The National Retail Federation’s annual Halloween consumer survey conducted by Prosper Insights & Analytics revealed that total Halloween spending in 2025 is expected to reach a record $13.1 billion.
Consumer spending highlights for 2025:
79% of shoppers anticipate prices will be higher this year specifically because of tariffs
Top holiday activities include handing out candy (66%), dressing up in costume (51%) and decorating the home or yard (51%)
Total spending on candy is expected to reach $3.9 billion
2.3 million children plan on dressing up as Spider-Man and 1.9 million as a princess this year
Read on for more consumer insights from the 2025 survey.
Halloween spending explained
Halloween trends: What’s driving record spending
NRF Vice President of Industry and Consumer Insights Katherine Cullen joined Retail Gets Real host Bill Thorne to unpack how consumers are celebrating Halloween this year.
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Halloween Data Center
Consumer spending trends during the spookiest retail event of the year.
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Additional Media Resources
Video Q&A
NRF Vice President of Industry and Consumer Insights Katherine Cullen discusses 2025 Halloween consumer spending expectations and shopping trends.
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Historical highlights
2024
Press Release: Nearly Half of Halloween Shoppers to Start Purchasing Items Before October
Video Q&A: View here
2023
Article: 5 things to know about how consumers are shopping for Halloween
Press release: Halloween Spending to Reach Record $12.2 Billion as Participation Exceeds Pre-Pandemic Levels
Video Q&A: View here
2022
Article: 3 Ways Generation Z is celebrating Halloween this year
Press release: Halloween participation returns to pre-pandemic levels with record spending
Results of the Halloween spending survey are released each year in late September.