Halloween spending to hit record $13.1 billion in 2025, National Retail Federation reports
WASHINGTON, D.C. — Americans are expected to spend a record $13.1 billion on Halloween this year, according to the National Retail Federation’s (NRF) annual consumer survey conducted by Prosper Insights & Analytics. The figure surpasses last year’s $11.6 billion and the previous record of $12.2 billion set in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
According to the survey, 79% of Halloween shoppers expect higher prices this year because of tariffs. Despite that, 73% of consumers plan to celebrate, up slightly from 72% last year. Popular activities include handing out candy (66%), dressing up in costume (51%), and decorating homes or yards (51%). More people also plan to carve pumpkins (46%), attend parties (32%), visit haunted houses (24%), and dress up their pets (23%) compared to 2024.
Record per-person spending
Average per-person spending reached an all-time high of $114.45, nearly $11 more than last year and up from the previous record of $108.24 in 2023.
Consumers plan to spend the most on costumes ($4.3 billion), followed by decorations ($4.2 billion), candy ($3.9 billion), and greeting cards ($0.7 billion). Discount stores remain the most popular shopping destination (42%), followed by specialty Halloween or costume stores (31%) and online retailers (31%).
“For consumers looking to balance their budgets, strategies such as buying early to spread out purchases or shopping at discount stores are just some ways they are being mindful of costs,” said Prosper Executive Vice President of Strategy Phil Rist. “Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
Costumes and inspiration
Among children, the top costumes are Spider-Man (2.3 million), princess (1.9 million), witch (1.7 million), ghost (1.6 million), and superhero (1.5 million).
For adults, witches again top the list (5.6 million), followed by vampires (2.7 million), pirates (1.6 million), cats (1.6 million), and Batman (1.6 million).
Pets are also part of the festivities, with spending on pet costumes expected to total $860 million. The most popular pet costumes are pumpkin (9.8%), hot dog (5.4%), bumblebee (4%), ghost (3.1%), and superhero (3.1%).
Nearly half of consumers (49%) began shopping in September or earlier, and online searches (37%) remain the leading source of Halloween inspiration, followed by retail stores (27%) and friends or family (21%).
The NRF survey polled 8,045 consumers between Sept. 2–9 and has a margin of error of plus or minus 1.1 percentage points.
