2023’s Total Halloween spend is expected to reach a record $12.2 billion this year, exceeding last year’s record of $10.6 billion.¹ 

This week we’ve dusted off our crystal ball to bring you the latest trends, from the most popular costumes and candy to spending trends and buyer demographics. Uncover the spookiest data and the most spine-tingling statistics you need to understand this year’s Halloween shopper. 

The Costume Contest Winners Are...

The top ten costumes of 2023 are from zeitgeisty movies and streaming shows. Here are the top three²:

1. Barbie (Cowgirl Barbie): 550,000 searches
2. The Joker (from Batman): 450,000 searches 
3. Wednesday Adams: 407,000 searches

Bone Appetit: Candy Spend in 2023

Where they are buying:
28% of Millennials and 21% of Gen Z plan to buy candy online⁵

66% of all shoppers overall plan to buy candy in-person (grocery store or supermarket)⁴

What they are buying³:

Nationwide

1. Reese’s
2. M&Ms
3. Hot Tamales 

Connecticut (where Inspira was named #1 Best Place to Work)

1. Almond Joy  

How much they are spending this year^4::

• Less than $100 on Halloween candy and food: 69% 
• Between $101 to $250 16% 
• $0: 8%

Halloween shoppers are up for grabs⁴:
87% willing to do the Halloween shopping with a new brand or vendor

BOO! We mean WHO! Demographics of Halloween Shoppers

Most costumes and accessories bought online: Gen Z (34%)⁵ 

Most candy bought online: Millennials (28%)⁵  

Spending more or less Halloween 2023⁵:

Less: Gen X more than every other generation (over 50%)

More: Millennials greater numbers than others (over 40%) 

Sources

1-Halloween Spending to Reach Record $12.2 Billion as Participation Exceeds Pre-Pandemic Levels - NRF 

2-Barbie, Mario Among Most Popular Halloween Costumes of 2023

3-Most Popular Halloween Candy 2023 - Candystore.com

4-Halloween Candy and Food Shopping in 2023 - PowerReviews

5-Halloween Trends 2023: Costumes, Spending & Top Stores - Jungle Scout