Expected Halloween spending is predicted to rise for the third year in a row in 2026, according to new data from the National Retail Federation. The NRF reports total planned spending of $13.5 billion in 2026, up from $13.1 billion in 2025, and $11.6 billion in 2024.
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Halloween Edges Out Thanksgiving for Fall Festivities
Nearly three-quarters (74%) of Americans will be celebrating the holiday this year, according to NRF data. A separate poll from CIT Bank in conjunction with Researchscape International revealed that 54% of Americans plan to spend $200 or more on Halloween, versus 39% who said they expect to spend that much on Thanksgiving.
The CIT Bank survey revealed similar findings:
38% plan to spend $300+ on Halloween
19% plan to spend $300+ on Thanksgiving
Gen Z and millennials lead the charge, with the younger demographics spending $270 and $308, respectively, compared to an average spend of $210 across all adult age groups.
Americans Embrace Their Penchant for Sweets and Showing Off on Social Media
The most popular spending category, once again this year, is candy, according to NRF data. A whopping 96% of consumers said they plan to buy candy, for a total spend of $4.1 billion. Consumers plan to sink even more money into decorations, with just 78% of respondents forecasted to spend a total of $4.3 billion.
Costumes are also a big investment this year, with 71% of shoppers expected to spend $4.4 billion, according to NRF data.
The CIT Bank survey supports these findings. In spite of persistent inflation, high gas prices, and economic pressure, 23% of those polled said they plan to spend $200 or more on costumes for their families, while only 4% said they’d spend that much on themselves. Gen Z, the youngest of those surveyed, were more likely to say they’d spend money on a costume for themselves (71% compared to 53% across all generations).
Social media is driving the younger generations’ desire to stand out. More than half (52%) of Gen Z and millennials said they’d pay more for a costume to drive social media engagement, compared to 38% of respondents overall.
People also aren’t leaving their pets out of the holiday fun. More than one quarter (26%) said they’d spend $40 or more on pet costumes.
‘Summer-ween’ Is Real
To deal with budget pressures, people are planning ahead for the holiday. Forty-two percent of Americans started shopping for Halloween in September, with 19% starting even earlier, according to CIT Bank.
If you haven’t already started saving, shopping, or decorating for Halloween, it’s not too late to do it on a budget. Don’t worry: With these frugal tips, you won’t have to resort to handing out raisins to trick-or-treaters.
Buy candy in bulk
A majority (71%) of shoppers said they’ll purchase candy in bulk this year to save money, according to CIT Bank. Saving money means you can share the good stuff. If you see full-size chocolate bars for just over $1 per bar, grab them. If you want to splurge on other sweet treats, wholesale club BJ’s has 40-count buckets of Ring Pops (a nostalgic favorite) for less than $16. Walmart offers giant bags of fun-size chocolates for just $10, but you can save even more per pound buying the $25 bag.
Shop at a dollar store
If you decide to forego the warehouse club and buy your candy from a dollar store or other discount retailer, you’re not alone. According to CIT Bank, 62% of consumers plan to shop at a dollar store for their Halloween needs this year. That’s up from 49% in 2025.
Spend less on costumes
Even if you’re like the younger generations and looking for a click-worthy costume this year, you can save money. Re-use a costume from your pre-Insta era or swap with friends. Or consider getting crafty; 30% of CIT Bank poll respondents said they’re making their costume this year.
Also check your local buy/sell/trade groups on Facebook for people giving away costumes or selling them cheap. If you’re tasked with finding a costume for a child or grandchild, these groups are also a great resource.
Make your own decorations
If you’re like many of the over-50 crowd, you already have a basement, attic, garage or shed stuffed with decorations for every season. But if you want a few fresh pieces, consider making them yourself to save money.
Wreaths, jack-o-lanterns, and tiny floating ghosts made from white napkins and fishing line or ribbon all make cute and classy decorations. You can also fill mason jars with inexpensive, battery-operated LED fairy lights and wrap gauze around the jars to light a path for trick-or-treaters.
If you have access to a 3D printer, you can design and print your own plastic decorations to use year-after-year, potentially for less than you can purchase Halloween decor in stores.
Look for Items You Can Reuse
Value and versatility seem to be the keywords going into this holiday season, which kicks off with Halloween. More than one-third (34%) of shoppers said they plan to look for items they can reuse in the future or even reuse for other holidays or keep out all year long, according to NRF data.
Harvest decorations, ceramic pumpkins, and fall flowers can easily make the transition from Halloween to Thanksgiving.
You can also turn to AI for suggestions on how to plan, design, and repurpose your decor. Roughly one-third of consumers are using AI to brainstorm ideas (34%) or get recommendations while they’re researching Halloween products (32%), according to the NRF survey.
This story written for TheStreet by Nifty 50+