How consumers are celebrating the spooky season
With Halloween preparations well under way, I’ve been curious to delve into the holiday survey reports filling up my inbox. 2025 is expected to be a record-breaking year with a spending of $13.1 billion, up from $11.6 billion in 2024, and exceeding the 2023 record of $12.2 billion.
According to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics, 79% of Halloween shoppers anticipate higher prices this year due to tariffs. “Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” says Katherine Cullen, VP, industry and consumer insights, NRF. Seventy-three percent say that despite the higher price tags, they still plan to celebrate.
The survey asked 8,045 consumers about their Halloween shopping plans from September 2-9. Read more.
Stealing from the stash
While some wait until the last minute to shop for Halloween, a third of consumers identify as early planners, stocking up and decorating by October 1. Many consumers put great effort into their costumes and decorations. A survey by Talker Research, conducted on behalf of CVS Pharmacy, found that 51% of respondents claim to have the best looking house on the block.
The survey found that the average American eats through their Halloween candy twice before trick-or-treaters arrive and 24% confess they’ve had to restock three times or more. Sixty-two percent of Americans consider themselves “Halloween people” with Gen Z and Millennials leading the way. While candy continues to be the top item to hand out, 40% are likely to give non-food related items to be inclusive of children with food allergies. These items include fidget toys (23%), friendship bracelets (21%) and stuffed animals (21%).
The survey was conducted between September 11-15 among 2,000 Americans. Read more.
Setting the scene for Halloween
When is the best time to start Halloween preparations? While most households start planning and celebrating in October (51%), a shocking 42% start celebrating in September. A survey report by 84.51° established that creating the right atmosphere is crucial among Halloween hosts. Eighty-eight percent decorate inside and 84% decorate outside.
Among households with kids, 81% will wear costumes, 80% will go trick-or-treating, 78% will carve pumpkins, 77% will hand out candy at home, 69% will watch scary movies or Halloween-related content and 64% will visit a pumpkin patch or orchard.
The Real Time Insights Survey was conducted in September among a sample of 400 consumers who shopped at Kroger in the last three months and claim to celebrate Halloween. Read more.
Tech to the rescue
Parents are struggling to find a balance between safety and independence. Sixty-one percent of parents with children six and over worry about their child’s safety on Halloween more than any other holidays. However, 72% say that allowing their children some independence on Halloween is important. A survey from Verizon, conducted in collaboration with Morning Consult, shows that technology is helping in these situations with 78% viewing it as a helpful tool for keeping their children safe while trick-or-treating.
Fifty-nine percent of parents using a smartphone to monitor their children plan to check in multiple times an hour and 78% plan to check in at least once an hour. Seventy-five percent of parents will use location-sharing apps and 69% will rely on wearable divides with location capabilities.
The survey was conducted between October 3-6 among a national sample of 671 U.S. parents with children six years and older that will trick-or-treat in 2025 or did in 2024. Read more.
The top treats in 2025
Unique, limited-edition treats intrigue consumers when purchasing Halloween candy and help brands stand out in the candy aisle. Research from Zappi found that 23% of consumers purchase Halloween candy as soon as it’s in stores and 12% buy it as early as September. Others say they buy it a week or two before Halloween (25%) and a majority purchase the first week of October (27%).
Among the survey's candy options, Reese’s Peanut Butter Pumpkins ranked No. 1 (42%), followed by KitKat Counts (27%), Reese’s Peanut Butter White Chocolate Ghosts (25%) and Snickers Pumpkins (25%). Reese’s Peanut Butter Pumpkins scored the highest in the best tasting category, Sour Patch Kids Monster Heads was voted the most fun and Jolly Ranchers Gummies Trickies was deemed the most unique.
Zappi polled a nationally representative sample of 360 consumers analyzing 12 candy offerings. Read more.
No pet left behind
As parents prepare their children for Halloween, they aren't forgetting about their pets. A MetLife survey found that 53% of pet parents purchased costumes and of those, one in five spent over $50 for a single outfit. Millennials led the way with 57% purchasing a Halloween costume for their pets, followed by Gen Z at 55%.
While celebrating with animals is fun, owners are taking precautions to protect them. Fifty-four percent keep pets away from the front door during trick-or-treating to avoid escapes and stress, 46% keep candy locked away, 32% avoid costumes or accessories that could be choking hazards and 29% purchase pet-safe treats.
The research was conducted by Fractl on behalf of MetLife on September 10 among 1,000 cat and dog owners. Read more.