Halloween Spending to Hit Record $13.5 Billion Despite Cautious Shoppers

Americans are expected to spend a record $13.5 billion on Halloween this year, up from $13.1 billion in 2025, according to the National Retail Federation's annual Halloween survey.

The record figure lands at a moment when discretionary spending is under pressure across retail categories. But indulgence is not off the table — it is simply more deliberate. Method1's national study of 1,200 US consumers found 45% are more permissive about indulging than they were a year ago.

The calendar backs that up. Per NRF, 49% of shoppers will start purchasing Halloween items in September or earlier, in line with last year's pace. NRF has tracked a noticeable uptick in pre-October shopping over the past 10 years, a shift that gives retailers a longer window to capture seasonal demand.

Per-person spending tells a steadier story. Halloween spending is projected to average $115.14 per person this year, compared with $114.45 in 2025. Total dollars grow, but the individual shopper is not loosening the purse strings dramatically.

Budget discipline shows up clearly in why people shop early. Among those who got a head start on Halloween shopping, 23% did so to spread out their spending, and 21% said attractive prices and promotions prompted them to buy sooner, according to NRF data.

"This year's results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season," Allison Zeller, VP of industry and consumer insights at the NRF, said in a statement. "Retailers understand these priorities and are offering a wide range of products across price points, making it easier for consumers to celebrate in ways that fit their budgets."

For marketers, the implications are concrete. Value messaging and promotions move purchase timing: more than one in five early shoppers bought sooner specifically because of pricing. A comparable share is actively staggering purchases across weeks rather than making a single seasonal trip.

That behavior rewards retailers who front-load promotions into September and maintain breadth across price tiers. It also raises the stakes on early-season visibility, since nearly half of the Halloween audience is already in purchase mode before October begins.

With total spending at a record and per-person outlays essentially flat, growth this Halloween season is coming from participation and timing, not from shoppers paying more per basket — a dynamic that favors retailers positioned to meet value-driven demand early and often.