes in general, princesses, witches and ghosts.
- Pets: $0.92 billion. Pumpkins (11.6%) top the list, followed by hot dogs and ghosts.
Greeting cards are the sleeper hit this year, with planned purchases jumping to 42% of shoppers from 38% in 2025.
What Halloween Spending 2026 Says About the Consumer
This is where the survey gets interesting for anyone watching the economy. Americans are paying more for almost everything right now – gasoline near $4.50 a gallon, mortgage rates near 7.5%, and inflation still running well above the Fed’s target. Yet they’re not cutting Halloween.
Instead, they’re shifting strategy. The NRF’s Allison Zeller, vice president of industry and consumer insights, put it this way: “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind.”
The survey backs that up. If shoppers run into higher-than-expected prices:
- 31% say they’ll comparison shop.
- 26% will hunt for coupons or sales.
- 34% plan to buy items they can reuse in future years or repurpose for other occasions.
Among early shoppers, 23% said they bought early to spread out their budgets, and 21% said the deals were too good to pass up.
The takeaway: Halloween is acting like an “affordable treat” – a small splurge people protect even when bigger purchases are on hold. Per-person spending is basically flat, so the growth in the total is modest, and much of it may simply reflect higher prices rather than bigger shopping carts.
AI Is Now Part of the Costume Hunt
One genuinely new twist: 47% of consumers say they’re using AI tools to help with Halloween shopping this year, mostly to brainstorm ideas (34%) or get product recommendations (32%). Meanwhile, online search as a source of costume inspiration fell to 32%, its lowest level in a decade, per the NRF.
Why Candy Still Feels So Expensive
Candy is the one thing almost everyone buys – 96% of Halloween shoppers – and it’s also where sticker shock hits hardest.
Cocoa prices went on a wild ride, climbing above $10,000 a metric ton in late 2024 before falling sharply this spring and partly rebounding over the summer, according to a Benzinga contributor analysis. But shelf prices haven’t followed cocoa down. When costs spiked, candy makers raised prices and shrank package sizes, and those changes tend to stick.
The numbers are eye-opening. Talk Business & Politics, citing Yahoo Finance, reported that the cost of Halloween candy rose more than 78% between 2020 and 2025. It also cited Bankrate economists saying 2026 candy budgets will buy about 40% less candy by weight than in 2020.
That helps explain why the NRF’s $4.1 billion candy total doesn’t necessarily mean bigger candy bowls – it may just mean pricier ones.
What It Could Mean for Retail Stocks
Halloween is a small slice of the retail year, but it’s an early read on how shoppers might behave heading into the holidays. This section is for general information only and is not investment advice.
Discount stores are winning the traffic battle. The NRF found 39% of shoppers plan to buy Halloween items at discount stores, followed by specialty Halloween and costume stores (32%) and online retailers (27%). That lines up with the value-seeking theme: big-box and discount chains with wide price ranges are best positioned when shoppers are bargain-hunting.
Small businesses are getting more love. Some 13% of consumers plan to shop at local and small businesses, nearly double the 7% who said so in 2016.
Candy makers face a balancing act. Chocolate companies have relied on price increases to protect profit margins, but that strategy has limits if shoppers trade down to cheaper gummies and store brands. Investors will be watching whether consumers keep absorbing higher prices – or finally push back.
An early holiday signal. Flat per-person spending with more deal-hunting suggests shoppers will be price-sensitive into the holiday season, which kicks off early with events like Amazon’s October sale. If you’re planning ahead, our guide to Prime Big Deal Days prep covers how to actually save money there.
8 Ways to Save on Halloween This Year
You can join the 74% who celebrate without blowing the budget. Here are practical, family-friendly ideas built around what savvy shoppers in the survey are already doing:
- Set a family budget first. The average is about $115 per person. Pick your number before you hit the store so impulse buys don’t sneak up on you.
- Compare unit prices on candy. Shrinkflation hides in smaller bags. Check the price per ounce, not the price on the front of the bag.
- Mix in non-chocolate treats. Gummies, hard candy and sour candy often cost less per pound than chocolate – and plenty of kids love them just as much.
- Shop costumes from your closet. Witches, ghosts and vampires – among the most popular costumes this year – are easy to pull together from clothes you already own.
- Swap costumes with friends. Kids outgrow costumes fast. A neighborhood or school costume swap is free and fun.
- Buy decor you’ll reuse. Like the 34% of shoppers planning to reuse or repurpose items, choose sturdy pieces and neutral fall decor that works through Thanksgiving.
- Wait for markdowns on extras. Stock up on non-essentials right after Oct. 31, when seasonal items typically go on clearance, and store them for next year.
- Keep it off high-interest cards. With the Fed raising rates, carrying a balance is getting more expensive. Here’s what the Fed’s rate hike means for your credit card.
And remember: the things kids tend to remember most – carving pumpkins, a scary-movie night, walking the neighborhood together – cost little or nothing. Every family celebrates differently, and there’s no wrong way to do Halloween on a budget.
The Bottom Line on Halloween Spending 2026
A record $13.5 billion forecast shows Americans still love Halloween. But flat per-person spending, heavy deal-hunting and a shift to discount stores show a consumer who is stretched and strategic.
Your move: set a budget this week, shop unit prices on candy, and reuse what you can. You’ll get all the fun at a fraction of the cost. Follow USA One News for more money-saving guides as the holiday shopping season heats up.
