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U.S. Halloween consumer and tourism trends

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2026-09-25 01:42 UTC → 2026-09-25 06:24 UTC · added ~~removed~~

The 2026 Halloween season in the United States is characterized by significant consumer spending and a rise in seasonal tourism. Projections from the National Retail Federation suggest spending will reach a record $13.5 billion, a 3.82% increase over last year’s $13.1 billion, though the figure is not adjusted for inflation. Key spending categories include $4.4 billion for costumes, $4.3 billion for decorations, and $4.1 billion for candy. Consumer behavior shows an increasing focus on budget management and early preparation. Approximately 49% of shoppers intend to begin purchases in September or earlier to spread out costs. Drivers for this early shopping include declining autumn temperatures, with 23% of early shoppers citing budget management and 21% focusing on seeking affordable pricing and promotions. To maximize value, 31% plan to compare prices, 26% will seek coupons, and 34% intend to purchase items that can be reused or repurposed. Artificial intelligence is increasingly influencing the season. Companies such as Mars are utilizing AI to manage supply chain complexities, while retailers like Walmart use it to optimize inventory levels. On the consumer side, 47% of shoppers are using AI tools to assist with holiday preparations, primarily for brainstorming costume and decoration ideas and requesting product recommendations. Recent data indicates a significant demographic shift, as participation in Halloween celebrations has moved toward adults. Over 70% of adults now celebrate the holiday, with the 18-to-34 age demographic being the most active participants and the largest spenders, particularly regarding costumes. Modern celebrations have evolved from traditional trick-or-treating toward social activities such as parties and bar hopping, making alcohol a significant component of the holiday economy. In addition to retail trends, there is a notable interest in paranormal tourism. In the Midwest, regional attractions such as Ringler’s House on Haunted Hill, Molitor’s Haunted Acres, and Harvest of Horror are preparing for seasonal openings. Nationally, the History and Hauntings of Salem Guided Walking Tour in Salem, Massachusetts, remains a top destination with a Ghost Experience Score of 93.75.

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