Americans are projected to spend a record $13.5 billion on Halloween this year, according to the National Retail Federation (NRF), with $4.1 billion allocated for candy alone. Despite elevated costs for cocoa, shipping, and transportation, consumers are expected to spend $400 million more than in 2025 and $1.9 billion more than in 2024.
The National Retail Federation reports that the average person plans to spend about $263, with parents typically spending the most due to multiple Halloween-related purchases. A survey by WalletHub found that two-thirds of Americans believe Halloween has become too expensive this year.
Costs for costumes and candy rise
The general manager of Chicago Costume, Cortland Hickey, attributed higher costume prices to increased transportation and fulfillment costs, including fuel surcharges and diesel expenses. The tariff costs have also been incorporated into product pricing. Online shopping for Halloween costumes has declined slightly, with 27% of consumers planning to shop online this year, down from 31% in 2025.
Candy prices have surged 7.7% over the past year, more than double the overall inflation rate of 3.7%, according to the Bureau of Labor Statistics. A 100-piece bag of assorted Halloween candy now averages $16.96, up 3.5% from last year and 71% higher than in 2021. The Wells Fargo Agri-Food Institute projects chocolate prices to be 8% higher than last Halloween.
Consumer strategies amid higher prices
The NRF noted that 96% of Halloween shoppers still plan to purchase candy, with 31% comparison shopping and 26% seeking coupons or sales if prices exceed expectations. Retailers are offering products at varying price points to accommodate different budgets. Last year, Halloween confectionery sales rose 7.6% even as unit sales fell 2.5%, indicating that consumers spent more while receiving fewer items.
The National Retail Federation expects online shopping to account for 27% of Halloween purchases, a slight decline from 31% in 2025. The organization also found that parents spend the most on Halloween-related items, often due to multiple events and activities for children.
Industry responses and long-term trends
Retailers are adjusting to higher operational costs by spreading expenses across product lines. The NRF emphasized that while affordability is a consideration, consumers remain committed to celebrating Halloween. The holiday’s cultural significance continues to drive spending despite broader economic pressures, including rising costs for housing, transportation, and essentials.
The National Retail Federation and other industry groups highlight that Halloween remains a priority for consumers, with spending resilience evident in recent years. The holiday’s economic impact extends beyond candy and costumes, supporting retailers across multiple sectors.