Top Halloween costume trends for 2026

Halloween celebrations are kicking off as consumers prioritize their festive traditions, and no tradition says “Halloween” more than dressing up in costume. Seventy-one percent plan to purchase costumes this year, on par with last year’s record, and spending on the category is expected to reach $4.4 billion. So, it’s no surprise shoppers are planning ahead, adding personal touches to their outfits and continuing to bring their pets in on the fun. 

Kids are into superheroes  

Expect to see plenty of heroes this Halloween. Kids are feeling especially “super” this year, with plenty of comic book characters making the costume list. Spider-Man maintains its place as the top costume for children, while the more generic “superhero” takes second place. Meanwhile, KPop Demon Hunters, superheroes themselves, maintain their place in the top 10.

Adults have their own costume preferences 

Superheroes don’t stop with the little ones, as Batman moves up to third place in adult costumes, Superman stays in the mix and Spider-Man re-enters the top 10. But even as movies and comic books influence shoppers, different groups still put their personal spin on their costumes. Men are more likely to say a “classic and nostalgic” (21%) costume is most important to them, compared with women (15%) and consumers overall (18%). 

Generations have their own preferences: Something “niche and unique” is more important to Gen Z (21%) than the average consumer (16%), highlighting younger shoppers’ efforts to show off their individuality. Meanwhile, Gen Xers are looking for laughs, as “funny and silly” (21%) costumes are most important to this group, compared with Gen Z (14%), Millennials (16%) and Boomers (17%). 

Pets costumes get spookier 

Consumers are still wrangling cats and dogs into headbands, onesies and bandanas, as nearly one-quarter (23%) plan to dress their pets in costumes. That’s up from 17% in pre-pandemic 2019, as costumes for our four-legged friends remain popular enough to have trends of their own. This year, the fluffiest members of the family are getting a bit spookier, with ghosts, bats and spiders all moving up in rank. Plus, vampires, Chucky and devils enter the top 10. 

For more on how consumers are celebrating — and shopping for — Halloween this year, check out NRF’s Halloween headquarters.