HalloweenCostumes.com 2026 Halloween Survey Results: How Consumers Are Planning, Shopping & Celebrating Halloween

PRESS RELEASE

NORTH MANKATO, Minn., August 19, 2026 (FUN.com) – Halloween is no longer a one-day holiday. It's a full-fledged season. According to new multi-year survey data from HalloweenCostumes.com, consumers are planning earlier, prioritizing comfort, and using direct search and AI tools to craft their perfect looks.

Online Search and Digital Discovery

Search Engines Lead: Where consumers start their Halloween journey has shifted dramatically over the years. Online search engines on Google and Bing are now the #1 starting point for Halloween, up from 20% in 2024 to 33% in 2025 and reaching a record 43% in 2026.
Socials & Word of Mouth: While social platforms like TikTok (15%) and Instagram (8%) remain popular for trendspotting, shoppers are increasingly turning to direct search and word-of-mouth recommendations (18%) to kick off their planning.

Start your Search

AI's Steady Role: 37% of respondents use generative AI tools for decor ideas, costume concepts, or full event planning.

AI Planning

Early Season Prep & High-Impact Decor

Spooky Season Arrives Early: A massive 84% of respondents now begin their Halloween prep by early October or earlier, with 16% starting as early as July and August.

Season Start

Decor & Candy: Jack-o'-Lanterns (32%) and Animatronics (19%) lead decor purchases, while 75% plan to spend the same or more on candy.

Decor Preference

Spending Preference

Costumes and Consumer Priorities

Comfort Takes #1: Comfort and Fit are the top priority for costume buyers in 2026 at 30% (up from 20% in 2024) while Quality dropped to second place at 26%.

Costume Importance

High Spend: Costumes rank as the #1 highest-spend category overall, followed closely by Inside Home Decor

Spending Habits

Pop Culture Leads: Recent movie and TV releases remain the top source of costume inspiration (39%).

Costume Inspo

Year-Round Utility: 48% of respondents wear costumes for cosplay, festivals, and parties throughout the year

Year Round Costumes

Progress in Costume Inclusivity

Positive Progress: 63% of consumers feel there are enough inclusive options (plus-size, adaptive, maternity) on the market. This is nearly double from 33% in 2022 and improved from 49% in 2023.

Inclusive Costumes

As Halloween continues to grow beyond a single night, these trends show just how much the way we celebrate is changing. From planning earlier to finding inspiration online and embracing more comfortable, inclusive costumes, consumers are making Halloween their own.