Halloween 2026 Spending and Costume Trends Shift

American consumers are preparing to spend an average of $115.14 on Halloween this year, according to the National Retail Federation. This figure includes costumes, which remain a primary expense for households planning for the October 31 holiday. The data indicates a specific shift in purchasing behavior, with shoppers favoring established pop culture franchises and coordinated family looks over individual novelty items.

Spider-Man retains the top position among children's costume choices for the third consecutive year. The NRF estimates that 4.6 million children will dress as the character this year. An additional 2.3 million children plan to wear other superhero costumes, making the broader superhero category the second most popular choice for kids. For adults, Spider-Man also appears in the top 10 list. The release of "Spider-Man: Brand New Day" in July 2026 has contributed to sustained interest in the character.

The masked killer Ghostface from the "Scream" franchise continues to draw both children and adults. Sales associate Isaac Zamora at Spirit Halloween in Palatka, Florida, noted that the mask has its own dedicated section in the store. "It's all Ghostface," Zamora said regarding adult selections. Julia Martinez, a local resident, explained that her family enjoys horror franchises. Her 12-year-old son, Julian Rizo, dressed as Ghostface last year and is currently browsing masks for a custom look this year.

Netflix's animated film "KPop Demon Hunters" has emerged as a major driver of sales among young girls. The character costumes rank eighth on the NRF list, rising from ninth place last year. Amethyst Sandelier, a sales associate at Midnight Halloween in Ocala, reported that the costume is the most popular item she has noticed. She specified that it appeals most to girls ages 6 to 8. Dian Austin, an assistant manager at Spirit Halloween in Ocala, observed increased interest in the theme this year, noting that many young customers are obsessed with the characters Rumi, Zoey, and Mira.

Family coordination is another visible trend this season. The release of "Toy Story 5" in June 2026 has fueled sales of group outfits. Austin stated that she was surprised by the high volume of adult customers purchasing the themed wear. "This year people bought the crap out of our Toy Story costumes," Austin said. Dina Cherise Smith-Glaviana, a fashion researcher at Virginia Tech, explained that these choices often reflect a shared family identity rather than individual preference.

Budget constraints continue to influence how shoppers assemble their outfits. Many consumers are skipping full packaged costumes in favor of creating their own looks using existing wardrobe items and store-bought accessories. Sandelier noted that a majority of customers entering her store in Ocala are looking for specific parts rather than complete ensembles. She mentioned using a Goodwill dress, cardboard, and fabric to create a "Silent Hill" nurse costume for her own social media content. Smith-Glaviana added that making a costume allows individuals to showcase creative skills and take pride in their work.

The NRF survey indicates that these trends are consistent with national data, mirroring the choices seen in North Central Florida stores. Shoppers cite nostalgia, movie releases, and the desire for personal expression as key factors in their decisions. The data from the 2026 consumer survey provides a clear picture of how pop culture and economic factors shape Halloween spending habits for the coming days.