Consumers plan to spend an estimated $13.5 billion on Halloween this year, despite concerns about rising prices, according to the National Retail Federation’s (NRF) 2026 Halloween Survey. The survey, conducted by Prosper Insights & Analytics, gathered responses from 7,889 U.S. consumers between Sept. 1 and 9.
Shoppers expect to spend an average of $115.14 per person on Halloween-related purchases. However, 79% anticipate higher prices on Halloween items because of tariffs, prompting many consumers to consider ways to manage their budgets.
Shopping strategies vary by household income. Among households earning $75,000 to $150,000 annually, 36% say they plan to compare prices to find better deals. Among higher-income households, 30% expect to look more closely for coupons and sales.
Consumers are also prioritizing purchases they can use beyond Halloween. According to the survey, 34% plan to seek out items they can reuse in the future. Examples include clothing and accessories that work for Halloween costumes but can also be worn for other occasions.
Reusing existing costumes and decorations is another common way shoppers plan to control spending. More than half of respondents, 52%, said they reuse about half or more of their costume items from year to year. That figure rises to 60% among households with children.
Reuse is even more prevalent for Halloween decorations. Overall, 73% of consumers said they repurpose about half or more of their decorations each year. Among households with children, the share increases to 76%.
The findings suggest consumers continue to make plans to celebrate Halloween while considering price pressures and looking for opportunities to save. Comparing prices, seeking discounts, and choosing versatile products are among the approaches shoppers are using to balance holiday spending with household budgets.
