Key takeaways

Americans are projected to dish out $11.6 billion on Halloween this year – 5% less than 2023

️ Halloween shoppers plan to spend an average of $103.63, about $4.62 less than last year’s record of $108.24

‍ More than half of celebrants (57%) are considering do-it-yourself (DIY) costumes and secondhand décor to save money

 The price of candy is up just 1.4% (August 2024 vs 2023), though it’s still 22.9% higher than it was in 2021

With “Summerween” going viral on social media, retailers are betting that shoppers will treat themselves to 12-foot skeletons and pumpkin décor, even as 47% of Americans say they have less disposable income to spend on non-essentials. After years of rising Halloween spending, consumers may be getting spooked by creeping prices: Americans are projected to dish out $11.6 billion on Halloween goods – a 5% decrease from last year’s record setting $12.2 billion.¹

Consumers are projected to spend $3.5 billion on candy, $3.8 billion on decorations, $3.8 billion on costumes, and $500 million on greeting cards.¹

Summerween drives more treats

Spooky season has expanded far beyond the last week of October, with 47% of shoppers beginning their Halloween spending before October 1st, and the number of early shoppers is up 37% from five years ago.

This season, Halloween shopping on Amazon began ramping up in earnest in early August – a week earlier than last year and 6 weeks earlier than in 2019.²

Big-box retailers are also launching seasonal collections earlier than ever, too: Over the past two years, Home Depot started selling Halloween goods online beginning in April. Similarly, Costco began testing Halloween merchandise as soon as March in some stores, while Michaels Halloween décor hit the shelves in June – the earliest release for the retailer to date.³

Research from the National Retail Federation shows the trend is primarily driven by Zillennials – a cohort born between the early 1990s and the early 2000s.⁴ Some 56% of shoppers aged 25-34 plan to kick off their shopping before October, with half of this segment sharing they’ll do so because Halloween is their favorite holiday.¹

The increased interest in spooky season parallels pumpkin spice season, which kicked off on August 1st and brings in $500 million annually from pumpkin-related food to trash bags.

Spending patterns look frightfully different

But it’s not just Zillennials’ 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.

Back-to-school deals now come in early July, holiday shopping is no longer reserved for just December, and this year Amazon increased its Prime Day sale to a thrice-annual event.⁵ Shoppers need not wait for Black Friday to score deals, with only 24% planning to hold off on their purchases compared to 34% in 2022.⁶

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

Halloween shoppers plan to spend an average of $103.63, about $4.62 less than last year’s record of $108.24.¹ While inflation is falling, prices remain high, and Americans are taking measures to dress up their spending:⁷

• More than half of Americans are trying to stretch their dollars this year by DIY-ing their own costumes and buying second-hand décor.⁸
• Last year, one-third of U.S. consumers turned to value or store brands when buying candy for trick-or-treaters.⁹
• Instacart is offering new customers in areas with the highest Scare Score – a rating of local community Halloween spirit determined by analyzing candy, costume, and décor purchases via Instacart – a special discount from October 28th – 31st.¹⁰

Candy prices have increased 1.4% since 2023 (but 22.9% since 2021); and while cakes, cupcakes, and cookie prices remain roughly the same, they’ve also risen 22.5% in the past three years.¹¹