Halloween Spending Trends: A Look at 2023 & Insights for 2024

A Record Year in 2023

• Total U.S. spending reached an all-time high of $12.2 billion in 2023, up from $10.6 billion in 2022 an impressive 15% annual increase.

• Household average spending grew to $108.24, surpassing the prior milestone of $102.74 in 2021.

• Breakdown of the $12.2 B spend:
  
  

• Costumes: $4.1 B

• Decorations: $3.9 B

• Candy: $3.6 B

• Greeting cards: $500 M

Key highlight: Costumes became a major driver—69% of celebrants planned to dress up, the highest recorded. Explore trending Halloween costume collection. 

Forecast for 2024: Slight Dip, Still Massive

• Projected total spending for 2024 stands at $11.6 billion, a slight 4.9% decline from 2023.

• Average household spend expected at $103.63—just below last year's record.

• Consumption categories:

• Candy: $3.5 B (vs. $3.6 B in 2023)

• Costumes & decorations: both approx. $3.8 B

What’s Driving These Numbers?

High Participation Rates: Around 72–73% of Americans plan to celebrate Halloween each year.

Earlier Shopping: Nearly 47% start shopping before October—a trend up from ~37% five years ago.

Rising Candy Costs: Candy prices rose over double-digit percentages in 2022 and 2023 due to ingredient inflation—and cocoa hit 44-year highs. Stock up on Halloween candy and treats

Even so, producers are absorbing some costs, softening the impact on consumers 

Buying Behavior & Shifts in Market

• Top shopping venues:
  
  

• Discount stores (40%)

• Specialty Halloween stores (39%)

• Online (32%)
  
  

• Costume trends:
  
  

• Adults favor witches, vampires, cats, pirates, Batman.

• Kids love superheroes, ghosts, princesses.

• Pet costumes surged to $700 M in sales—pumpkins and hot dogs lead. Check out costumes for pets

What This Means for Retailers & Brands

• Retail Opportunity: Despite a modest year-over-year dip in spending, the Halloween market remains robust—with over $11.6 B expected.

• Budget Consciousness + Traditions: Shoppers are still splurging—but pay attention to value, sales, and earlier purchases.

• Category Growth: Decorations and costumes continue to drive spending growth, surpassing candy as the top budget category. Browse: Halloween decorations for resale.

• Store Strategy: Ensure inventory is ready early, across discount, specialty, and online channels.
  
  

Quick Stats Recap

Strategic Recommendations

• Stock early, across channels – With nearly half of consumers shopping before October, retailers should align inventory and marketing accordingly.
  
  

• Value-focused promotions – Discount packaging, bundle deals, and effective price messaging will resonate amid cautious consumer sentiment.
  
  

• Costume & Decor expansion – With costume-led growth, especially in adult and pet categories, innovative products can capture greater market share.
  
  

• Candy pricing transparency – Good value and early deals can win loyalty as prices remain high.
  
  

Final Thoughts

From its modest beginnings, Halloween has become a multi-billion-dollar annual event—and despite a slight expected dip from 2023’s record, spending remains high.

Savvy retailers and brands that align with evolving consumer behavior—early purchasing, value-seeking, and clothing the entire household (including pets)—stand to benefit significantly.

Understanding these comprehensive insights empowers businesses to optimize Halloween strategies—not just for trick-or-treaters, but for long-term growth.