Over half of Americans (57%) say rising chocolate prices are changing how much they dish out for candy. A third consider Halloween one of the costliest times of the year, and Americans plan to spend an average of $296 between costumes, decor and entertainment in 2025, while Millennials and Gen Z plan to spend almost double ($522, $435 respectively). Yet despite the price tag, 51% say Halloween is one of their favorite holidays, and nearly six in ten (57%) say the memories they make with friends and family on October 31st are priceless.

Key Takeaways

• Candy crush: 57% of Americans say the rising price of chocolate is changing how much they spend on Halloween candy. More than a third (35%) say candy is more expensive this year (46% Boomers).
• Spooky spending: The average American plans to spend $296 on Halloween this year—but Millennials and Gen Z are spending double ($522 and $435 respectively) while Gen X and Boomers will spend the least ($325 and $89, respectively).
• Trick-or-Treat tradeoffs: More than half (52%) are cutting back on Halloween spending overall due to inflation, though 39% say they overspend each year, with Millennials (52%) and Gen Z (48%) most likely surpass their budgets.
• Phantom pressures: Half agree parents today feel pressured to spend more on Halloween than past generations (54%). Almost a third (31%) say they end up spending more when they see friends or family doing so, even if it’s beyond their means (53% Gen Z, 50% Millennials).
• Fido frights: 23% of Gen Z and Millennials will buy costumes for their pets, even if it costs extra (18% overall); Americans plan to spend an average of $33 on Halloween costumes for their pets.
• Unmasking AI: A quarter (24%) of younger generations will use AI to find the best deals on candy, costumes or decorations. Gen Z and Millennials will use it to generate costume ideas (25%). More than 1 in 5 Millennials will use it to help plan fall or Halloween themed-travel (21%).
• Happy Halloween: Despite the costs, 51% say Halloween is one of their favorite holidays, and 57% say the memories made are priceless.

Spooky spending

Five in 10 are cutting back on Halloween spending overall due to inflation (52%), though 39% of Americans say they overspend each year, highest among Millennials (52%) and Gen Z (48%). More than half of Americans (54%) believe parents today feel pressured to spend more on Halloween than past generations. Almost a third (31%) say they end up spending more when they see friends or family doing so, even if it’s beyond their means (53% Gen Z, 50% Millennials).

Overall, Americans expect to spend an average of $296 this Halloween, including:

• Candy: $58
• Children’s costume(s): $56
• Adult costume(s): $46
• Pet costume(s): $33
• Home and yard decorations: $52
• Parties and entertainment: $51

Millennials and Gen Z will spend the most ($522 and $435 respectively), while Gen X and Boomers will spend the least ($325 and $89, respectively). Most shoppers will start looking for Halloween items in September (39%) and October (43%), despite the rise of retailers offering “Summerween.”¹ Though, close to 1 in 5 Millennials start shopping for Halloween in August (16%). Two in 5 (40%) say they look forward to Halloween shopping more than shopping for other holidays (61% Millennials, 56% Gen Z).