Don’t think for a minute that dressing up for Halloween is child’s play.
According to the Halloween & Costume Association, there has been a steady increase in participation from adults since 2020, showing a resurgence and growing popularity post-COVID-19, according to new data from Prosper Insights & Analytics. The findings show that 51 percent of adults who celebrate Halloween plan to dress in costume this year, with 32 percent dressing their pets in costume.
Some 46 percent of adult Halloween costume wearers plan to throw or attend a Halloween party, while 54 percent plan to decorate their homes or yards. Halloween shopping starts early and 45 percent of these adults who dress up start purchasing costumes in September, and 36 percent shop during the first two weeks of October, according to HCA’s survey.
These fun-loving adults plan to spend an average of $60.30 on costumes, $55.56 on decorations and $39.95 on candy, reflecting the continued enthusiasm for dressing up and creating festive experiences. Specialty Halloween/costume stores remain popular, with 46 percent of these adults planning to shop there, while 40 percent shop online, the findings show.
Millennials (39.5 percent) and Gen Z (26.7 percent) are most likely to dress in costumes. Adults in households with children under 18 show high engagement, with more than 36 percent planning to take children trick-or-treating. Adults across income levels participate, with those in households earning $50,000 to $99,999 representing the largest share of costume wearers, according to the data.
HCA’s analysis of data from Prosper and the National Retail Federation shows that those who dress in costumes are an interesting group of humans not just on Halloween, but in their day-to-day lives. As a group, they are more likely to be open to new experiences, more extroverted and enthusiastic, are more confident in the economy and are more likely to be impulsive with a “Live for Today” mindset.
“The data shows that Halloween is a holiday that brings out the creativity and community spirit of adults, not just children,” said Michele Boylstein, HCA’s executive director. “From dressing up and decorating to attending parties and celebrating with pets, adults are embracing every aspect of Halloween. The steady increase in participation since 2020 shows that Halloween is stronger than ever.”
HCA is the industry source for Halloween, with cumulative sales of $4.3 billion. Proper provides monthly insights on U.S. consumers’ spending intentions, emotional states, financial well-being and retail behaviors. Prosper and the NRF have provided Halloween insights for more than 20 years.
Separately, NRF reported earlier this month that Halloween spending is expected to reach a record $13.1 billion this year, according to its annual consumer survey conducted by Prosper Insights & Analytics. That figure is up from $11.6 billion last year, and exceeds the previous $12.2 billion record set in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF vice president of Industry and consumer insights Katherine Cullen said. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
Most Halloween shoppers — 79 percent — anticipate prices will be higher this year specifically due to tariffs. Despite these reservations, 73 percent plan to celebrate the holiday, in line with last year’s 72 percent, according to NRF.
Candy continues to be the most popular purchase, with total spending expected to reach $3.9 billion. Across other categories, 71 percent intend to buy costumes and spending is expected to hit $4.3 billion. Another 78 percent plan to purchase decorations, up from 75 percent last year, and will spend an estimated $4.2 billion in total. And 38 percent intend to buy greeting cards, an increase from 2024’s 33 percent, with total spending estimated at $0.7 billion.
Per-person spending has reached a record high of $114.45, nearly $11 more than last year, and up from the previous record of $108.24 in 2023, NRF said.
Discount stores (42 percent) remain the top destination to buy Halloween items, followed by specialty Halloween/costume stores (31 percent) and online (31 percent). Discount stores saw a five percentage point increase in shoppers this year, up from 37 percent in 2024.
Consumers are expected to spend $2 billion on costumes for adults. Among this group, 5.6 million plan on dressing up as a witch, 2.7 million as a vampire, 1.6 million as a pirate, 1.6 million as a cat, and 1.6 million as Batman, according to NRF.
Popular costumes for pets include a pumpkin (9.8 percent), a hot dog (5.4 percent), a bumblebee (4 percent, a ghost (3.1 percent) and a superhero (3.1 percent), NRF said.