Americans are expected to spend a record $13.5 billion on Halloween in 2026, according to the National Retail Federation's annual Halloween survey. The figure covers costumes, decorations, candy and greeting cards, cementing the holiday's status as one of retail's biggest seasons.
Costumes lead the spending at $4.4 billion, with 71 percent of shoppers buying them; decorations follow at $4.3 billion (78 percent of shoppers), candy at $4.1 billion (96 percent) and greeting cards at $0.8 billion (42 percent), Bee Bulletin reports, citing the NRF survey of September 22, 2026.
How Americans celebrate: 61 percent plan to hand out candy, 50 percent will dress in costume, and 42 percent each plan to decorate the home or yard, carve pumpkins or watch scary movies. With Halloween falling on a Saturday this year — October 31, 2026 — retailers expect participation to run high.
Pets are in on the act too: pumpkin remains the top pet costume at 11.6 percent of pet owners who dress up their animals, followed by hot dog and ghost. And because nearly half of Halloween shoppers start buying in September, the Halloween economy now stretches across two full months of retail — with Spirit Halloween opening a record 1,575 stores this season, NJBIZ reports. The NRF survey, conducted September 22, 2026, also found that 49 percent of shoppers start buying before October — stretching the Halloween economy across two full months. Decorations, at $4.3 billion, nearly match costume spending, as home and yard displays become ever more elaborate. With the holiday falling on a Saturday, neighbourhood foot traffic — and candy demand — is expected to hit new highs. The Saturday timing also boosts party spending, with costume gatherings expected across the country.