Halloween Spending Is Heading for a Record High This Year

Halloween spending is on track to smash another record this year, even though most shoppers are bracing for higher prices. Americans are expected to shell out 13.5 billion dollars on costumes, candy, and decorations for the 2026 season, according to the National Retail Federation's annual survey, topping last year's record of 13.1 billion. About three-quarters of consumers plan to celebrate, and the average household budget for the holiday sits at roughly 115 dollars a person.

The survey, conducted by Prosper Insights and Analytics among 7,889 shoppers in early September 2026, captures a familiar tension in this economy: enthusiasm is high, but so is anxiety. Nearly eight in ten respondents said they expect Halloween items to cost more this year specifically because of tariffs. Shoppers are responding the way value-hunters always do, by starting early, comparing prices, and hunting for deals, and this year they have a new helper in the mix.

Tariffs are the ghost haunting the candy aisle

Price sensitivity is shaping nearly every Halloween spending decision this year. About a third of shoppers said they plan to shop around for the best prices, roughly a quarter are looking for coupons or sales, and a similar share plan to reuse or repurpose items for other occasions, as reported by the National Retail Federation. Comparative shopping is especially popular among households earning between 75,000 and 150,000 dollars a year, while higher-income households are keeping an extra-close eye out for promotions.

The category breakdown shows where the money actually goes. Candy remains the undisputed king of the holiday, with 96 percent of celebrants planning to buy sweets, representing about 4.1 billion dollars in spending. Costumes follow at 4.4 billion dollars from 71 percent of shoppers, and decorations account for 4.3 billion from 78 percent. Even greeting cards are having a moment, with planned purchases rising to 42 percent of shoppers from 38 percent last year, good for roughly 800 million dollars in spending.

Discount stores remain the top destination at 39 percent of shoppers, ahead of specialty Halloween and costume shops at 32 percent and online retailers at 27 percent. Nearly half of respondents said they began shopping in September or earlier, a share that has climbed from about a third a decade ago, as the holiday stretches from a single night into a full season. Spreading purchases across paychecks has become a deliberate budgeting strategy, not just enthusiasm.

AI joins the costume hunt

The most 2026 detail in the data is who is helping shoppers decide. Nearly half of consumers, 47 percent, say they are using AI platforms and tools to support their Halloween shopping this year. The top uses are brainstorming costume and decorating ideas while planning, cited by 34 percent, and asking for recommendations during product research, cited by 32 percent, according to Retail Customer Experience, which covered the survey release.

"AI is becoming an increasingly common part of the consumer shopping journey," said Phil Rist, executive vice president of strategy at Prosper, in the release. The finding points to a shift in the earliest stages of buying, when shoppers are developing ideas and researching products, rather than at checkout. For Gen Z shoppers who already plan trips and outfits with chatbots, using AI to brainstorm a group costume theme is simply how the holiday starts now.

There is a counterpoint buried in the record total. Per-person spending of about 115 dollars is essentially flat against last year's 114.45 dollars, which means the headline record is driven more by participation than by bigger splurges. Shoppers are celebrating more strategically: starting earlier, reusing more, and leaning on discounts. The NRF's Allison Zeller described the mood as thoughtful and strategic, with consumers looking for ways to maximize value throughout the season.

How to keep your Halloween budget from getting scary

The playbook writes itself from the data. Shop discount stores first, where nearly four in ten celebrants are already headed, and compare prices before committing, since a third of shoppers say that is their plan. Reuse and repurpose: a costume with pieces you can wear again beats a single-night purchase, and decorations that work for fall generally outlast the holiday. Start now rather than in the final week, both to spread the cost and to dodge the late-October markup panic.

And if you are brainstorming with AI, treat its suggestions as a starting point, then check thrift stores and your own closet before buying new. Gen Z keeps proving that secondhand culture can out-cool brand-new Halloween spending, and Halloween is the easiest holiday to thrift. For more on how young consumers are spending, saving, and celebrating, browse our Culture section.