Halloween costumes in 2026 are a mix of old favorites and pet-friendly picks: the National Retail Federation (NRF) says Spider-Man is the top children’s costume with 4.6 million kids expected to wear it, while the witch leads for adults at 4.8 million. With Halloween approaching and 71% of celebrators buying costumes, here is what NRF’s survey shows people are wearing, plus last-minute ideas that borrow from the lists.
Top Halloween Costumes 2026: What NRF Says
NRF’s annual Halloween survey, conducted by Prosper Insights & Analytics from Sept. 1 to 9 among 7,889 consumers, ranks the most popular costumes by group. The margin of error is plus or minus 1.1 percentage points.
| Rank | Children | Adults | Pets |
|---|---|---|---|
| 1 | Spider-Man (4.6M) | Witch (4.8M) | Pumpkin (11.6%) |
| 2 | Superhero (2.3M) | Vampire (4.2M) | Hot dog (5.9%) |
| 3 | Princess (2.2M) | Batman (2M) | Ghost (2.8%) |
| 4 | Witch (1.6M) | Spider-Man (1.5M) | |
| 5 | Ghost (1.6M) | Ghost (1.4M) |
The classics hold their ground. Witch, vampire and ghost appear on at least one list each, and ghost shows up on all three. Superheroes remain strong, with Spider-Man in the top five for both children and adults and Batman third for adults.
How Much Is Halloween Costing This Year?
NRF expects Halloween spending of $13.5 billion in 2026, up from a record $13.1 billion in 2025. Average spending per person is $115.14, compared with $114.45 last year. Costumes are the biggest category at $4.4 billion.
| Costume spending | Amount |
|---|---|
| Adults | $2.0 billion |
| Children | $1.5 billion |
| Pets | $0.92 billion |
| Total costumes | $4.4 billion |
Other categories include decorations at $4.3 billion and candy at $4.1 billion. For a full breakdown and ways to save, see our guide to where $13.5 billion goes and 8 ways to cut your bill.
Last-Minute Costume Ideas Based on the Data
1. The five-minute ghost
Ghost appears on all three NRF lists. A white sheet or a plain white shirt with face paint is cheap, and it passes the fun test for kids and adults alike.
2. Witch from your closet
The top adult costume at 4.8 million wearers is also one of the easiest to assemble: black clothes plus a hat. Hopkins safety guidance suggests skipping long props like sticks and swords, so skip the broom or use a short one.
3. Pet pumpkin or hot dog
Pumpkin tops pet costumes at 11.6% and hot dog follows at 5.9%. Choose something your pet tolerates; if the outfit makes them stressed, a festive bandana is a safer bet.
4. Reuse what you have
NRF found that 34% of shoppers who see high prices buy items they can reuse or repurpose, while 31% comparison shop and 26% look for coupons or sales.
5. Group costumes
A family of three can split into witch, vampire and ghost, three popular picks from the lists, without buying a single matching kit.
Where People Are Shopping and How AI Is Changing It
Discount stores lead at 39%, followed by specialty Halloween and costume stores at 32% and online at 27%. Local and small businesses account for 13%, up from 7% in 2016. NRF also found that 47% of shoppers use AI tools for Halloween shopping, mostly to brainstorm ideas (34%) and get product recommendations (32%). Online searches remain the top costume inspiration source at 32%, down from 37%.
Timing is shifting too. About 49% plan to begin shopping in September or earlier, so last-minute shoppers may face thinner shelves on popular sizes.
Safety Check Before You Go Out
Pick costumes that fit well and do not drag on the ground, use face paint instead of masks that block vision and add reflective tape or glow sticks, according to Johns Hopkins Children’s Center. Look for flame-resistant labels on costumes, wigs and accessories. Our Halloween safety tips for kids and guide to Halloween fears, allergies and burns have details.
If you are staying in, check out what to stream: our Netflix watchlist by mood has ideas, and see this weekend’s Clayface first reactions if horror is on your list.
Bottom Line
Halloween 2026 is shaping up as a big spending season, but the winning costumes are often the simplest. Start from NRF’s lists, reuse what you own and put safety first. Celebration is also widespread: 74% of people plan to take part, up from 73% in 2025 and 68% in 2019.
Source: National Retail Federation Halloween survey, Prosper Insights & Analytics, Sept. 1-9, 2026; Johns Hopkins Medicine. Last updated Oct. 24, 2026.
