NRF: Consumers Prep for Halloween Earlier Than Ever
Plus, consumer spending on Halloween is expected to reach $13.5 billion this year.
Sep 23, 2026 | 2 min read
Consumers are planning farther ahead for Halloween than in years past, according to research from the National Retail Federation (NRF).
“Last year, nearly half (49%) of consumers began shopping for Halloween before October, a number that had risen from just 34% 10 years prior. But many consumers shop even earlier, with one-quarter of consumers saying they had already purchased Halloween items such as decorations, costumes, candy or greeting cards as of early August. These shoppers are planning parties, decorating their homes and enjoying fall festivities long before October 31, as what was once a single-day event continues its evolution into a season of celebration,” NRF wrote.
Research found that adult costumes and candy are the most-purchased items early in the season.
Weather also plays a big role in how early regions of the country begin prepping for the holiday: 42% of consumers who celebrate say they are inspired by fall weather to start shopping for Halloween. Consumers living in areas that experience earlier fall weather such as the Midwest and Northeast are more likely to say it's their inspiration to begin Halloween shopping. The mountain region, including warmer states like Arizona and New Mexico, are among the least likely to list this as their inspiration to start shopping for Halloween.
NRF also noted that consumer spending on Halloween is expected to reach $13.5 billion this year, with 74% of surveyors planning to celebrate this year. The figure “maintains the strong spending level of last year’s record $13.1 billion and reflects consumers’ continued enthusiasm for the holiday.”
Candy remains the most popular purchase, with 96% of consumers planning to buy sweets, accounting for $4.1 billion in spending.
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