Americans Will Spend a Record $13.5 Billion on Halloween. Here's Where the Money Goes

Somewhere in America right now, someone is standing in a store aisle holding two bags of candy and doing quiet math. If that is you, you are in very good company.

Americans are expected to spend a record $13.5 billion on Halloween this year, according to the National Retail Federation's annual survey with Prosper Insights & Analytics. That is up from last year's record of $13.1 billion, and it works out to about $115 per person.

Here is where all that money is going, what surprised me in the numbers, and how to enjoy the season without blowing your budget.

More people are celebrating than ever

Seventy-four percent of Americans plan to celebrate Halloween this year, up from 73% last year and 68% in 2019. The holiday is not just for kids anymore. It is a full season, and many people treat it that way.

Nearly half of shoppers, 49%, said they planned to start buying in September or earlier. Their top reason was not deals. It was simply that they look forward to fall.

Where the $13.5 billion goes

• Costumes: $4.4 billion (71% of celebrants plan to buy one)

• Decorations: $4.3 billion (78%)

• Candy: $4.1 billion (96%)

• Greeting cards: about $800 million (42%, up from 38% last year)

Yes, almost everyone buys candy. But costumes and decorations now take a bigger slice of the pie.

Even pets get a budget

Pet costumes alone are expected to reach about $920 million. The top pet looks? A pumpkin, a hot dog and a ghost.

The most popular costumes this year

According to the survey, classic characters still rule:

• Kids: Spider-Man leads, followed by superheroes in general, princesses, witches and ghosts.

• Adults: witches top the list, then vampires, Batman, Spider-Man and ghosts.

There is something comforting about that. In a year of fast-moving trends, the witch and the ghost are still doing just fine.

The twist: AI is helping people plan

This was the number that stood out to me. 47% of shoppers said they would use AI tools for Halloween shopping, mostly to brainstorm ideas and plan parties, and about a third to get product recommendations.

Meanwhile, more people are shopping local. Thirteen percent plan to buy from local and small businesses, compared with 7% back in 2016.

7 ways to celebrate without overspending

1. Set one number first. Decide on a total budget for candy, costumes and decor before you walk into a store.

2. Shop your closet. A witch, a ghost or a vampire can often be built from clothes you already own plus one or two accessories.

3. Buy decorations you can reuse. About a third of shoppers say they are already doing this. Neutral pumpkins and string lights work well into November.

4. Compare prices before you buy. Around a third of shoppers plan to shop around, and 26% are hunting for coupons or sales.

5. Use AI for ideas, not just shopping. Ask for costume ideas using items you already have, or a party menu under a set budget.

6. Swap with friends. Kids outgrow costumes fast. A simple neighborhood swap can save real money.

7. Buy candy last, or count your doors. If you usually end up with leftovers, buy a little less this year and keep one backup bag.

The bottom line

Halloween has quietly become one of America's biggest spending seasons, and this year is on track for another record. But the best parts of it, carving a pumpkin, a homemade costume, an evening of scary movies, do not need to cost much at all.

What are you dressing up as this year? Tell me in the comments. Bonus points for anything homemade.

This story was written with the help of AI tools. Sources: National Retail Federation and Prosper Insights & Analytics 2026 Halloween survey (7,889 adults, surveyed September 1-9, 2026), as reported by CPA Practice Advisor and Talk Business & Politics. Figures are forecasts and are not adjusted for inflation.