Industry surveys show that American households are on track to increase their Halloween expenditures in 2023, with total holiday sales and average spending both set to rise. At the same time, more people are opting for financing solutions to better manage festive costs.
2023 Halloween Spending Projected to Grow for U.S. Retailers
According to a recent Deloitte survey of 1,500 Americans, households intend to spend an average of $285 each for Halloween celebrations this year. This planned outlay covers $219 on retail buys—costumes, treats, and decorations—and another $66 for experiences like parties and other special events. The data also reveals that 34% of participants are planning to spend more in 2023 compared to their 2022 budgets, underscoring how much consumers prioritize Halloween even amid economic concerns.
When breaking down planned budgets, consumers anticipate spending on average $57 for costumes and accessories, $54 for things like decorations, $48 on candy, food, and drinks, and $32 toward social activities such as dining.
Financing Options Gain Popularity as Shoppers Navigate Budgets
Roughly 70% of respondents say they feel financially equipped to support their increased Halloween spending in 2023, according to the Deloitte findings. Still, a notable share—one in five shoppers—intends to use buy now, pay later (BNPL) services or other forms of financing to afford their holiday purchases.
Consumer outlook remains divided: 58% foresee a stable or improving economy, but 42% are bracing for potential downturns. Many shoppers are also getting an early start; 56% expect to make Halloween purchases by the end of September, while 37% plan to wrap up most of their shopping before October begins.
Record-Breaking Sales in Sight for U.S. Halloween Market
The National Retail Federation expects total Halloween sales across the U.S. to reach $13.5 billion this year, up from $13.1 billion in 2022. The NRF also found that around 49% of its survey respondents were gearing up to start Halloween shopping in September or even earlier, signaling an emphasis on early holiday planning.
Looking at the broader picture, holiday retail spending from November through December could top $1 trillion, according to a Bain & Company report, representing a 4.5% year-over-year jump. Nonetheless, recent research by the Financial Health Network and University of Southern California points to lingering financial strain, with more low-income Americans missing bill payments in the past year and over 30% facing “unmanageable levels of debt.”
Retailers Roll Out Early Promotions and New Products
Retailers have responded to early shopper interest by releasing seasonal goods ahead of the traditional schedule. In April, Home Depot debuted its Halfway to Halloween collection, while Target launched a lineup featuring 70% new Halloween merchandise as early as August, striving to secure early-bird shoppers and meet demand for fresh specialty items.
What’s Next for Holiday Retail Trends?
As American consumers boost their Halloween budgets and increasingly use alternative payment options, competition among retailers to attract shoppers is ramping up ahead of the holiday season. Although a majority of households report confidence in affording their purchases, ongoing economic pressures are motivating some to explore flexible payment arrangements—suggesting robust sales potential, but also signaling that financial caution may persist through the year’s end.