NEW YORK — Halloween has evolved beyond a one-night celebration into a seasonal tradition for American families, with a vast majority of households embracing the holiday through decorations, costumes, candy and themed activities.
According to Deloitte’s inaugural Halloween Survey, 92% of U.S. households plan to participate in at least one Halloween-related activity this year, underscoring the holiday’s growing importance both culturally and economically.
The survey found that Halloween is expected to spur significant consumer spending. Households surveyed plan to spend an average of $285 this season, including $219 on retail purchases and $69 on experiences. Costumes are expected to account for the largest share of spending at an average of $57 per household, followed by home décor at $54 and candy for trick-or-treaters at $48.
Early shoppers appear especially enthusiastic about the holiday. Consumers who began their Halloween shopping before mid-August anticipate spending 1.7 times more on average than those who started later.
The survey also highlights distinct regional differences in how Americans celebrate Halloween. In the Northeast, residents are most likely to hand out treats, with 74% planning to participate, but are least likely to take children trick-or-treating. Midwestern households stand out for their preference for full-size candy bars, with 41% planning to give them away, while only 8% expect to offer allergy-friendly treats. In the South, households are most likely to prepare Halloween-themed food and beverages at home, while also being the least likely to distribute treats. Meanwhile, Western households are the most likely to dress in costume but the least likely to hand out full-size candy bars.
Families with children are driving much of the seasonal engagement. Households with children plan to participate in an average of six Halloween activities, compared with four activities among households without children. Popular traditions include handing out candy or treats (64%), decorating homes and yards (59%), and watching Halloween-themed movies and television programming (50%).
When it comes to trick-or-treat giveaways, traditional sweets remain the top choice. Among those planning to hand out treats, 73% expect to distribute assorted mini chocolate candies, 66% plan to offer assorted candies, and 38% intend to give out full-size candy bars.
Costume choices this year will largely be inspired by entertainment and fantasy. Among respondents planning to dress up, 52% expect to choose pop-culture characters, making them the most popular costume category. Traditional or scary costumes follow closely at 48%, while 33% plan to dress as fantasy or magical characters.
The findings suggest that Halloween continues to expand as both a retail event and a cultural touchstone, encouraging consumers to celebrate throughout the season rather than limiting festivities to October 31 alone.
