Halloween Facts: Halloween is not just for kids. According to the National Retail Federation’s 2026 survey, 74% of consumers plan to celebrate this year, on par with 73% last year and higher than the 68% who planned to celebrate in 2019. Total Halloween spending is expected to reach $13.5 billion, up from last year’s record $13.1 billion. The average person plans to spend $115.14, in line with $114.45 in 2025.
Candy is still the purchase almost everyone makes. About 96% of Halloween shoppers plan to buy sweets, for an estimated $4.1 billion. Decorations are expected to reach $4.3 billion, with 78% of shoppers buying them. Costumes are expected to reach $4.4 billion, with 71% buying one. Greeting cards are up too, with planned purchases rising from 38% in 2025 to 42% this year, about $0.8 billion.
Chocolate still leads the candy bowl. DoorDash order data from last Halloween puts Reese’s Peanut Butter Cups at number one for the third year in a row, followed by Hershey’s Milk Chocolate Bars, M&M’s, Snickers, and Nerds. Skittles, Airheads, Sour Patch Kids, Haribo, and Kit Kat round out the top 10. Sour and fruity candy is climbing, and candy corn orders were up about 30% year over year. Reese’s was the top candy in the most states. Other state favorites included Laffy Taffy, Red Vines, Sour Patch Kids, and Hershey’s bars.
Don’t forget to check the label when you stock up. More candy sold at Walmart and other discount stores is made in China or Mexico. Always look for Made in USA Candy.
Shoppers are also watching prices. If Halloween items cost more than expected, 31% say they will comparison shop, 26% will look for coupons or sales, and 34% will look for items they can reuse next year. Discount stores are still the top place people shop (39%), followed by specialty Halloween and costume stores (32%) and online (27%). About 13% plan to buy from local or small businesses, nearly double the 7% who said that in 2016. Almost half of shoppers (49%) start in September or earlier.
If you are looking for Halloween costumes and decorations that are made in the USA, a few turn up at the big box stores, though there aren’t many available. You can also shop online to find more USA-made costumes, decorations, and candy.
More great facts about Halloween:
- The first Jack O’Lanterns were made from turnips, not pumpkins.
- Black and orange are the colors usually associated with Halloween. The color orange represents strength and endurance. Black is a color typically associated as a symbol of death and darkness and serves as a reminder that Halloween was once a festival that marked the boundaries between life and death.
- Handing out candy is the top way people celebrate (61%), followed by dressing in costume (50%), decorating the home or yard (42%), carving a pumpkin (42%), and watching scary movies (42%).
- Top children’s costumes: Spider-Man (about 4.6 million kids), another superhero (2.3 million), princess (2.2 million), witch (1.6 million), and ghost (1.6 million). Families are expected to spend $1.5 billion on kids’ costumes.
- Top adult costumes: witch (4.8 million), vampire (4.2 million), Batman (2 million), Spider-Man (1.5 million), and ghost (1.4 million). Adult costumes are expected to total $2 billion.
- Pet costumes are expected to reach $0.92 billion. The favorites are a pumpkin (11.6%), a hot dog (5.9%), and a ghost (2.8%).
Spending figures are from the National Retail Federation’s 2026 Halloween survey, conducted by Prosper Insights & Analytics from September 1–9, 2026. Candy rankings are from DoorDash order data for October 2025.
