With Halloween just around the corner, spending for the holiday is expected to reach a record $13.1 billion this year, according to the National Retail Federation’s annual consumer survey. That estimate is up from $11.6 billion last year and exceeds the previous $12.2 billion record set in 2023, the NRF said.

According to the report, most Halloween shoppers (79%) anticipate prices will be higher this year “specifically because of tariffs.” Yet, nearly three-quarters of consumers (73%) plan to celebrate the holiday. Top holiday activities include handing out candy (66%), dressing up in costume (51%) and decorating their home or yard (51%).

Candy continues to be the most popular purchase the NRF reported, with total spending expected to reach $3.9 billion. Across other categories, 71% plan to purchase costumes and spending is expected to reach $4.3 billion. Another 78% plan to purchase decorations, up from 75% last year, and will spend an estimated $4.2 billion in total.

Discount stores (42%) remain the top destination to buy Halloween items. Discount stores saw a five-percentage point increase in shoppers this year, up from 37% in 2024.

“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”

Last month, the Hershey Company rolled out its lineup of seasonal treats for Halloween, with new items including Twizzler Ghosts and Hershey’s Nuggets Pumpkin Spice Latte.

In May, Mars released its “Halfway to Halloween” campaign by unveiling its 2025 holiday candy lineup alongside the second annual Mars Tricks, Treats and Trends report.