Halloween Spending: Cost Pressures Reshape Celebration Plans

Halloween traditions are under pressure this year as rising prices and tariffs push many Americans to rethink their seasonal spending, according to an October study from Wunderkind. While plenty of households still plan to celebrate, among many the mood is more restrained, creating both challenges and opportunities for brands hoping to connect with shoppers.

• The largest share of shoppers (35%) expect no change in how they celebrate Halloween, showing that traditions remain strong despite financial strain.
• But that being said, a significant 43% are tightening budgets: 18% say they’ll spend less, 13% will skip purchases entirely and 12% plan to switch to cheaper items.
• Another 13% of shoppers say they’ll focus more on finding discounts this season, highlighting a growing demand for value-driven promotions.
• There are also some demographic differences: Over half of Boomers (53%) report no change in spending, while Gen Z (21%) and Millennials (18%) are the most likely to spend less or trade down.

Wunderkind emphasizes the fact that tailored marketing matters. Brands should stress continuity and tradition to appeal to Boomers, while offering early discounts, bundles and clear value messaging to engage younger, cost-conscious shoppers. For more insights, download the full report here.