Halloween shopping begins earlier as Kentucky retailers stock shelves for spooky season

Halloween shopping is increasingly becoming part of the broader fall shopping season, with Kentucky retailers already stocking shelves with pumpkins, candy, costumes and spooky decorations as consumers begin preparing weeks ahead of Oct. 31.

National Retail Federation data shows Halloween spending is expected to reach $13.5 billion nationwide in 2026, maintaining the strong spending level of last year’s record $13.1 billion. About 74% of consumers plan to celebrate Halloween, up from 68% in 2019.

Nearly half of consumers — 49% — say they plan to begin Halloween shopping in September or earlier, compared with 34% in 2016. The trend reflects how Halloween has evolved from a single-day celebration into a broader fall season for consumers.

“Consumers are increasingly treating Halloween as a season rather than simply a single day on the calendar,” said Kentucky Retail Federation President Tod Griffin. “Kentucky retailers are prepared to meet that demand, whether shoppers are looking for a costume, candy for trick-or-treaters, decorations for the home or supplies for a Halloween gathering.”

Consumers are expected to spend an average of $115.14 per person on Halloween this year, roughly in line with the $114.45 average in 2025. Candy remains the most popular purchase, with 96% of shoppers planning to buy sweets. Decorations are planned by 78% of consumers, while 71% expect to purchase costumes.

Discount stores remain the most popular destination for Halloween purchases, followed by specialty Halloween and costume stores and online retailers. Interest in local and small businesses also has grown, with 13% of consumers planning to make Halloween purchases at those stores — nearly double the share reported a decade ago.

Early shopping is driven by both enthusiasm for the season and consumers’ efforts to manage their budgets. Among those shopping early, 42% say they do so because they look forward to fall, while 23% say they want to spread out their spending and 21% are motivated by prices or promotions.

“The changing weather is part of what makes Halloween feel like the beginning of the fall season for many families,” Griffin said. “As soon as people start thinking about cooler temperatures, football, fall gatherings and changing leaves, Halloween merchandise becomes part of that experience.”

Consumers also are taking steps to stretch their Halloween dollars. If they encounter higher-than-expected prices, 31% say they will comparison shop and 26% say they will look for coupons or sales. Another 34% plan to seek out items that can be reused in future years or repurposed for other occasions.

Costumes remain a significant part of Halloween spending, with consumers expected to spend $4.4 billion on costumes overall, including $1.5 billion on children’s costumes and $2 billion on adult costumes. Pet costumes are expected to account for another $920 million in spending. Popular children’s costumes include comic book characters and princesses. Adults favor classic Halloween characters such as witches and vampires.

At the same time, consumers continue to be conscious of broader economic pressures. In an early August survey, 54% said inflation was negatively affecting their view of the economy, while 40% cited tariffs. Forty-three percent said they had focused more on needs than wants during the previous six months, and 40% said they had become more practical in their purchases.

“Retailers understand that families are balancing celebrations with everyday expenses,” Griffin said. “They’re offering a wide range of price points and products so consumers can decide how they want to celebrate and stay within their budgets.”