NEW YORK — Krispy Kreme opened its annual Halloween promotion on Wednesday, offering a free doughnut to any customer who visited a participating US store in costume, as national chains raced to capture spending ahead of the October 31 holiday.

The free-doughnut-in-costume offer has become a fixture of the company's late-October marketing, running in the final days before Halloween. Krispy Kreme paired the giveaway with a limited-edition collection of decorated doughnuts themed around monsters and pumpkins, available only through the holiday weekend.

Rival chains launched competing promotions the same week. Starbucks continued its autumn lineup of pumpkin spice and seasonal cold drinks, while Chipotle, Wendy's and other quick-service brands advertised Halloween-timed app deals and boo-themed discounts aimed at families planning trick-or-treating.

The National Retail Federation has projected Americans would spend record sums on Halloween in 2026, with billions directed toward candy, costumes and themed food purchases. Chains have leaned heavily on limited-time menu items and loyalty-app offers to convert that seasonal demand into store visits.

Retail analysts said costume-based giveaways drive social-media sharing and foot traffic at minimal cost, making Halloween one of the most reliably promoted calendar moments for US food retailers alongside the winter holidays.