Americans are expected to spend a record $13.5 billion on Halloween this year, according to data from the National Retail Federation (NRF). While total spending is projected to rise by $400 million compared to 2025, a survey from WalletHub indicates that two-thirds of U.S. consumers believe the holiday has become too expensive. The average individual is expected to spend $114.45, a figure first reached in 2025 and up from the previous record of $108.24 set in 2023.
Industry analysts attribute the rising costs to a combination of higher transportation expenses, labor, and fuel surcharges. Cortland Hickey, general manager of Chicago Costume, told CBS News that fuel surcharges and the cost of diesel for shipping pallets and truckloads are primary drivers for price increases in the costume sector. Additionally, the NRF reported that in 2025, 79% of shoppers anticipated higher prices specifically due to tariffs, which Hickey noted are now "baked into the products."
Candy costs have also reached new highs, with consumers forecast to spend $4.1 billion on treats. The Wells Fargo Agri-Food Institute reported that chocolate prices are 8% higher than last year. According to FinanceBuzz, a 100-piece bag of assorted candy now averages $16.96, a 71% increase since 2021. Economists state that while global cocoa prices have fallen from recent record highs, candy makers are still using supplies purchased during 2025 price spikes caused by climate-related crop shortages in West Africa.
The financial impact is leading to shifts in consumer behavior. The NRF reported that 49% of shoppers began their holiday purchases in September or earlier to spread out costs and secure items before they sold out. While discount stores remain the most popular shopping destination for 42% of consumers, online shopping for Halloween items saw a decline from 31% in 2025 to 27% this year. Shoppers are also increasingly looking for budget-conscious alternatives, such as purchasing individual props and makeup instead of prepackaged costumes.
Consumer analysts, including Phil Lempert of the Lempert Report, expect these price trends to persist. Lempert projected that costs related to fuel and climate-affected commodities will continue to rise through 2027 and potentially 2028. While some companies, such as Hershey's, have pledged to revert to original recipes for certain products by 2027 following criticism over ingredient changes, shoppers will continue to face elevated prices for the immediate holiday seasons. Purchases for children's costumes are expected to total $1.4 billion this year, while adult costumes are projected to reach $2 billion.