What Are Halloween Shoppers Spending the Most Money On?
Recent research on the percentage of Americans celebrating Halloween and how they mark the occasion suggests that October 31 has evolved from a single night of merrymaking into a full-season celebration. This has brought with it a surge in consumer spending on popular Halloween items such as costumes, decorations, candy, and more.
With total Halloween spending in the United States reaching $11.6 billion in 2024, understanding which Halloween categories shoppers are spending the most money on offers valuable insights for businesses and marketers.
What are Halloween shoppers spending the most money on: total expenditure
|
Halloween category |
Total expenditure |
|
Costumes |
$3.8 billion |
|
Decorations |
$3.8 billion |
|
Candy |
$3.5 billion |
|
Greeting cards |
$500 million |
Halloween statistics from the National Retail Federation reveal that costumes and decorations were the top categories for consumer spending in 2024. Each racked up an impressive $3.8 billion in sales. These categories have led Halloween expenditures for years, reflecting a continued enthusiasm for dressing up and decking out homes and yards for the season.
Despite the high spending on costumes and decorations, candy remains the most popular Halloween item in terms of purchase rates. Halloween candy sales statistics show that as many as 95% of celebrants bought candy this year, compared to 75% who purchased decorations and 67% who bought costumes. This widespread popularity makes candy an essential Halloween item, although the total expenditure on candy ($3.5 billion) was slightly lower than that on costumes and decorations.
Greeting cards, while less prominent, still accounted for $500 million in Halloween spending as many people continue to use cards to send seasonal greetings and well-wishes.
What are Halloween shoppers spending the most money on: per-person expenditure
|
Halloween category |
Per-person expenditure |
|
Costumes |
$33.92 |
|
Decorations |
$33.57 |
|
Candy |
$31.69 |
|
Greeting cards |
$4.45 |
Data on per-person expenditure reveals a more detailed picture of consumer preferences across Halloween categories. On average, Americans spent $103.63 per person on Halloween in 2024. Costumes ranked as the top per-person expense, with celebrants spending an average of $33.92 on them. Decorations followed closely, at $33.57 per person.
Candy, the most frequently purchased item, came in slightly lower for per-person spending, with an average of $31.69 per shopper. This figure indicates that although nearly all celebrants bought candy, they generally spent less on candy than on higher-cost categories like costumes and decorations. Greeting cards accounted for the smallest per-person expenditure, with an average of $4.45 per consumer.