Move over, viral meme costumes. This Halloween, the witch is back on top, with 4.8 million American adults planning to dress as one, according to the National Retail Federation’s new 2026 survey. Vampires are right behind, kids still can’t get enough of Spider-Man, and pets? They’re going full pumpkin.
We dug through the latest data to break down the biggest Halloween costume trends 2026 has to offer, from the classics that refuse to die to the comfort-first shift that’s changing how people shop. Plus: how to save money, when to buy, and the safety rules worth following.
The Top Halloween Costumes of 2026, by the Numbers
The NRF’s annual survey, conducted with Prosper Insights & Analytics, asked 7,889 consumers about their plans from September 1 to 9. It was released September 22, 2026. Here’s how the costume rankings shook out, per the NRF press release:
| Rank | Adults | Kids | Pets |
|---|---|---|---|
| 1 | Witch (4.8M) | Spider-Man (4.6M) | Pumpkin (11.6%) |
| 2 | Vampire (4.2M) | Superhero (2.3M) | Hot dog (5.9%) |
| 3 | Batman (2M) | Princess (2.2M) | Ghost (2.8%) |
| 4 | Spider-Man (1.5M) | Witch (1.6M) | – |
| 5 | Ghost (1.4M) | Ghost (1.6M) | – |
Costumes are a big-ticket item, too. The NRF expects shoppers to spend $4.4 billion on costumes overall: about $2 billion on adult costumes, $1.5 billion on kids’ costumes and $0.92 billion on pet costumes. For the full picture of where the rest of the Halloween money is going, check out our breakdown of record Halloween spending in 2026.
Halloween Costume Trends 2026: 6 Shifts Worth Knowing
The rankings are only half the story. Here’s what’s driving how people are actually choosing and buying costumes this year.
1. The classics are winning again
Witches, vampires and ghosts show up across the adult and kids lists. “Classic Halloween characters remain popular,” the NRF said in its release. A witch or vampire look is also easy to pull together from pieces you already own, which may be part of the appeal in a budget-minded year.
2. Superheroes still rule for kids
“Comic book characters dominate Halloween costume choices for kids,” according to the NRF, with Spider-Man alone accounting for an estimated 4.6 million children. Spider-Man and Batman also both crack the adult top five, so expect some parent-and-kid matching moments.
3. Comfort is now the No. 1 priority
This might be the biggest mindset change. In the 2026 Halloween poll from Fun.com and HalloweenCostumes.com, comfort and fit ranked as the top priority for costume buyers at 30%, up from 20% in 2024. Quality slipped to second at 26%. Translation: fewer itchy wigs, more costumes you can actually sit, walk and trick-or-treat in.
4. Pop culture still sparks ideas
The same Fun.com poll found that recent movie and TV releases remain the top source of costume inspiration, at 39%. The NRF found online searches are still the leading place people look for costume ideas (32%), though that share is down from 37% last year and at its lowest in a decade. Stores and costume shops came in second at 26%.
5. AI is helping people brainstorm
Nearly half of consumers (47%) say they’re using AI tools to help with Halloween shopping this year, according to the NRF, often to brainstorm ideas. “Many are using these tools to brainstorm costumes and decorating themes,” said Phil Rist, executive vice president of strategy at Prosper.
6. Costumes aren’t just for one night
Per the Fun.com poll, 48% of respondents wear costumes throughout the year for cosplay, festivals and parties. And 63% say there are now enough inclusive options, like plus-size, adaptive and maternity costumes, nearly double the 33% who said so in 2022.
Style Trends: Gothic Glam, Light-Up Looks and Cozy Creatures
Beyond the survey numbers, trend roundups are pointing to a few aesthetic directions this season:
- Gothic and Victorian: Haunted brides, ghostly grooms and lace-and-velvet looks pair perfectly with the witch and vampire boom.
- Light-up and LED: Glow-in-the-dark and LED costumes stand out at night parties and are easy to spot on dark streets.
