It’s the season of carving pumpkins, hanging up spooky decor, and kids shoving candy into pillow cases as they go door to door trick-or-treating. Halloween celebrators are poised to spend more than ever, and some are willing to borrow money to keep the festivities going.
The National Retail Federation expects Americans to spend a record $13.5 billion on Halloween this year, up from $13.1 billion a year prior. But even so, economic pressures are making some cut costs. A separate survey of 2,000 U.S. adults from LendingTree found 61% are skipping on candy, costumes, and decor because of economic uncertainty.
Meanwhile, nearly one in four (24%) Halloween celebrators expect to go into debt for the holiday. Gen Zers are the most likely to anticipate borrowing (43%), followed by parents with children under 18 (40%), and millennials (35%).
“Gas prices are up, food prices remain elevated, there’s lots of uncertainty, so I think what people are doing is trying to really make the best of it,” Neil Saunders, managing director and retail analyst at GlobalData, told Fortune. “There’s definitely a prioritization of spending for these little indulgent moments.”
That instinct to preserve some special purchases in spite of pressure from higher prices reflects a kind of little treat economy, when consumers splurge on smaller pleasures even if they’re squeezed by costs. Saunders said Halloween spending is an example of a tradeoff where people forgo buying “more disposable” things like skulls and pumpkin decor to spend on purchases with greater emotional value, such as costumes for their children.
“It’s really important to make the kids feel good, so that’s an area where consumers will often splash out a bit,” he said.
Parents are among the biggest Halloween spenders. Those with children under 18 expect to shell out an average of $269 on Halloween this year, compared with $162 across all groups, per LendingTree. And 58% of parents expect to spend more than they did last year, compared with 52% of Gen Zers and 49% of millennials.
Younger consumers are also embracing spending despite financial constraints. Gen Z consumers in particular are known to indulge in “treat culture,” making room in their budgets for jewelry, clothing, snacks, and beverages even as they struggle to build savings. Social media could be turbocharging the spending. LendingTree found that 43% of respondents said it led them to spend more on Halloween than they otherwise would, including nearly three in four (74%) Gen Zers, who can be prone to financial FOMO.
The younger the consumer, the more likely they borrow money for Halloween as well: 43% of Gen Zers and 35% of millennials expect to do so, compared to 14% of Gen Xers and 2% of baby boomers, per LendingTree. More than half (51%) of those who have previously gone into debt for Halloween said they regretted overspending, citing pressure to keep up with the Joneses and higher-than-expected prices.
Using budget tricks to keep the treats
Yet, NRF’s record $13.5 billion spending forecast doesn’t mean the average person is splurging. NRF expects consumers to spend $115.14 per person, up just 69 cents from last year. LendingTree’s survey found that Halloween enjoyers expect to spend an average of $162, down 16% from $192 last year.
They’re also finding ways to stretch their budgets without giving up Halloween spending altogether. LendingTree found that 85% are taking at least one step to save money, with some purchasing fewer Halloween items and others setting spending limits.
They’re also getting an earlier start. Nearly half (48%) of Gen Z respondents began shopping in September, according to PwC’s survey of 2,028 adults. Across generations, 49% of consumers began Halloween shopping in September or earlier, compared with 34% a decade ago, according to NRF.
NRF also found discount stores are also the top destination for Halloween purchases with 39% of shoppers planning to visit, followed by specialty stores like Spirit Halloween.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” Allison Zeller, NRF’s vice president of industry and consumer insights, said.
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