Halloween spending in the US is expected to hit a record US$13.5 billion this year, but shoppers are still watching their budgets. For retailers, the opportunity lies in making the holiday feel worth spending on, with reusable products that last beyond the big day just as important as competitive prices.

That opportunity is opening up well before the big day. According to the National Retail Federation, the percentage of consumers shopping before October has grown from 34 per cent in 2016, highlighting how Halloween has expanded from a single-day event into an extended shopping season. Already, major retailers including The Home Depot, Michaels and Spirit Halloween have launched their Halloween promotions, while Victoria’s Secret launched a “Summerween”-themed apparel and beauty collection in early August.

The longer season does not mean shoppers are spending much more individually. Average spending is expected to reach US$115.14 per person, in line with US$114.45 in 2025. “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” said NRF VP of industry and consumer insights Allison Zeller.

For retailers, winning a share of that spending means understanding both how customers find inspiration and what persuades them to buy.

An NRF survey offers some clues about what shoppers will do if prices are higher than expected. Nearly one-third (31 per cent) said they would compare prices, while 26 per cent said they would look for coupons or sales.

Another 34 per cent of shoppers said they would seek out items they can reuse in future years or repurpose for other occasions or settings to maximise value.

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