WASHINGTON — Americans are on track to spend a record amount on Halloween in 2026, with the National Retail Federation projecting total spending above $13 billion. Shoppers made final costume and candy purchases on Friday ahead of the holiday landing on a Saturday.

The NRF, which surveys consumers annually with Prosper Insights & Analytics, has reported steady growth in Halloween participation over the past decade. A Saturday date typically lifts spending on parties, costumes and decorations, encouraging more adults to celebrate alongside children.

Major chains including Party City successors, Spirit Halloween, Target and Walmart reported strong demand for costumes, candy and home decor through late October. Confectionery makers Hershey and Mars Wrigley also pointed to robust seasonal sales, though higher cocoa prices pushed candy costs upward for consumers.

Retail analysts noted that the Saturday timing extended the shopping window, with many families buying last-minute supplies on Friday evening. The surge provided a welcome boost to seasonal and specialty retailers heading into the holiday shopping season.

Participation rates among adults aged 18 to 34 continued to climb, driven by social gatherings and costume parties rather than traditional trick-or-treating.