Quick answer: The National Retail Federation forecasts a record $13.5 billion in Halloween spending this year, up from $13.1 billion in 2025, with 74% of Americans planning to celebrate and an average spend of $115.14 each. Witch and Spider-Man top what people say they'll buy, while Google's search-based Frightgeist list is led by Buddy the Unicorn, NeeDoh and Nikki from Obsession. Halloween falls on Saturday, October 31, so expect a big party weekend.
Halloween lands on a Saturday this year, and Americans are spending like it. Two fresh sets of numbers show what people are buying and what they're searching for before the big night.
What's happening
The National Retail Federation's annual Halloween survey, conducted with Prosper Insights & Analytics and released September 22, expects total spending to reach a record $13.5 billion. That beats last year's record of $13.1 billion.
- 74% of Americans plan to celebrate, on par with 73% last year.
- The average shopper expects to spend $115.14, up slightly from $114.45 in 2025.
- Decorations are the biggest category at $4.3 billion, followed by candy at $4.1 billion.
- Costumes add up to about $4.4 billion: $2 billion for adults, $1.5 billion for kids and $0.92 billion for pets.
- About half of shoppers (49%) planned to start in September or earlier, up from 34% in 2016.
"Consumers continue to make Halloween a spending priority," said Allison Zeller, NRF vice president of industry and consumer insights.
The top costumes people plan to wear
NRF's survey asks people what they actually plan to dress up as. The classics still win:
| Rank | Adults | Kids | Pets |
|---|---|---|---|
| 1 | Witch (4.8M) | Spider-Man (4.6M) | Pumpkin (11.6%) |
| 2 | Vampire (4.2M) | Superhero (2.3M) | Hot dog (5.9%) |
| 3 | Batman (2M) | Princess (2.2M) | Ghost (2.8%) |
| 4 | Spider-Man (1.5M) | Witch (1.6M) | - |
| 5 | Ghost (1.4M) | Ghost (1.6M) | - |
What everyone is searching for
Google's Frightgeist list measures search momentum rather than purchases, so it leans toward this year's viral characters. According to LiveNOW from FOX, the top 10 trending costumes for 2026 are:
- Buddy the Unicorn
- NeeDoh
- Nikki (from Obsession)
- Agamemnon (from The Odyssey)
- Lily Love Braids (from Poppy Playtime)
- Oliver Tree
- Verity (from Minecraft)
- Carl (from Dungeon Crawler Carl)
- Disco Scooby-Doo
- Hazel Hook (from Descendants)
Further down the top 25 are Dolly Parton (12), Kenny Rogers (14), "Thriller"-era Michael Jackson (18) and Skeletor (19). Google says searches for Michael Jackson costumes are at a 10-year high. On the pet list, a centipede costume is the top search.
Why it matters if you're hosting
A Saturday Halloween means more adult parties and more competition for guests' evenings. Three practical takeaways:
- Invite now, not Friday. Most people have already picked a party, so send yours today and ask for an RSVP by Thursday.
- Say what the dress code is. With half of celebrants planning to dress up, tell guests whether costumes are expected, optional or themed.
- Shop the shelves, not the delivery window. Discount stores (39%) and Halloween specialty stores (32%) are where most people buy, and late online orders may not arrive by Saturday.
What to do next
Still need a look? Our last-minute costume ideas use things you already own. Hosting? Run through the Halloween party planning guide for food, games and timings. And if you're marrying on the 31st, read about Saturday Halloween weddings.
Sources: NRF press release (Sept 22, 2026); LiveNOW from FOX on Google Frightgeist (Oct 15, 2026).
People Also Asked
Explore common questions related to this blog.
The NRF forecasts a record $13.5 billion, up from $13.1 billion in 2025, or $115.14 per person on average.
In NRF's survey, witch is the top adult costume and Spider-Man the top kids' costume. By Google search momentum, Buddy the Unicorn is the No. 1 trending costume.
Halloween 2026 is on Saturday, October 31.
