Shoppers are approaching the holiday “with affordability in mind,” and looking for ways to maximize value, according to a new report.

Though Halloween shoppers expect to spend more than in 2025 and 2024, more consumers are snapping up their holiday items earlier. While some shoppers are enticed by early deals, others are spooked by high prices.

Nearly half (49%) of consumers surveyed said they planned to start shopping for Halloween in September or earlier. Among the early shoppers, 23% said they bought their Halloween purchases early to stretch their budgets, and a fifth (21%) said they wanted to take advantage of affordable prices and promotions.

“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” Allison Zellerm NRF’s vice president of industry and consumer insights, said in a statement. “For more than two decades, NRF’s Halloween survey has tracked how consumers celebrate the holiday, and this year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season.”

AI is becoming “increasingly common” in shopping, Phil Rist, Prosper executive vice president of strategy, said. Top uses for AI during this Halloween season include brainstorming and coming up with ideas (34%) or asking for recommendations or ideas during product research (32%).

“As consumers prepare for Halloween, many are using these tools to brainstorm costumes and decorating themes, explore production options and find inspiration that help bring their celebrations to life,” Rist said.

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