Consumer Behavior

Halloween spend to hit $13.5B

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September 24, 2026

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Halloween spending is projected to hit $13.5 billion, according to the National Retail Federation's annual consumer survey conducted by Prosper Insights & Analytics.

The projection maintains the strong spending level of last year's record $13.1 billion and reflects consumers' continued enthusiasm for the holiday, according to a press release.

"Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind," NRF Vice President of Industry and Consumer Insights Allison Zeller, said in the release.

About half of shoppers (49%) plan to begin shopping for Halloween in September. The percentage of consumers shopping before October has grown over the past decade, rising from 34% in 2016.

Consumers are expected to spend an average of $115.14 per person, in line with $114.45 per person in 2025.

Discount stores (39%) continue to be the top destination for Halloween purchases, followed by specialty Halloween/costume stores (32%) and online (27%).

Nearly half (47%) of consumers are using AI platforms and tools to support their Halloween shopping this year, with top use cases including brainstorming and coming up with ideas while planning (34%) or asking for recommendations or ideas during product research (32%).

"AI is becoming an increasingly common part of the consumer shopping journey," Prosper executive vice president of strategy, Phil Rist said in the release. "As consumers prepare for Halloween, many are using these tools to brainstorm costumes and decorating themes, explore production options and find inspiration that help bring their celebrations to life."