Check out NRF's Halloween headquarters for more on how consumers are celebrating this year.
Halloween isn’t just a holiday — it’s a full-fledged season of fun, community and record-breaking retail activity. Today we’re joined by Katherine Cullen, vice president of industry and consumer insights at the National Retail Federation, to unpack how consumers are celebrating Halloween this year and why this festive tradition continues to grow in cultural and economic significance.
What was once a single night of trick-or-treating has evolved into a multi-week season of decorating, dressing up and celebrating in neighborhoods across the country. This year, consumer spending on Halloween is expected to reach a record $13.1 billion, with the average celebrant spending $114 on everything from costumes and candy to elaborate decorations. Three-quarters of American adults say they’re participating in Halloween activities — making it one of the most widely celebrated consumer events of the year.
Megan Miller's spooky underwater decor.
At the heart of Halloween’s popularity is the power of connection. “Moments like Halloween are a time for people to focus on something fun, something that connects them to their community,” Cullen says. Against a backdrop of ongoing uncertainty — from inflation to global events — Halloween provides a joyful escape and a way for people to come together.
This year, NRF dug deeper into consumer behaviors, but it also turned to the real experts: kids. Young Halloween fans shared their favorite decorations — from spiders and pumpkins to glowing spiderwebs — while Halloween super-fan Megan Miller painted a vivid picture of what it looks like to go all out for the holiday. From a “dead petting zoo” to ghost farms and 12-foot skeletons, Miller’s Halloween setup has become a community destination that reflects the creativity and enthusiasm driving this season.
Costumes remain a top category — not just for kids, but for adults and even pets. Classic favorites like witches and vampires still reign, but pop culture is driving new trends, too. Characters from Pokémon, Wednesday Addams and KPop Demon Hunters are joining the costume lineup this year. Decorations, meanwhile, continue to surge in popularity, accounting for more than $4 billion in spending as people transform their homes into haunted wonderlands.
Ultimately, Halloween’s staying power comes down to joy and community. As Cullen puts it, “People are looking for that connection. They’re looking for that sense of normalcy. They’re looking for some fun at a time when the headlines aren’t always fun.”
From record retail spending to heartwarming neighborhood traditions, Halloween continues to prove that a little spooky fun goes a long way toward bringing people together.
(00:00:00) Turning homes into haunted experiences
Halloween spending reaches record levels
Why decorations are a core part of the season
A peek inside over-the-top themed displays
How community and creativity fuel the trend
(00:07:09) From one night to an entire season
Why consumers are celebrating earlier each year
How cooler weather kicks off spooky season
Early shoppers fueling the Halloween boom
Why Halloween has become more than just October 31
(00:10:07) What consumers are buying this Halloween
The core categories driving record spending
Why adult and pet costumes are surging
The surprising rise of Halloween greeting cards
How traditions old and new shape seasonal shopping
(00:12:33) Costumes that define the season
What kids say about this year’s top looks
The enduring favorites versus trending characters
Why food-themed pet costumes never go out of style
Classic adult costumes that always make the list
(00:16:04) Why Halloween matters more than ever
How uncertainty fuels a desire for joy and connection
Halloween as a moment of escapism and tradition
The role of community in keeping the season alive
Why kids are the real experts on spooky fun
