Americans are spending more than ever on Halloween, but not throwing caution to the wind

Sure, it’s still September, but it’s never too early to start talking about Halloween.

For starters, as Retail Brew previously reported, NRF’s Halloween survey shows that Americans are expected to spend a record $13.5 billion on Halloween this year, exceeding 2025’s $13.1 billion.

That figure might seem like a contradiction to consumers’ current cautious approach to discretionary spending, but Method1’s national study of 1,200 US consumers found 45% are more permissive about indulging than they were a year ago.

Still, per NRF, 49% of shoppers will start purchasing items for the occasion in September or even before that, much like last year, with a noticeable uptick in the number of people shopping before October over the past 10 years.

For now, Halloween spending is projected to remain relatively steady this year, averaging $115.14 per person compared to $114.45 in 2025. But that doesn’t mean shoppers aren’t keeping a close eye on their budgets and being more deliberate about what they buy for the holiday.

In fact, among those who got an early start on Halloween shopping, 23% did so to spread out their spending, while 21% said attractive prices and promotions prompted them to buy sooner.

“This year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season,” Allison Zeller, VP of industry and consumer insights at the NRF, said in a statement. “Retailers understand these priorities and are offering a wide range of products across price points, making it easier for consumers to celebrate in ways that fit their budgets.”