2026年德勤万圣节调查一种传统的享受

2026DeIoitte

HaIIoweenSurvey

Atreatofatradition

Foratraditionallysmallerholiday,Halloweendraws

outsizedparticipation,with92%ofsurveyedhouseholdsplanningtoparticipateandfamilieswithkidsengaging

acrossmorecategories.

HaIIoweenspiritandspendingarenotrick

Halloweenhasmaterializedintoahousehold

traditionformany,with92%ofsurveyedUS

householdsplanningtoparticipateinatleastoneHalloweenactivityin2026.

Despitemixedeconomicsentiment,consumer

spendingintentionshaven'twavered,withmostretailshoppersexpectingtomatchorexceedlast

year’sHalloweenspend,budgetingforanaverageof$285perhousehold.Andmostofthese

shopperssaytheycancomfortablyaffordtheirplannedHalloweencelebrations.

Surveyedconsumersexpectmostoftheir

Halloween-relatedshoppingactivitytobe

concentratedinatightlate-summerorearly-fall

windowandskewheavilytowardin-store,everydayretailformatsratherthanspecialtyoronline

channels.However,themostenthusiastic

Halloweenshoppers—thosekickingofftheir

spendingbeforemid-August—plantospendmoreonaverageandhavethebroadestparticipation

acrossallactivitiesandretailcategories.

Toptakeaways

Anearlystartsummonsmonsterspending

Castingawidespellonhouseholds

ShoppersnotspookedtospendonHalloween

92%expectedparticipation

$285plannedhouseholdspend

Householdsplantospendanaverageof$285acrossretailcategories,events,activities,anddining($219onretailspendingand$66on

experiences).

1.7x

higherexpectedspendforearliershoppers

TheearliestHalloweenshoppersgetajumpontheirspendingbeforemid-Augustandplantospendmoreonaverageacrossallactivitiesandretailcategories.

Source:2026DeloitteHalloweenSurvey.

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.2

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.3

Mostsaythey’ll

ceIebrateHaIIoween,buthousehoIdswithkidspIantodomore

6

Halloweenactivitiesistheaveragethat

householdswithchildrenplantoparticipatein

versus4forhouseholdswithoutchildren

Notes:n=1,500;Question:“Whichofthefollowingactivitiesoractionsdoyouormembersofyourhouseholdplantodofor

Halloween2026?“

Source:2026DeloitteHalloweenSurvey.

92%ofsurveyedUShouseholdsplantoparticipateinatleastoneHalloweenactivity,withtreats,décor,andthemedentertainmentleadingtheway

TopsevenHalloweenactivities

64%

Handingouttreats

59%

Decorating

50%

WatchingHalloween-themedcontent

44%

Wearingcostumes

35%

34%

MakingHalloween-themedfoodanddrinks

Attendingeventsorattractions

25%

Takingchildrentrick-or-treating

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.4

RespondentspIantospendthisspookyseasonamidamixedeconomicoutIook

One-thirdofhouseholdsplantospendmorethanlastyear,asshoppersindicatetheycanaffordsomeHalloweenfun

$285

Averagespendacrossallhouseholds*

Spendtrendsamidmixedeconomicsentiment

$219Averageretailspendacrossallhouseholds

$66Averageexperiencespendacrossallhouseholds

58%ofrespondentsexpecttheeconomytoremainthesameorimprove,while42%expectittoweakenintheyearahead3

34%ofsurveyedretailspendinghouseholdsplantospendmoreversus2025;only11%plantospendless1

71%ofspenderssaytheycancomfortablyaffordtheirplannedHalloweencelebration4

1in5spendersplantousebuynow,paylaterorotherfinancingmethods5

Ofthoseplanningtospendmoreonretailproducts,4in10saytheyareallottingmoreofthehousehold’sbudgettoHalloweenthisyear2

2

Notes:*DeloittecalculationsonHalloweenspendbasedonannualconsumersurveyprojectionsofhouseholds(n=1,500);Questions:(1)“Comparedwithwhatyourhouseholdspentin2025,howmuchdoesyour

householdexpecttospendin2026forHalloween?”(n=1,378);(2)“YouindicatedthatyourhouseholdexpectstospendmoreonHalloween-relatedretailitemsin2026thanin2025.Whichofthefollowingdoyouexpectwillcontributetoyourhousehold’shigherretailspending?”(n=1,378);(3)“Inyourhousehold’sopinion,whatistheoveralloutlookfortheUSeconomyin2027comparedwithtoday?Wouldyousayitwilllikely…?”(n=1,500);(4)“Towhatextentdoyouagreeordisagreewiththefollowingstatements?”(percentageagree/stronglyagree)(n=1,382);(5)“Towhatextentdoyouagreeordisagreewiththefollowingstatements?”(percentage

agree/stronglyagree)(n=1,382).

