Halloween falls on Saturday this year, and shoppers are getting ready to spend. The National Retail Federation (NRF) expects Halloween spending in the United States to reach a record $13.5 billion in 2026, up from $13.1 billion last year. That is a gain of about 3.82%, before adjusting for inflation. Here is where the money is going and how you can keep your own budget in check.
The big picture
The NRF’s survey, conducted by Prosper Insights and Analytics from September 1 to 9, asked 7,889 consumers about their plans. The margin of error is plus or minus 1.1 percentage points. According to the results, the average person celebrating Halloween plans to spend about $115.14, compared with $114.45 in 2025.
That small increase per person suggests that shoppers are being careful. Reports noted that people are watching prices, even as gasoline costs rise.
What people are buying
The NRF breaks the total into several categories:
- Costumes: about $4.4 billion, with 71% of consumers planning to buy.
- Decorations: about $4.3 billion, with 78% planning to buy.
- Candy: about $4.1 billion, with 96% planning to buy.
Candy is the most widely bought item, which is no surprise, while costumes bring in the most total spending. Decorations sit between the two, showing how much people enjoy turning their homes and yards into a seasonal display.
The pattern points to a holiday that is as popular as ever. Families, young adults and even people without children are joining in, from decorating front porches to hosting costume parties. At the same time, higher everyday costs mean many households are choosing where to splurge and where to save, which is why discount stores lead the list of shopping destinations.
Where shoppers go
Discount stores are the top destination, chosen by 39% of respondents. Specialty Halloween and costume stores come next at 32%, followed by online retailers at 27%. About one-third of shoppers said they would compare prices to find the best deal, and 26% said they were looking for coupons or sales.
Simple ways to spend less
You do not need to spend $115 to enjoy the holiday. A few ideas can help:
- Reuse and swap. Trade costumes with friends or neighbors, or build one from clothes you already own.
- Buy candy last. Prices often drop in the final days, and you avoid eating it before the night.
- Make decorations. Pumpkins, paper cutouts and string lights go a long way for little money.
- Set a limit. Decide on a budget for each category before you head into the store.
If you shop online, order early enough to avoid rush shipping fees, and compare the final price including delivery before you check out.
The bottom line
Halloween spending is still growing, but the numbers show a cautious, price-conscious shopper. Most people want the fun without a big bill, and that is easy to achieve with a little planning. Whether you are buying a costume, stocking up on candy or carving pumpkins, the best strategy is to decide what matters most and spend there.
Figures come from the National Retail Federation’s 2026 Halloween survey as reported in the press.
