The National Retail Federation’s annual Halloween survey, conducted by Prosper Insights & Analytics and released September 22, projects $13.5 billion in U.S. spending this year. It also finds that 47% of consumers report using AI tools to support their Halloween shopping.
Reported uses include brainstorming and product research. For retailers, this broadens the set of places where shoppers may encounter product ideas before visiting a store or completing a purchase.
With 74% planning to celebrate and 49% expecting to start shopping in September or earlier, the study points to an extended seasonal planning window. Price remains important: 31% would comparison-shop if prices exceed expectations, while 26% would seek coupons or sales.
NRF’s September 29 analysis adds another consideration for merchandising teams: 34% seek items they can reuse. Clear product information, price and versatility can all matter while consumers weigh seasonal purchases.
The survey covered 7,889 consumers September 1–9.
