Despite mounting economic pessimism and measured declines in consumer confidence, Americans show no signs of pulling back on spending money for Halloween this year, according to an annual consumer survey from the National Retail Federation (NRF).
In its survey published on Thursday, NRF said Americans are expected to make $13.1 billion worth of Halloween-related purchases in 2025, up from $11.6 billion last year and breaking the previous record of $12.2 billion in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF’s Vice President of Industry and Consumer Insights Katherine Cullen said.
Why It Matters
President Donald Trump’s tariffs, paired with broader worries about the state of the economy, have sparked concern that consumers will tighten their purse strings and that retailers will face an unsuccessful holiday shopping season. Deloitte recently forecasted that holiday sales are poised for their slowest pace of growth since the COVID-19 pandemic, while a survey from PricewaterhouseCoopers projected holiday spending to drop by over 5 percent this year.
While the NRF survey shows that consumers are not yet prepared to cut down their Halloween spending, it found that they still remain wary of the economic situation and the potential price impacts of tariffs.
What To Know
The NRF survey, conducted by Prosper Insights & Analytics, drew on responses from 8,045 American adults and was fielded between September 2 and 9.
Of the $13.1 billion in anticipated spending, the NRF survey indicates that $4.3 billion of this will go toward costumes, $4.2 billion toward decorations, $3.9 billion toward candy and $0.7 billion on greetings cards. Per-person spending is also projected to reach an all-time high of $114.45, up from $103.63 in 2024 and the previous record of $108.24 in 2023.
Some 73 percent plan on celebrating the holiday in some way this year, up from 72 percent. While slightly more said they intend to purchase candy, decorations, costumes and cards compared to 2024, the amount consumers expect to spend may reflect anticipation of higher prices rather than any surge in Halloween enthusiasm.
Nearly eight-in-ten (79 percent) said they expect prices to be higher this Halloween as a direct result of tariffs. Meanwhile, discount stores are once again the most popular place to shop for Halloween items, though the number selecting it as their preferred destination has risen to 42 percent from 37 percent last year.
What People Are Saying
NRF Vice President of Industry and Consumer Insights Katherine Cullen said: “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
Prosper Executive Vice President of Strategy Phil Rist said: “For consumers looking to balance their budgets, strategies such as buying early to spread out purchases or shopping at discount stores are just some ways they are being mindful of costs. Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
What Happens Next?
Given imported products such as costumes and decorations make up a significant portion of the Halloween market, some say shoppers have pulled many of their Halloween purchases forward due to potential tariff-driven price increases.
“Many shoppers are buying now to get ahead,” retail expert Stephanie Carls told Axios in late July.
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