Halloween 2025 is shaping up to be another record-breaking year for spending. In a recent article, RetailDive.com reported that the National Retail Federation (NRF) predicts consumers will spend $13.1 billion on the holiday, a nearly 13% increase from last year. While economic uncertainty and price concerns are still on consumers’ minds, shoppers continue to invest in seasonal fun, viewing Halloween as a joyful escape and a chance to celebrate with family and friends. What’s changing is where consumers are spending their money, and which retailers are best positioned to capture those dollars.
Discount Stores Lead the Pack
Discount and dollar stores continue to dominate Halloween retail, with 42% of consumers planning to shop there this year. That’s the highest rate since before the pandemic and reflects shoppers’ growing focus on value. But price isn’t the only factor drawing customers in. Off-price and dollar retailers have elevated their Halloween assortments, creating true destination experiences for budget-conscious shoppers. From T.J. Maxx and HomeGoods’ “treasure hunt” displays to Dollar Tree’s affordable candy and party goods, these retailers have blended excitement and accessibility in ways that resonate with consumers.
Social media is amplifying their success. “Haul” videos on TikTok and Instagram showcase influencers (often parents) sharing the creative, affordable decorations and costumes they find at discount stores. These posts not only drive traffic but also reinforce the appeal of smart, feel-good spending. As consumers embrace what some analysts call the “little treat economy,” these retailers are positioned to capture both spontaneous and planned purchases throughout the season.
Home Retailers Turn Decor Into a Destination
Few brands have captured the spirit of modern Halloween like The Home Depot. The home improvement giant transformed seasonal décor into a pop-culture phenomenon with its 12-foot skeleton, Skelly, first introduced in 2020. Each year since, Home Depot has expanded its lineup of animatronics and outdoor displays, fueling an early and enthusiastic shopper base. Its “Summerween” strategy, releasing Halloween merchandise as early as June, has extended the season and deepened customer engagement (although it can sometimes be frustrating to see Halloween merch in the stores that soon!)
This year, 14% of consumers plan to shop for Halloween products at home improvement stores, up from 9% last year, while 21% plan to buy at home décor stores. With 78% of all Halloween shoppers purchasing decorations, retailers like Home Depot, Lowe’s, and Michaels are capitalizing on consumers’ desire to create festive, photo-worthy spaces.
Craft and Thrift Stores Find Their Niche
Creativity and savings are also driving traffic to craft and thrift retailers. Craft stores such as Michaels have expanded their seasonal assortments to include décor, DIY costume kits, and “Summerween” collections designed to inspire early engagement. The share of consumers planning to shop at craft or fabric stores rose to 14% this year, up from 12%.
Meanwhile, thrift stores continue to attract budget-conscious shoppers, with 11% planning Halloween purchases there. Among adults making their own costumes, 62% say they’ll shop at thrift stores, reflecting both a desire to save and a renewed interest in sustainability.
A Bright Spot for Retailers and Consumers Alike
Even in an uncertain economy, Halloween remains a resilient and unifying celebration. As Katie Thomas of the Kearney Consumer Institute noted, cutting back on seasonal traditions feels like “cutting back on joy.” Retailers that understand this emotional connection, and how they can balance creativity with affordability, stand to benefit most. Whether it’s a viral skeleton, a discount décor haul, or a handmade costume, this Halloween proves that when it comes to celebrating, consumers are still all in.
