The insight: Halloween spending will hit a record $13.1 billion this year, per the National Retail Federation (NRF). That’s up nearly 12% YoY, and well above the previous record of $12.2 billion in 2023.

The underlying trends: The surge in spending may at first blush seem at odds with the broader economic gloom facing many consumers. But it could also reflect consumers’ desire to use events like Halloween as an escape from their present woes—along with the rising embrace of trends like Summerween.

Per the NRF, more people are looking to get into the festive spirit this year, pushing the official start of spooky season earlier than ever.

• More Halloween shoppers expressed interest in throwing or attending a Halloween party this year, as well as dressing up their pets—both occasions that will likely spur additional spending on costumes and other holiday-adjacent items.
• 71% of Halloween shoppers plan to buy costumes this year, up from 67% in 2024; $860 million of that spending will go toward outfits for pets.
• Roughly half (49%) of Halloween shoppers began making purchases in September or earlier, up from 37% in 2019, citing excitement around the holiday and a desire to avoid missing out on must-have items as the top reasons for doing so.

Our take: The healthy increase in Halloween spending reflects consumers’ growing excitement around the holiday, and retailers’ concerted efforts to cater to it. At a difficult time for retail spending, companies should take note of shoppers’ willingness to spend big on items that get them into the holiday spirit, and carry that enthusiasm forward in their assortments and messaging for the rest of the year.