U.S. consumers are projected to spend a record $13.1 billion on Halloween this year, according to the National Retail Federation (NRF)’s annual survey conducted by Prosper Insights & Analytics. The total surpasses last year’s $11.6 billion and the previous high of $12.2 billion set in 2023.

Despite concerns about higher prices related to tariffs (79% of shoppers expect increased costs), 73% of consumers say they plan to celebrate, consistent with last year’s participation rate. Top activities include handing out candy (66%), dressing in costume (51%), and decorating homes and yards (51%). More consumers also plan to carve pumpkins, attend parties, visit haunted houses, and dress up pets compared with 2024.

Spending is expected to reach $3.9 billion on candy, $4.3 billion on costumes, $4.2 billion on decorations, and $700 million on greeting cards. Per-person spending is forecast at a record $114.45, nearly $11 higher than last year.

Nearly half of shoppers (49%) began buying items in September or earlier, with discount stores (42%) the leading purchase destination, followed by specialty Halloween/costume shops (31%) and online retailers (31%).

Costumes remain a major driver of sales:

• Children: Spider-Man, princesses, witches, ghosts, and superheroes are among the top picks, with $1.4 billion in spending.
• Adults: Popular choices include witches, vampires, pirates, cats, and Batman, totaling $2 billion in spending.
• Pets: Pumpkin, hot dog, bumblebee, ghost, and superhero costumes lead the list, contributing to $860 million in sales.