The trend: More than a quarter (28%) of consumers plan to spend more on Halloween items like candy, décor, and costumes this year, up from 23% in 2024, per CivicScience.

• That aligns with the National Retail Federation’s forecast, which projects record Halloween spending of $13.1 billion, a nearly 12% YoY increase and well above the previous high of $12.2 billion in 2023.
• While some of that uptick reflects growing enthusiasm, higher prices—driven by tariffs and other factors, such as rising cocoa costs—are also likely a factor.

Why it matters: Nearly three-quarters (73%) of US adults plan to celebrate Halloween, according to the NRF.

• But as consumers become more price-conscious, value-oriented retailers have an opening to capture share.
• Case in point: 22% of consumers plan to shop at discount stores for Halloween this year, up from 18% last year, per CivicScience. Those retailers appear to be gaining ground on big-box stores and seasonal pop-ups, both of which saw their share slip.

Our take: Halloween shoppers are proving you can have your candy and save, too. Even when they’re eager to splurge on sweets and costumes, they’re still looking for a good deal. The retailers that win this season will be the ones that offer value-driven promotions, making it easy to indulge without overspending.