The Halloween and Costume Association (HCA) shares new data from Prosper Insights & Analytics revealing that Halloween is no longer just for kids, with more than half of adults planning to dress in costume this year. The report highlights how adults are embracing the holiday across costumes, parties, home decor, and candy, fueling steady post-pandemic growth for the category.
“This data shows that Halloween is a holiday that brings out the creativity and community spirit of adults, not just children,” says Michele Boylstein, HCA’s Executive Director.
According to the findings, 51% of adults who celebrate Halloween will dress up, with 32% also planning to dress their pets. Nearly half of those in costume expect to attend or host a party, while 54% will decorate their homes or yards. Shopping starts early, with 45% of adults buying costumes in September and 36% during the first half of October.
Adults plan to spend an average of $60.30 on costumes, $55.56 on decorations, and $39.35 on candy. Specialty Halloween and costume stores remain popular, attracting 46% of shoppers, while 40% purchase online.
“From dressing up and decorating to attending parties and celebrating with pets, adults are embracing every aspect of Halloween,” Boylstein adds. “The steady increase in participation since 2020 shows that Halloween is stronger than ever.”
Generational and household breakdowns provide further insight: Millennials (39.5%) and Generation Z (26.7%) are the most likely to dress up, while more than 36% of adults in households with children under 18 will take kids trick-or-treating. Adults across income levels participate, with households earning $50,000-$99,999 representing the largest share of costume wearers.
The report also notes that adults who celebrate Halloween tend to be more extroverted, enthusiastic, and open to new experiences, with a “live for today” mindset contributing to their festive spirit.
To read the report, visit prosperinsights.com. To learn more about HCA, visit hiaonline.org.
