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This year, it’s not just ghosts haunting households—it’s economic uncertainty and the rising cost of almost everything. Even so, 78% of US adults still plan to celebrate Halloween with gusto, whether by carving pumpkins, attending a party or opening their doors to trick-or-treaters with organic lollipops.
Amid macroeconomic fatigue and spending restraint, Halloween has emerged as kind of a litmus test for how people prioritize joy even when money’s tight. What they’re doing is not pulling back entirely. They’re strategizing and bargain-hunting, but they’re still spending on what they deem a valuable experience. In other words, they’re treating Halloween like a miniature version of the winter holiday season—another chapter in the story of calculated indulgence.
Halloween gets earlier—and smarter
According to PwC’s Halloween 2025 survey, 35% of consumers plan to spend less than they did last year. But 23% still plan to spend more, and the average celebrant expects to shell out about $289. This isn’t mass withdrawal. It’s measured participation.
More than a third (34%) of consumers spent at least half of their Halloween budget before the time of the survey, while 16% were shopping as early as July or August. This could reflect the “Summerween” trend on social media and accompanying in-store promotions, or it may signal broader retail and economic pressures. Twenty-eight percent are shopping earlier due to inventory and price concerns. What was once a last-minute Halloween binge is now a managed, early-season investment.
Halloween’s top spenders are parents
Parents are the Halloween power spenders—shelling out an average of $445, more than double the $193 spent by non-parents. That gap shows up across every category, from decorations to food, drinks and event tickets. Costumes are in the mix too, of course, with survey respondents expecting Spiderman and Bluey to be the most popular kids’ choices this year, closely followed by Superman and K-Pop Demon Hunters. Pets are expected to be dressed up like pumpkins, hot dogs, ghosts, bees and lions.
For many celebrants, Halloween is a full-season ritual. They’re visiting pumpkin patches, attending parades and making sure their costumes fit. They aren’t just buying stuff. They’re buying memories, often on a preemptive timeline.
The health and wellness vibe is here to stay
There’s a subtle but significant trend creeping into Halloween baskets—health-consciousness. The “Make America Healthy Again” (MAHA) mindset is influencing how consumers approach the holiday, especially when it comes to treats. According to the survey, 14% of Gen Z and 13% of parents say they’re opting to hand out healthier or non-candy options this year.
This reflects broader cultural shifts. Health and wellness aren’t being suspended for the season. They’re being reimagined in festive packaging. Think organic fruit leather in ghost shapes, allergen-free mini cookies, and trick-or-treat stations that hand out LED bracelets or pencils.
Gen Z and millennials: Halloween’s culture makers
Gen Z and millennials are the cultural powerhouses of Halloween—just check social media. They’re not just buying for the season, they’re living it. They’re more likely to attend parties, visit attractions and go-trick-or-treating with their young children (and then post photos or videos sharing their fun times).
They’re digital-first but not digital-only. Seventy percent of Gen Z plan to shop online for Halloween, but they’re also embracing specialized in-store retail experiences (such as seasonal pop-ups and local shops). They might be getting inspiration online for decor and costumes, but they’re purchasing in a variety of locations as well as embracing the convenience of online platforms with fast delivery. They’re leading the trend toward an earlier jump on shopping, as well, with two-thirds beginning their Halloween prep as early as July.
They’re also responsive to marketing. “Summerween” promotions reached 11% of Gen Z and millennials, a stark contrast to the 1% of baby boomers who said the same. All in all, millennials are poised to spend $447 on average; Gen Z, $328. Both groups are twice as likely as baby boomers to say they plan to spend more this year.
A holiday of intentional indulgence
Halloween is emerging as one of the year’s sanctioned extravagances, like a cultural permission slip to go bigger, louder, more elaborate. It’s fun and social—both IRL and on screens. And for many consumers, especially Gen Z and millennials, it now occupies the same mental category as a concert ticket or a long weekend away. It’s a fleeting experience that justifies the splurge because it promises connection and memories.
What today’s consumer really wants is a return on celebration. They’re directing time, energy and money toward the aspects of Halloween that feel most rewarding: an outfit designed for maximum impact across social media feeds, a party that becomes a story or decor that transforms the room into something cinematic. The thinking is less about thrift than resonance. Will this choice leave an impression that lasts beyond the sugar rush?
For executives, the lesson is clear. Halloween’s seasonal headline is about a new era of emotional economics, one in which people don’t simply spend money. They allocate resources toward experiences that feel like investments in their own personal narrative. Consumers aren’t carelessly spending money. They’re carefully investing in joy.
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