Source:2026DeloitteHalloweenSurvey.

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.5

CoreHaIIoweencategoriescapturebothreachandspendingpower

Costumesanddécorhavethelargestshareofplannedspend,whilecandyreachesthebroadestsetofshoppers

$57

Costumesandaccessories

Averagespendontopcategories

$54

$48

$32

$25

Decorations

Candy,food,andbeverages

Diningandsocialoutings

Eventsandattractions

$23$22

PumpkinsandPartysuppliescarvingsupplies

Percentageshoppingthecategory

63%

67%

88%

35%

27%

63%

36%

Shareofplannedspend

20%

19%

17%

11%

9%

8%

8%

Notes:n=1,500;Question:“WhatisthebestestimateofthetotalamountyourhouseholdexpectstospendineachofthefollowingcategoriesforHalloween2026?”(excludesuncategorizedspendingonretail,experiences,orservices);Refertotheappendixforcategorydefinitions.

Source:2026DeloitteHalloweenSurvey.

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.6

OverhaIfofsurveyed

househoIdspIantostartshoppingbySeptember

56%

ofretailshoppersplantomaketheirfirst

HalloweenpurchasebytheendofSeptember1

37%

ofretailshoppersexpecttocompletemostHalloweenshoppingbeforeOct.12

versus70%ofearlyshoppers

Notes:Questions:(1)“Whendoesyourhouseholdexpecttomake itsfirstpurchaseofHalloween-relatedretailitemsforHalloween2026(includepurchasesmadeonlineorin-stores)?”(n=1,378);(2)“Towhatextentdoyouagreeordisagreewiththefollowing

statements?”(percentageagree/stronglyagree)(n=1,378).

Source:2026DeloitteHalloweenSurvey.

RespondentsplantoconcentratethemajorityofspendinginSeptemberandearlyOctober

TimingoffirstHalloweenpurchase¹

Activitypeaks

35%

32%

8%12%

7%6%

Early

August

September

Late

October

Late

August

Julyorearlier

Early

October

Early

shoppers

Mid-seasonshoppers

32%householdswithchildren

Late-seasonshoppers

12%householdswithchildren

40%householdswithchildren

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.7

EarIyshoppersareHalloween’smostengagedenthusiastsandhaveuniquebehaviors

RespondentswhostarttheirHalloweenshoppingbeforemid-Augustexpecttospend1.7xmoreonaverage,creatingopportunitiesforretailers

1.7x

higheraverageretailspendexpectedamongearly

shoppersthanothers1$476forearlyshoppers$284forothers

40%

ofearlyshoppersplantoreduceotherdiscretionaryspendingto

fundHalloween2

77%

ofearlyshopperssayshoppingdeals,reusingdécororcostumes,orDIY

letsthemspendmoreonotherHalloweenpriorities,

versus64%ofothers3

EarlyshoppersembraceHalloweenactivitiesatahigherrate4

Earlyshoppers

66%

57%

41%

18%

Lateshoppers

53%

35%

20%

6%

DecoratingWearingcostumesMakingHalloween-Hostingaparty

themedfoodanddrink

Preferredretailformatsofearlyshoppers5

Percentageof

lateshoppers

Retailformats

Percentageof

earlyshoppers

Discountordollarstores

50%

37%

SpecialtyHalloweenstores

45%

15%

Craftandhobbystores

41%

12%

Onlineore-commerceretailers

41%

9%

Notes:Questions:(1)“WhatisthebestestimateofthetotalamountyourhouseholdexpectstospendineachofthefollowingcategoriesforHalloween2026?”(n=1,378);(2)“Towhatextentdoyouagreeordisagree

withthefollowingstatements?”(percentageagree/stronglyagree)(n=184);(3)“Towhatextentdoyouagreeordisagreewiththefollowingstatements?”(percentageagree/stronglyagree)(n=184earlyshoppers;1,194others);(4)“WhichofthefollowingactivitiesoractionsdoyouormembersofyourhouseholdplantodoforHalloween2026??”(n=184earlyshoppers;164lateshoppers);(5)“Thinkingabouttheretailitemsyour

householdexpectstopurchaseforHalloween2026,atwhichofthefollowingtypesofstoresorsaleschannelswillyourhouseholdmakethesepurchases?”(n=184earlyshoppers;164lateshoppers).

Source:2026DeloitteHalloweenSurvey.

