The National Retail Federation’s latest survey shows Halloween is set to become an even bigger economic event in 2026. Americans are expected to spend a total of $13.5 billion on the holiday, surpassing last year’s $13.1 billion record.
Average spend and overall breakdown
Survey respondents anticipate an average outlay of $115.14 per consumer, a modest rise from $114.45 in 2025. If these projections hold, the total spend will exceed the previous year’s record.
The NRF forecasts $4.4 billion for costumes, $4.3 billion for decorations, and $4.1 billion for candy. Candy remains the top priority, with 96 % of shoppers planning to buy sweets.
Costume trends for people and pets
Among human costumes, witches (4.8 million adults) and vampires (4.2 million) lead the adult choices, while children favor Spider‑Man, with an estimated 4.6 million youngsters planning to dress as the web‑slinging hero. Batman follows with about 2 million adult fans.
Pet costumes are also a major part of the celebration. The NRF estimates $920 million will be spent on outfits for four‑legged family members. Pumpkin costumes dominate the pet market at 11.6 % of selections, followed by hot‑dog (5.9 %) and ghost (2.8 %).
Shopping habits and price concerns
Nearly eight in ten shoppers (79 %) expect tariffs to push Halloween prices higher, according to a separate NRF analysis. Shoppers say they will compare prices, seek discounts, and reuse decorations and costume pieces to stay within budget.
Artificial intelligence is playing a role in holiday planning, with 47 % of respondents using AI tools to brainstorm costume ideas, research products, and gather decorating inspiration.
Support for local businesses
Interest in shopping locally is rising. Thirteen percent of consumers say they plan to purchase Halloween items from small or locally‑owned businesses, nearly double the 7 % who reported the same intention a decade ago.
The survey sampled 7,889 U.S. consumers between September 1 and September 9. Its margin of error is plus or minus 1.1 percentage points. All dollar figures represent forecasts, not actual sales.
Original reporting: The Dallas Express — read the source article.
