Halloween spending in the United States is projected to reach an all-time high of $13.1bn this year, according to the National Retail Federation (NRF).

The figure marks a sharp increase from last year’s $11.6bn and surpasses the previous record of $12.2bn set in 2023.

More people preparing for Halloween celebrations

The NRF’s annual consumer survey, carried out with Prosper Insights & Analytics, shows that nearly three-quarters of Americans (73%) intend to celebrate Halloween in 2025. That figure is slightly higher than last year’s 72%.

Traditional activities remain the most popular, with 66% of participants saying they will hand out sweets, 51% planning to wear costumes, and 51% decorating their homes or gardens.

A growing share also intend to carve pumpkins (46%), attend or host parties (32%), visit haunted houses (24%) and dress up their pets (23%).

Costumes, candy and decorations drive sales

Consumer spending on costumes is expected to reach $4.3bn, with both children and adults joining in. Children’s top costume choices include Spider-Man, princesses and witches, while adults favour witches, vampires and pirates.

Spending on pet costumes is forecast at $860 million, with pumpkins, hot dogs and bumblebees among the most popular picks.

Sweets continue to dominate Halloween shopping lists, with projected spending of $3.9bn. Decorations are also in high demand, totalling an estimated $4.2bn.

Spending on greeting cards is set to reach $700 million, up from last year’s $600 million.

Early shopping trends and budget concerns

The survey highlights a rise in early shopping habits, with nearly half of consumers (49%) starting their purchases in September or earlier.

Many cite a love of the autumn season, the desire to secure popular items, and the wish to avoid last-minute stress as reasons for shopping ahead.

Discount stores remain the leading destination for Halloween purchases, attracting 42% of shoppers. Specialty costume shops and online platforms each account for 31%.

Despite concerns about higher prices due to tariffs—acknowledged by 79% of respondents—consumers are still prioritising the holiday, with per-person spending reaching a record $114.45.

Online searches continue to be the most common source of inspiration for costumes and decorations, followed by in-store browsing and recommendations from friends or family.