Halloween has long been associated with children trick-or-treating for candy, but in recent years, adults are just as eager to join in the fun. From elaborate costumes and spooky home décor to a growing array of seasonal activities, Halloween is stretching far beyond its traditional boundaries — and far beyond the single day of Oct. 31.
Americans were projected to spend $11.6 billion on Halloween in 2024, surpassing pre-COVID levels, according to the National Retail Federation. About 72% of Americans were expected to participate in Halloween activities, from handing out candy to carving pumpkins and decking out their homes with cobwebs, skeletons and glowing jack-o’-lanterns.
“Halloween marks the official transition to the fall season for many Americans, and consumers are eager to get a jump start on purchasing new seasonal décor and other autumnal items,” said Katherine Cullen, vice president of industry and consumer insights at the NRF.
Adults driving costume creativity
Adults are increasingly shaping Halloween trends. In 2024, spending on adult costumes was projected to reach $1.8 billion, outpacing children’s costume purchases of $1.3 billion. Nearly 76% of adults knew their costume choice well in advance, with popular picks ranging from witches and vampires to superheroes like Batman and pirates.
Pets aren’t being left out, either — Americans were expected to spend $700 million on pet costumes last year, per data from NRF.
Events like Salt Lake City’s FanX and other comic conventions illustrate that adults are embracing their inner child, whether dressing as favorite characters or crafting elaborate DIY outfits. Social media has amplified this trend, with viral makeup tutorials and costume challenges inspiring adults to go bigger and become more creative each year.
Halloween as an experiential holiday
Halloween isn’t just about candy and costumes anymore — it’s about experiences. Haunted houses, escape rooms, fall harvest festivals and themed restaurants are drawing adults into immersive seasonal fun. In Utah, attractions range from corn mazes, pumpkin patches to The Pumpkin Train at Heber Valley Railroad and the Giant Pumpkinpalooza and Zombie Walk at The Gateway, events that turn Halloween into a monthlong celebration.
Early shopping and longer celebrations
Early shopping is another growing trend. Phil Rist, executive vice president of strategy at Prosper Insights & Analytics, noted that 56% of shoppers aged 25–34 began buying Halloween items before October, with many citing it as their favorite holiday of the year.
Halloween’s reach now extends far beyond a single day: stores launch spooky décor in September, cafes roll out pumpkin-spiced and themed treats, and streaming platforms air monthlong horror and family-friendly specials. For many, Halloween has become an October-long celebration.
The evolution of Halloween
Halloween traces back to the ancient Celtic festival of Samhain, when bonfires were lit and costumes were worn to ward off spirits, according to History.com. While some question whether its growth is purely consumer-driven — Beliz Yuksel wrote in a blog post, “are we just falling for another consumer trap?” — the appeal of dressing up, decorating and celebrating with friends and family suggests Halloween has grown into far more than a retail event. For millions of Americans, it’s a monthlong celebration.