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Consumer Survey

Halloween Spending Trends for 2023

In the US, the phrase “holiday shopping” conjures up images of Santa Claus, holiday lights, wrapped gifts, and other symbols of celebrations that happen after Thanksgiving. But today, many consumers spend a significant amount of time and money celebrating another holiday: Halloween. 

In fact, according to the National Retail Federation, Halloween spending in 2022 was higher than ever before. And it presents a big opportunity for brands and retailers that are equipped to meet shoppers’ expectations. 

In our latest survey, we examine shoppers’ attitudes towards Halloween, how much they plan to spend celebrating the holiday, and the criteria that will fuel their purchase decisions.

Who We Surveyed

The 2023 Halloween Spending Trends report is based on a survey of 18,906 US consumers fielded in August 2023. Here’s a closer look at exactly who we surveyed. 

Generations

Click a generation to see a snapshot of generation-specific highlights.
Gen Z
(1997-present)
8%
Millennials
(1981-1996)
54%
Gen X
(1965-1980)
30%
Baby Boomers
(1946-1964)
8%

Gender Identity

Women
88%
Men
Young black male with beard in blue sweater
10%
Non-binary
2%

Annual Household Income

Less than $10,000
4%
$10,000-$24,999
7%
$25,000-$49,000
18%
$50,000-$74,999
21%
$75,000-$99,999
17%
$100,000-$149,999
19%
$150,000 or higher
14%