Halloween Costumes Are Not Just for Kids: Adults Embrace the Spooky Season

MT LAUREL, NJ (September 26, 2025) - The Halloween & Costume Association
(HCA) highlights new data from Prosper Insights & Analytics, showing that Halloween
continues to engage adults, with a growing number planning to dress up and celebrate
in creative ways.

Key findings include:

• 51% of adults who celebrate Halloween plan to dress in costume this year, with
  32% dressing their pets in costume.
• 46% of adults Halloween costume wearers plan to throw or attend a Halloween
  party, while 54% plan to decorate their homes or yards.
• Halloween shopping starts early: 45% of these adults who dress up begin
  purchasing costumes in September, and 36% shop during the first two weeks of
  October.

Spending trends:

• These fun loving Adults plan to spend an average of $60.30 on costumes, $55.56 on decorations, and $39.35 on candy, reflecting the continued enthusiasm for dressing up and creating festive experiences.
• Specialty Halloween/costume stores remain popular, with 46% of these adults planning to shop there, while 40% shop online.
• Since 2020, the percentage of adults celebrating Halloween has increased steadily, showing a resurgence and growing popularity post-COVID.

Demographic insights:

• Generational participation: Millennials (39.5%) and Gen Z (26.7%) are most
  likely to dress in costumes.
• Household composition: Adults in households with children under 18 show
  high engagement, with over 36% planning to take children trick-or-treating.
• Income distribution: Adults across income levels participate, with those in
  households earning $50,000–$99,999 representing the largest share of costume
  wearers.

HCA’s analysis of data from Prosper and the National Retail Federation (NRF) shows
what an interesting group of humans these adults (who dress in costumes) are in their
day-to-day life, not just on Halloween. As a group they are more likely to be open to
new experiences, more extraverted and enthusiastic, are more confident in the
economy and are more likely to be impulsive with a “Live for Today” mindset.

“This data shows that Halloween is a holiday that brings out the creativity and
community spirit of adults, not just children,” said Michele Boylstein, HCA’s Executive
Director. “From dressing up and decorating to attending parties and celebrating with
pets, adults are embracing every aspect of Halloween. The steady increase in
participation since 2020 shows that Halloween is stronger than ever.”

For Media Inquiries :
Michele Boylstein
mboylstein@halloweencostumeassociation.org
856-380-6942

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About the Halloween & Costume Association (HCA): 
Known as the industry source for Halloween, with cumulative sales of $4.3 billion, the
HCA has earned the title of “EXPERT” in all things costume-related and serves as a
non-profit voice in the industry. 

About Prosper Insights & Analytics:
Prosper is a leader in zero-party consumer data, providing trended monthly insights on
U.S. consumers’ spending intentions, emotional states, financial well-being, and retail
behaviors. Prosper and the National Retail Federation (NRF) have provided Halloween
insights for more than 20 years. www.ProsperInsights.com