The Halloween treat index is in — Americans plan to spend an average of $296 this year, according to Empower research. More than half (52%) are tightening budgets, even as nearly two in five say they tend to overspend. Younger generations are leaning on tech to help: One in four plan to use AI to find deals, generate costume ideas, or plan themed travel.

Here’s how the spending adds up:

🍬 Candy: $58

🧛 Children’s costume(s): $56

🧟 Adult costume(s): $46

💀 Home and yard decorations: $52

🪩 Parties and entertainment: $51

Altogether, seasonal spending is projected to reach a record $13.1 billion — a 13% jump from last year.

— The Editors 

📛 Boo-tique names: What’s in a name? For some families, quite a bit — baby-naming consultants now offer their services for up to $30,000* to help craft a name that reflects identity and aspirations. And names may be just one part of the story: 31% of Americans credit their current job, and 29% their salary, to the strength of their personal network.

🍫 Sweet scare: Chocolate is putting a bite in Halloween spending — cocoa prices have more than doubled since early 2024. Nearly three in five Americans say rising costs are changing how much they spend, with “fun-size” bags up $5 and a 48-pack of full-size bars topping $50 (a $10 jump). Non-chocolate now makes up about a third of U.S. candy sales, but Reese’s Peanut Butter Cups still rule the trick-or-treat stash.

🎃 Low-fright financing: The parent company of FICO, the credit scoring model used by about 90%* of lenders, is rolling out a new, simplified pricing structure aimed at cutting markups. The update could open doors at a time when lower costs and new scoring options may allow up to 5 million more borrowers to qualify for a mortgage.

🐈‍ Scaredy cats: Pets are considered part of the family for 94% of people who have them, and this year they’re suiting up. Spending on pet costumes this Halloween is expected to hit $860 million.* Empower research shows 23% of Gen Z and Millennials plan to dress their pets for the season, with an average spend of $33 on themed gear.

Where $2 trillion sits

A job change doesn’t make a 401(k) disappear — but it can leave one behind. More than $2 trillion* sits in left-behind accounts, making up nearly a quarter of all 401(k) assets.

Rolling funds into an IRA or a new employer plan is one option (cashing out may come with taxes or penalties). It’s also a good moment for a 401(k) check-in: Review investments, fund choices, and contribution levels to keep this benefit working behind the scenes.

Housing haunts

With average U.S. rents hitting $2,100 a month in August, solo living can be expensive. The Economist’s “Carrie Bradshaw Index” finds 41* of 100 major U.S. cities are unaffordable for solo renters. A New York studio? It’s $3,790 a month — requiring a salary of about $151,600 to stay within budget.

Renting still beats buying in over half of major metro areas. But for those ready to own — and who like it spooky — the house from “The Conjuring” hits the auction block this Halloween.* 

What’s brewing

Brands are stirring up Gen Z buzz with creative drink launches. Chick-fil-A is testing a standalone beverage concept called Daybright,* while McDonald’s and Taco Bell are tapping into the dirty soda boom — an industry that’s growing at a rate of 42%,* fueled by the Utah-based beverage chain Swig that kicked off the trend* of adding syrups, cream, and other mix-ins to soda.

Luxury brand Coach is blending fashion and flavor to build on gains with Gen Z shoppers, with plans to open about 12-15* coffee shops a year, serving pumpkin drinks and purse-shaped sweets. With 52% of Gen Z diners trying new spots based on social media buzz, some brands are banking on viral lattes to drive foot traffic and loyalty.

In case you missed it — read on

• Estate plans, minus the scares — some states tax inheritance up to 16%

• FAFSA, simplified — nearly 18 million student financial aid applications are processed each year

• 401(k) turbocharge — there’s still time for 2025 catch-ups to boost savings