Survey expects Halloween spending will reach $13.5 billion in 2026

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.

The NRF survey found that 74 percent 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 percent 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.

Shocking absolutely no one, candy remains the most popular Halloween purchase. The NRF found that 96 percent of Halloween shoppers plan to buy sweets. 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.

The survey also found that 71 percent 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 percent of consumers buying pet costumes. That is followed by hot dogs at 5.9 percent and ghosts at 2.8 percent.

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.

When it comes to where people are spending their Halloween money, discount stores are the top destination, with 39 percent of shoppers planning to buy there.

That is followed by specialty Halloween or costume stores at 32 percent.

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 and décor.

The $13.5 billion spending forecast shows that consumers are still willing to spend on holidays and experiences, even with household budgets under pressure.