The National Retail Federation’s annual 2026 Halloween consumer survey conducted by Prosper Insights & Analytics shows consumer spending on Halloween is expected to reach $13.5 billion this year.
“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.
“For more than two decades, NRF’s 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. 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.”
Halloween shopping highlights for 2026:
- Consumer spending on Halloween is expected to reach $13.5 billion this year.
- Halloween remains a popular holiday for consumers, with 74% planning to celebrate this year.
- About half of consumers (49%) say they began shopping for Halloween in September or earlier.
- Activities like handing out candy (61%), dressing in costume (50%), decorating their home or yard (42%), carving pumpkins (42%) and watching scary movies (42%) are the top ways consumers mark the occasion.
Read the full press release from NRF here.
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