Halloween Spending Hits a Record as Shoppers Turn to AI

Halloween Spending is about to hit a record, and almost nobody is waiting until October to do it. The National Retail Federation's 2026 Halloween survey, conducted by Prosper Insights & Analytics among 7,889 U.S. consumers in early September, puts expected spending at $13.5 billion — up from last year's record $13.1 billion — with the average celebrant planning to spend $115.14. Nearly three-quarters of consumers plan to celebrate, up from 73% last year and 68% in 2019.

The headline number hides a careful shopper. The survey found 79% of shoppers expect prices on Halloween items to be higher this year specifically because of tariffs, and the responses read like a playbook for beating them: 49% of consumers planned to start Halloween shopping in September or earlier, up sharply from a decade ago. Among the early birds, 23% said getting a jump on the season lets them spread out their budgets, while 21% cited attractive prices and promotions. If merchandise runs more expensive than expected, 31% plan to comparison-shop and 26% will hunt for coupons or sales.

Where the money goes

Candy still rules the basket: 96% of celebrants plan to buy sweets, accounting for $4.1 billion. Decorations follow at $4.3 billion with 78% buying, costumes at $4.4 billion with 71%, and greeting cards — a surprise riser — at $800 million, with 42% planning a purchase, up from 38% last year. The most popular ways to celebrate are handing out candy (61%) and wearing a costume (50%), followed by decorating the home or yard, carving pumpkins and watching scary movies, each cited by just over two-fifths of respondents. The average celebrant plans to spend just a touch more than last year, so the record total comes from more people celebrating, not bigger individual baskets.

AI joins the costume hunt

The survey's most 2026 finding: 47% of consumers are using AI tools to support their Halloween shopping. About a third use them to brainstorm costume and decorating ideas while planning, and 32% ask for recommendations or ideas during product research. "AI is becoming an increasingly common part of the consumer shopping journey," said Phil Rist, the research firm's executive vice president of strategy, noting that shoppers use the tools to brainstorm themes, explore production options and find inspiration that brings their celebrations to life.

Adults are driving the season

Adults are driving Halloween as much as kids are. An analysis of the survey data by the Halloween & Costume Association found 57% of adults who wear costumes start shopping by September, and a third plan to visit a haunted house. A separate Ferrero survey of 1,000 U.S. adults found 58% saying Halloween should be a national holiday — a joke that keeps getting less funny as the Halloween Spending totals climb.

The bargain playbook

Discount stores remain the top destination at 39%, followed by specialty Halloween and costume shops at roughly a third and online retailers at 27%. Thirteen percent plan to shop at local and small businesses, nearly double the 7% who said so in 2016. Retailers have noticed: the trade group says stores are stocking wider ranges across price points to meet budget-minded celebrants. Early-bird tactics are working too — nearly half of shoppers planned to begin before October, turning September into the real start of spooky season. And a third say they will look for items they can reuse or repurpose for other occasions — the clearest sign that Halloween Spending keeps growing even as shoppers refuse to overpay for it.

"Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind," said Allison Zeller, the federation's vice president of industry and consumer insights. "For more than two decades, our Halloween survey has tracked how consumers celebrate the holiday, and this year's results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season."

See how the season is playing out on social in Young Viewers Want a Say in the Stories They Watch, and browse the Culture topic page for more.

Sources for this story include the National Retail Federation's 2026 Halloween survey and Retail Customer Experience's coverage of the findings.