Halloween 2026: What the Trends Mean for Your Business

Halloween keeps growing, and 2026 looks like it will continue that pattern. Spending hit a record $13.1 billion last year, and early signals this year point to another strong season. If you know what's driving that growth, you can plan your inventory, timing, and promotions around it instead of guessing. Here's what's actually changing this year and what you can do about it.

What's Different About Halloween 2026

The season is starting earlier than ever, and it has a name now. Shoppers have been calling it "Summerween," and it's not a small niche trend anymore. Google search interest in "Halloween 2026" hit its highest point on record in July, even higher than last October's peak. Major retailers have noticed too; Walmart rolled out dedicated Halloween sections in around 1,000 stores over the summer, and other big chains followed with early displays of their own.

Home decor has quietly become the biggest spending category. For years, people assumed costumes drove Halloween spending. That's no longer accurate. More shoppers now buy Halloween decorations than costumes, and they spend more on decor than on candy. Decoration spending is expected to reach roughly $4.2 billion this year, ahead of both other categories.

The calendar is working in your favor this year. October 31 falls on a Saturday in 2026, the first time that's happened since 2020. A Halloween that lands on a weekend tends to boost spending on decorations, costumes, and party supplies, historically by somewhere around 12 to 18 percent, because people have more free time to celebrate and host.

Shoppers expect higher prices, and they're planning around it rather than skipping the holiday. Roughly four in five shoppers anticipate price increases this year, largely tied to tariffs and general inflation. Despite that, participation has stayed strong, with about three-quarters of Americans planning to celebrate. People aren't cutting Halloween from their budget. They're shifting when and how they shop for it.

Parties and pets are growing categories worth watching. More shoppers say they plan to throw or attend a Halloween party this year, and pet costumes continue to grow in popularity as well. Neither category gets as much attention as candy or costumes, but both represent real, growing spending.

The Frustration You're Probably Feeling

If you're wondering whether it's really necessary to have Halloween stock out in July, that hesitation makes sense. Committing shelf space and budget to a holiday that's still months away can feel risky, especially with prices already climbing on the supplier side. It's also frustrating to compete with large retailers that can afford to stock early and absorb the cost of markdowns if timing doesn't go as planned.

You don't need to match a big box store's scale to benefit from this trend. You need to be intentional about which parts of it actually apply to your business.

What This Means for Your Business

Get at least a small Summerween display out before August ends. You don't need a full seasonal rollout. Even a modest table or shelf of early Halloween items can capture shoppers who are already searching and browsing months ahead of the holiday.

Shift some of your Halloween budget toward decor, not just costumes. If your business has leaned heavily on costumes in past years, this is a good year to test a stronger decor selection. It's the category shoppers are spending the most on right now.

Plan for a bigger weekend push this year. With Halloween landing on a Saturday, expect stronger interest in party supplies, group costumes, and home decorating in the days leading up to it. Building a promotion around the weekend itself, not just October 31, can help you capture that extra spending.

Be upfront about pricing instead of avoiding the topic. Since most shoppers already expect prices to be higher this year, clearly explaining what they're getting for the price can build trust rather than push customers away. Hiding a price increase tends to feel worse to a customer than a straightforward explanation of it.

Don't overlook parties and pets in your product mix. A small selection of hosting supplies or pet costumes can capture spending that your competitors might be ignoring, especially if those categories are already a smaller part of your current inventory.

None of this guarantees a specific increase in sales. Every business and customer base responds differently. But the direction of the data is clear: Halloween spending has grown nearly every year for over a decade, and 2026 has several factors working in its favor.

The Bigger Picture

Halloween has grown from a single night into a season that starts in the summer for a meaningful share of shoppers. Costumes and candy remain part of the picture, but decor, parties, and even pets have grown into real spending categories of their own. The businesses that benefit most this year will likely be the ones that start early, stock thoughtfully, and speak honestly with customers about pricing along the way.

Check Our Our Sources

NRF Consumer Survey Finds Halloween Spending to Reach Record $13.1 Billion, NRF: https://nrf.com/media-center/press-releases/nrf-consumer-survey-finds-halloween-spending-to-reach-record-13-1-billion

Halloween Data and Trends, NRF: https://nrf.com/research-insights/holiday-data-and-trends/halloween

Halloween shoppers are prioritizing décor, and spending more, NRF: https://nrf.com/blog/halloween-shoppers-are-prioritizing-decor-and-spending-more

Halloween spending expected to hit record $13 billion, Retail Dive: https://www.retaildive.com/news/halloween-spending-expected-record-13-billion/760981

Exclusive: Walmart dives into Summerween with early Halloween push, Axios: https://www.axios.com/2025/06/30/walmart-summerween-halloween-summer-frights

Halloween in July: What Is Summerween Shopping?, Salsify: https://www.salsify.com/blog/halloween-in-july-what-is-summerween-shopping

Halloween Products to Sell in 2026, Printway: https://printway.io/en/blogs/halloween-products-to-sell-in-2026

Shoppers embrace Halloween despite economic uncertainty, eMarketer: https://www.emarketer.com/content/shoppers-embrace-halloween-despite-economic-uncertainty