If your wallet just made a small choking noise, that may be because Halloween spending is expected to reach $13.5 billion in 2026, according to a new survey from the National Retail Federation.
Yes, billion. With a “b.” For candy, costumes, decorations and, apparently, tiny pumpkin outfits for dogs who did not ask to be involved.
The NRF survey found that 74% of consumers plan to celebrate Halloween this year, with shoppers expecting to spend an average of $115.14 per person. That includes candy, costumes, décor, greeting cards and other spooky season essentials, such as 12-foot skeletons that now seem to be a legal requirement in at least one house per neighborhood.
And many people got started early. About 49% of shoppers began Halloween shopping in September or earlier, because nothing says “fall” quite like buying a fog machine while it’s still 82 degrees outside.
Candy Rules Halloween
Shocking absolutely no one, candy remains the most popular Halloween purchase. The NRF found that 96% of Halloween shoppers plan to buy sweets.
That means nearly everyone is stocking up on chocolate bars, gummies, lollipops and the occasional bag of candy corn, which continues to exist despite decades of public debate.
Candy spending is often driven by trick-or-treaters, parties, office bowls and the very real tradition of buying “Halloween candy” three weeks early, eating it all and then having to buy more. We are not judging. We are simply observing the economy at work.
Costumes Are Still Big Business
The survey also found that 71% of consumers plan to buy a Halloween costume in 2026.
Costumes remain one of the biggest drivers of Halloween spending, with shoppers buying outfits for kids, adults and pets. Popular categories typically include superheroes, witches, vampires, movie characters, pop culture references and whatever meme was funny for three days in July.
And then there are pet costumes, because Halloween is not complete until a pug is dressed like a hot dog and looks deeply betrayed.
According to the NRF, the most popular pet costume this year is a pumpkin, chosen by 11.6% of consumers buying pet costumes. That is followed by hot dogs at 5.9% and ghosts at 2.8%.
Honestly, a ghost costume for a pet feels efficient. It’s a sheet. They’re done. Respect.
AI Is Now Part of Halloween Shopping, Because Of Course It Is
Nearly half of consumers said they plan to use artificial intelligence tools for Halloween shopping.
That could mean using AI to find costume ideas, compare prices, plan Halloween parties, generate decorations, write spooky invitations or figure out how to turn a cardboard box into something your child insists is “not embarrassing.”
AI could also help shoppers track deals, create themed menus or find last-minute costume inspiration when someone realizes at 4 p.m. on Oct. 31 that “just wearing black” is not actually a costume.
Still, the idea of asking a chatbot what to wear to a Halloween party feels very 2026. The robots are not taking over the world yet. They’re just helping us dress like vampires on a budget.
Discount Stores Are the Top Shopping Spot
When it comes to where people are spending their Halloween money, discount stores are the top destination, with 39% of shoppers planning to buy there.
That is followed by specialty Halloween or costume stores at 32%.
Discount stores likely appeal to shoppers looking for candy, decorations and affordable costume pieces, while specialty shops remain a go-to for people who want the full Halloween experience: masks, wigs, fake blood, inflatable dinosaurs and possibly one animatronic clown too many.
Online shopping also continues to be a major part of the season, especially for shoppers looking for specific costumes, décor or pet outfits that say, “I love my dog, but I also think this taco costume is hilarious.”
Halloween Keeps Getting Bigger
Halloween has grown far beyond one night of trick-or-treating. It is now a full seasonal event, stretching from early September through Oct. 31, with haunted houses, pumpkin patches, themed cocktails, school events, trunk-or-treats, office parties and front yards that look like a monster truck rally crashed into a cemetery.
The $13.5 billion spending forecast shows that consumers are still willing to spend on holidays and experiences, even with household budgets under pressure.
Halloween offers a little escapism, and apparently that escapism comes with a receipt for $115.14.
Whether shoppers are buying candy in bulk, planning group costumes, decorating their porches or dressing their golden retriever as a pumpkin, Halloween 2026 is shaping up to be another massive retail event.
So if it feels like Halloween gets earlier, bigger and more expensive every year, that’s because it does.
Happy haunting. Hide the good candy for yourself.
