What you will find in the article:
- Halloween participation increased to 74% in 2026.
- Consumers are spending more on costumes, candy, and decorations.
- Families are exploring new Halloween-themed events and traditions.
- Retail experiences enhance the Halloween celebration for many families.
- Trick-or-treating and pumpkin carving have declined post-pandemic.
If it feels like Halloween is a bigger deal than it was a decade ago, it’s not just you. After the pandemic, Halloween’s popularity bounced back stronger than ever — participation jumped to 74% in 2026 from 69% 10 years ago, according to NRF’s 2026 Halloween consumer survey conducted by Prosper Insights & Analytics.
This increased popularity comes with earlier Halloween shopping and stronger spending on categories such as costumes, candy and decorations. Even as they stretch their budgets, consumers are continuing to prioritize holidays in their spending.
With more people than ever celebrating the holiday, Halloween celebrations look different than they used to, especially for families with young children. While plans to trick-or-treat and carve pumpkins made a comeback after the pandemic, they never quite reached pre-pandemic levels and have declined over the past couple of years.
Halloween-themed events grow in popularity
Many families are seeking new Halloween traditions in the events that have grown alongside Halloween's popularity. Those with young children are more likely than adults overall to plan to attend a Halloween-themed event other than a party, like a pumpkin patch, trunk-or-treat event or another community celebration.
Source: nrf.comShopping is part of the Halloween fun
Through it all, the retail experience is a core element of spooky season. Not only do consumers rely on retailers for what they need to make the holiday special, they also turn to stores as a way to celebrate.
About 34% of families with young children say they plan to celebrate the holiday by browsing Halloween store displays or themed stores.
For more on how consumers are celebrating — and shopping for — Halloween this year, check out NRF’s Halloween headquarters.
Source: nrf.com