Key takeaways

🎃 Americans are projected to dish out $13.1 billion on Halloween this year – 13% more than 2024

🛍️ Halloween shoppers plan to spend an average of $296, with Millennials and Gen Z leading the charge

🧟‍ To save money, Americans are recycling costumes (22%), DIY-ing their own (20%), or shopping at thrift stores (22%)

🍬 The price of candy is up 8% (August 2025 vs 2024) this season, near 20% higher than it was three years ago

Halloween spending is predicted to reach a new record this year, even as more than half of Americans say financial stress is weighing on their budgets.

Spooky season is creeping in with record spending. Retailers are betting shoppers will still splurge on 12-foot skeletons and pumpkin décor, even as more than half of Americans say they’re feeling financial stress. After years of steady growth, Halloween is expected to reach a new high in 2025, with consumers projected to spend $13.1 billion — up 13% from last year’s $11.6 billion.¹

Summerween drives more treats

Spooky season has expanded far beyond the last week of October, with 49% of shoppers beginning their Halloween spending before October 1, and the number of early shoppers is up 40% from five years ago.²

This year, Summerween came even earlier at Michaels with searches for the term increasing 2,889% from June 2024.³ The retailer launched two of its five Halloween collections in mid-June — its earliest release to date — with additional collections following later in the summer. Walmart joined in soon after, rolling out “Summer Frights” sections in about 1,000 stores by late June, with $1–$10 décor already trending on social media.⁴

Skelly standoff

The biggest fright fight is the Skelly standoff. Home Depot’s viral 12-foot skeleton — Skelly — is back at $299, while Lowe’s is countering with its own towering 20-foot inflatable skeleton for $269.⁵ The duel between the DIY giants has become the centerpiece of an oversized décor arms race, with both retailers banking on shoppers’ appetite for bigger, bolder displays.

Still, the season isn’t immune to economic pressures. Tariffs threaten to drive up costs, and according to Empower research, more than half (52%) of Americans say they’re cutting back on Halloween spending overall due to inflation.⁶ Yet despite tighter budgets and higher price tags, Empower research finds 51% still call Halloween one of their favorite holidays — and nearly six in ten (57%) say the memories they make with friends and family on October 31 are priceless.

Young shoppers spend big on spooky

Research from Empower shows the average American plans to spend $296 on Halloween this year — but Millennials and Gen Z are shelling out nearly double, at $522 and $435 respectively. Overspending is also most common among these groups, with 53% of Millennials and 47% of Gen Z admitting they blow past their budget each year.

For younger shoppers, though, early Halloween spending isn’t about impulse buys. Many 18- to 24-year-olds say they shop early because fall and Halloween are their favorite time of year. They’re more likely than other shoppers to plan ahead — whether to avoid the stress of last-minute shopping or to secure the right costumes and décor.⁷

Spending patterns look frightfully different

But it’s not just younger Americans’ love for all things fall transforming August to ‘Augtober’ and September to ‘Halloween Eve’. The rise of Summerween also points to a broader shift in both consumer behavior and traditional promotional cycles.

Pumpkin spice season now begins as early as August 1, with the average American spending $32 a month on pumpkin-flavored products, according to Empower research. Back-to-school deals now come in early July and holiday shopping is no longer reserved for just December. Throwing the traditional retail calendar out the window could be seen as a win for consumers, giving them more time to find the best deals and spread out their purchases.

Boo for your buck

Empower research reveals Americans plan to spend an average of $296 this Halloween, including:

• Candy: $58
• Children’s costume(s): $56
• Adult costume(s): $46
• Pet costume(s): $33
• Home and yard decorations: $52
• Parties and entertainment: $51

While inflation has cooled from its pandemic peaks, prices remain elevated — the Consumer Price Index rose 2.9% year-over-year in August, with core inflation still running at 3.1%.⁸ Americans are taking creative measures to dress up their spending:

• Americans are trying to stretch their dollars this year by reusing or recycling costumes from past years (22%), DIY-ing their own costumes (20%), or shopping at thrift stores for Halloween looks (22%)
• One in five stock up on Halloween candy before October to spread out the cost
• 38% hunt for sales, coupons, or bulk deals

Candy prices have increased 8% since 2024 —and  20% over the past three years — while cakes, cupcakes, and cookie prices are up 3% year-over-year.⁹