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.8

RespondentsaredrivenbydeaIswhenchoosingwheretoshop

67%

ofplannedHalloweenspendingisexpectedtooccurinstoreversus33%online1

Topfivepurchasedrivers2

1Priceoraffordability

2Overallvalueforthemoney

3Sales,discounts,orpromotions

4Qualityordurability

5Productavailability

Notes:n=1,378forallquestions;Questions:(1)“Thinkingabout

theretailitemsyourhouseholdexpectstospendon,

approximatelywhatpercentageofthatspendingwilloccuronlineversusin-storeorinperson?”;(2)“WhendecidingwhichHalloweenproductstopurchase,whichfactorsaremostimportanttoyour

household?“;(3)Thinkingabouttheretailitemsyourhousehold

expectstopurchaseforHalloween2026,atwhichofthefollowingtypesofstoresorsaleschannelswillyourhouseholdmakethesepurchases?”;(4)“WheredoesyourhouseholdanticipatespendingthemostmoneyonHalloweenretailpurchasesthisyear?”

Source:2026DeloitteHalloweenSurvey.

EverydayretailformatsformthecoreoftheHalloweenshoppingjourney,withthemajorityofHalloweenpurchasesexpectedtooccurin-store

WherehouseholdsplantomakeHalloweenpurchases3

55%

GrocerystoresBig-boxstores

Discountordollarstores SpecialtyHalloweenstoresPumpkinpatchesorfarmstands

E-commerceretailersormarketplaces CraftandhobbystoresWarehousemembershipclubsHomeimprovementstores

Resale,consignment,orthriftstoresSocialmediasites

Furnitureorhome-furnishingsstores

47%

40%

36%

32%

32%

27%

23%

11%

10%

8%

5%

Topthreeformatswherehouseholdsexpecttospendthemost4

1i-sbstsor2or3iltyHalloween

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.9

HaIIoweeninspirationremainsrootedin

tradition,whiIe

generativeAIstartstoshapedecisions

1in5

ofallsurveyedHalloween

spenderssaythey’llusegenAItoolsforrecommendationsandcomparisonstoinfluencetheirHalloweenspendingdecisions1

32%

ofearlyHalloweenshoppersplanto

usegenAIintheirshoppingdecisions1

Notes:Questions:(1)“Towhatextentdoyouagreeordisagree

withthefollowingstatements?”(percentageagree/stronglyagree)(n=1,378);(2)“Wheredoesyourhouseholdgetideasor

inspirationfortheHalloween-relatedretailitemsitexpectstopurchaseorrentforHalloween2026?“(n=1,378).

Source:2026DeloitteHalloweenSurvey.

Forretailers,in-storedisplaysofferanopportunitytoinspireandinfluencepurchases

Halloweeninspirationforretailitems2

Traditions

In-storedisplays

Onlinesearch

TVshowsormovies

Familyorfriends

Socialmediaorinfluencers

Retailerwebsitesorapps

Advertising,circulars,orpromotions

Neighborhooddisplays

GenAItools

44%

41%

35%

30%

27%

27%

21%

17%

17%

8%

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.10

Minitreatsarethebiggesttake,whiIecostumesrangefromheroestomonsters

Minichocolatesandcandiesdominatedoorstephandouts,whilethetopcostumeplansbalancepop-culturecharacterswithtraditionalorscarylooks

64%

ofhouseholdsplantohandoutcandyortreats1

Handoutsplannedfortrick-or-treaters2

Assortedminichocolates73%

Assortedminicandies66%

Full-sizecandiesandcandybars38%

Savorysnacks24%

Nonfooditems15%

Allergy-friendlytreats11%

Health-oriented7%

44%

ofhouseholdsplantodressupincostumes1

Halloweencostumetypeshouseholdsexpecttouse3

Pop-culturecharacterTraditionalorscarycharacter FantasyormagicalcharacterHumorousornoveltycostumePersonorprofession

Animal,dinosaur,orinsectFood,drink,oreverydayobject

52%48%

33%29%

21%

19%12%

Notes:Questions:(1)“WhichofthefollowingactivitiesoractionsdoyouormembersofyourhouseholdplantodoforHalloween2026??”(n=1,500);(2)“Whattypeofcandyorgoodsdoyouplantohandouttotrickortreaters?”(n=957);(3)“WhichofthefollowingtypesofcostumesdoesyourhouseholdexpecttouseforHalloween2026?”(n=658).

Source:2026DeloitteHalloweenSurvey.

Copyright©2026DeloitteDevelopmentLLC.Allrightsreserved.11

HaIIoweenhasaregionaIpersonaIity

Nationalparticipationishigh,butregionalrespondentsdifferontheirpreferredtricksandtreats

Northeast94%participationMostlikelytohandouttreats(74%)1

Leastlikelytotakekidstrickortreating(24%)1

2

2

Midwest92%participationMostlikelytohandoutfull-sizecandybars(41%)2

Leastlikelytohandoutallergyfriendlytreats(8%)2

2

West89%participation

Mostlikelytodressup(52%)1

Le