As the ghostly ghouls and pumpkin lanterns make their annual appearance, Halloween in 2025 is shaping up to be a bigger, more strategic affair than ever, even in the face of inflation, supply chain pressures, and shifting consumer behaviors.

Record Consumer Spending Sets a New Seasonal Benchmark

According to the National Retail Federation (NRF), U.S. consumers are expected to spend 13.1 billion USD on Halloween‑related items this year, a rise from 11.6 billion USD in 2024 and above the previous record of 12.2 billion USD in 2023.

From Costumes to Candy: The Anatomy of a $13B Holiday

• Costumes: an estimated 4.3 billion USD
• Decorations: around 4.2 billion USD
• Candy: roughly 3.9 billion USD
• Greeting cards: approximately 0.7 billion USD

On a per‑person basis, consumers are expected to spend about 114.45 USD each, up nearly 11 USD from last year’s figure and above the previous high of 108.24 USD in 2023.

High Prices, Higher Spirits: Participation Stays Strong

Even as 79% of shoppers anticipated higher prices this year largely because of tariffs and increased costs, about 73% say they participated in some form of Halloween celebration.

The top activities?

• Handing out candy (66%)

• Dressing up in costumes (51%)

• Decorating homes, inside or out (51%)

The Early Birds of Boo: Halloween Shopping Starts Sooner

Nearly 49% of consumers reported they began their Halloween shopping before October. Meanwhile, one major survey found 51% planned to spend about the same as last year, while 22% intended to spend more, suggesting the overall growth in spend is driven less by more people participating and more by higher spend per participant.

Treats for Retailers: Opportunities Behind the Boom

Consumers expected higher prices but still participated. Savvy shoppers are shifting to value‑conscious choices: early shopping, discount stores and bundling deals.

• The high spending per person, especially on costumes and decor, suggested that Halloween is no longer purely about kids’ trick‑or‑treating; it has broadened into adult celebrations, home decor events, and social‑share experiences.

• Retailers should anticipate demand not just for the standard items, but for premium décor, adult‑oriented costumes, and experiential add‑ons.

• For marketers: messaging should reflect this evolution, talk to adults, pet‑owners, and décor enthusiasts as much as to families with children.

The Moral of the (Ghost) Story: Spending Is Alive and Well

Halloween 2025 is a full‑blown consumer milestone: 13.1 billion USD in spending, record per‑person budgets, and an earlier shopping timeline. For brands and retailers that recognize the broadening scope beyond candy and kids’ costumes, the seasonal opportunity has never been more compelling.