- Enchanted forest: Fairy wings, antlers and woodland creature looks offer a softer, cozier alternative to gore.
- Modern witch: Think capes, sheer layers and moon or crystal accents instead of a basic pointed hat.
Many of these looks also play nicely with what’s in your closet. If you’re already into the moody palettes we flagged in our fall 2026 trends roundup, you may be halfway to a costume.
How to Save Money on Halloween Costume Trends 2026
Shoppers are clearly watching their budgets. “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” said Allison Zeller, NRF vice president of industry and consumer insights.
The survey shows how people plan to cope with higher-than-expected prices: 34% plan to look for items they can reuse or repurpose, 31% will comparison shop, and 26% will hunt for coupons or sales. Steal their strategy:
- Build from basics. A black dress or suit plus a cape can become a witch, vampire or gothic ghost.
- Buy reusable pieces. Capes, wings and LED accessories can be restyled next year.
- Go DIY for pets. A pumpkin or hot dog look can be as simple as an orange or tan pet sweater with felt add-ons. Make sure your pet can move, see and breathe freely.
- Shop discount stores. They’re the top Halloween destination at 39% of shoppers, per the NRF, followed by specialty Halloween stores (32%) and online (27%).
- Swap with friends. Kids’ superhero costumes often get just one wear. Trade with other families.
When to Buy Your Halloween Costume
If you haven’t started, you’re not alone, but you’re not early, either. About half of consumers (49%) said they planned to begin Halloween shopping in September or earlier, according to the NRF. That’s up from 34% in 2016.
Popular sizes of top costumes like Spider-Man can sell out as October goes on, so try to lock in kids’ costumes in the next week or two. Amazon’s October sale event is another option for basics and accessories. Our guide to October Prime Day 2026 on Oct. 6-7 covers how to tell a real deal from a fake one.
A good rule: buy the main costume now, and save accessories, makeup and add-ons for later sales.
Costume Safety Tips You Shouldn’t Skip
The cutest costume in the world isn’t worth a trip to urgent care. The FDA’s Halloween safety guidance, shared with the Consumer Product Safety Commission and CDC, recommends:
- Look for “flame resistant” on the label. If you make your own, the FDA suggests flame-resistant fabrics such as polyester or nylon. This matters for flowing witch capes and gothic gowns near candles and jack-o’-lanterns.
- Be seen. Choose bright or reflective costumes, or add strips of reflective tape. Light-up costumes are a bonus here.
- Watch the hem. Costumes shouldn’t be so long that kids trip.
- Pick makeup over masks when possible, since masks can block vision. Test makeup on a small patch of skin 24 to 48 hours ahead.
- Skip non-prescription colored contacts. The FDA says decorative contact lenses sold without a prescription in costume or retail stores are illegal and can cause serious eye injuries, including blindness. See an eye care professional first.
Quick FAQ: Halloween Costume Trends 2026
What is the most popular Halloween costume in 2026?
For adults, it’s a witch, with an estimated 4.8 million people planning the look, according to the NRF. For kids, it’s Spider-Man at 4.6 million. For pets, a pumpkin tops the list at 11.6% of pet costume plans.
How much will Americans spend on costumes?
The NRF projects $4.4 billion on costumes this year, making it the single biggest Halloween spending category, just ahead of decorations ($4.3 billion) and candy ($4.1 billion).
How many people are dressing up?
About 74% of consumers plan to celebrate Halloween this year, according to the NRF, and dressing in costume (50%) ranks among the top ways people mark the holiday, behind handing out candy (61%).
The Bottom Line
The big Halloween costume trends 2026 story is a return to basics: witches, vampires, superheroes and pumpkin-clad pets, with comfort and value ruling how people shop. You don’t need a pricey, of-the-moment costume to fit in this year.
Your game plan: pick a classic look, build it from pieces you can reuse, buy the main costume this week, and add reflective tape before you head out. Then go enjoy the candy. Happy haunting from USA One News!
