Halloween Spending Could Hit a Record $13.5 Billion as Shoppers Look for Ways to Save

Americans are expected to spend a record $13.5 billion on Halloween this year, but rising prices are forcing many households to reconsider how much they can afford to spend on costumes, candy and decorations. With Halloween falling on Saturday, October 31, retailers are preparing for a busy holiday even as consumers look for ways to keep costs under control.

The National Retail Federation (NRF) forecasts that spending will exceed the previous record of $13.1 billion set in 2025. However, recent reporting suggests that the headline figure does not tell the whole story. Some consumers are maintaining their holiday traditions, while others are buying fewer items, choosing cheaper alternatives or delaying purchases.

Record Spending, but Greater Financial Pressure

According to the NRF's September survey, the average consumer plans to spend approximately $115.14 on Halloween this year, slightly above the $114.45 recorded in 2025. About 74% of Americans intend to celebrate the holiday, suggesting that participation remains strong despite economic uncertainty.

Yet a separate survey from LendingTree found that 61% of respondents were skipping some Halloween purchases because of economic concerns. The survey also found that nearly one in four Halloween celebrators expected to take on debt to cover holiday expenses.

These findings point to a growing divide between overall spending forecasts and individual household experiences. Record national spending does not necessarily mean every consumer is spending more. Higher prices can increase total retail spending even when shoppers buy fewer items or make more deliberate choices.

For families managing expenses for children, the pressure can be particularly pronounced. Costumes, school celebrations, candy and neighborhood activities can quickly add up, especially when households are participating in several Halloween events.

Candy and Costumes Become More Expensive

Candy remains a major part of Halloween spending, but elevated prices are influencing shopping decisions. CBS News reported on October 26 that chocolate prices were expected to be approximately 8% higher than the previous Halloween, citing the Wells Fargo Agri-Food Institute.

The increase follows sharp fluctuations in global cocoa prices in recent years. Poor growing conditions in West Africa, where much of the world's cocoa is produced, contributed to earlier supply shortages and price increases. Although cocoa prices have fallen from their previous peaks, shoppers have not necessarily seen equivalent reductions in retail candy prices.

The Associated Press also reported that U.S. Halloween candy sales were running below the previous year's levels. NielsenIQ data showed candy sales fell 6.7% in the month ending October 17 compared with the same period a year earlier.

Costumes and decorations are adding to the expense. Retailers are competing for shoppers, but transportation, production and other operating costs can influence final prices. Consumers who leave purchases until the last minute may also face fewer choices or additional delivery charges.

How Shoppers Are Adjusting

Rather than abandoning Halloween altogether, many consumers are looking for ways to celebrate more economically.

The NRF found that 34% of shoppers would seek items they could reuse in future years if prices were higher than expected. Another 31% planned to compare prices, while 26% intended to look for coupons and sales.

Discount stores remain the most popular destination for Halloween purchases, according to the federation's survey. Specialty costume shops and online retailers also attract shoppers seeking particular products or competitive prices.

These strategies allow families to preserve favorite traditions without necessarily matching previous years' spending. Reusing decorations, adapting existing clothing into costumes and purchasing candy in carefully selected quantities can help limit expenses.

What It Means for Retailers

For retailers, Halloween presents an opportunity to generate strong seasonal sales, but consumer sensitivity to prices remains a concern. Businesses must balance attractive promotions with the costs of stocking, transporting and selling seasonal merchandise.

The final days before October 31 will be important in determining whether consumers follow through on their spending plans or become more cautious. Candy sales figures suggest that some shoppers may be holding back, although purchases could increase as Halloween approaches.

Ultimately, the projected $13.5 billion in spending reflects the holiday's continued popularity, not necessarily widespread financial comfort. As Americans prepare for Halloween, many are trying to preserve the fun while avoiding unnecessary expenses.

This year's holiday illustrates a broader consumer trend: even when people remain willing to spend on meaningful experiences and family traditions, affordability increasingly shapes what they buy and how much they are prepared to pay.