Witches and vampires lead adult Halloween costume plans for 2026, and Spider-Man tops the list for children, according to the National Retail Federation’s annual survey with Prosper Insights & Analytics. The survey also finds 47% of consumers using AI tools for Halloween shopping, while online search has fallen to its lowest level in a decade as a source of costume ideas.
Key Takeaways
- About 4.8 million adults plan to dress as a witch and 4.2 million as a vampire, making them the top two adult costume choices.
- About 4.6 million children plan to dress as Spider-Man, more than double the 2.3 million planning a generic superhero costume.
- A pumpkin is the top pet costume at 11.6%, followed by a hot dog at 5.9% and a ghost at 2.8%.
- Half of consumers (50%) plan to dress in costume, making it the second most common Halloween activity after handing out candy (61%).
- About 34% of shoppers plan to look for costumes and decorations they can reuse or repurpose in future years.
- Halloween falls on a Saturday in 2026, giving celebrations a full weekend night.
Classic Characters Hold Their Ground Among Adults
Adult costume choices in 2026 lean toward the timeless. The witch leads the list, with 4.8 million adults planning to wear one, followed by the vampire at 4.2 million. Both are staples of Halloween culture, inexpensive to put together, and easy to reuse from year to year.
Comic book characters follow. About 2 million adults plan to dress as Batman and 1.5 million as Spider-Man. The ghost rounds out the top five at 1.4 million. The mix of classic monsters and superheroes shows how much costume culture now blends folklore with pop culture.
Adults are expected to spend $2 billion on their own costumes this year. Their choices suggest many are favoring familiar, versatile looks over trend-driven costumes that may only work for one season.
Spider-Man Dominates Children’s Costume Plans
Among children, Spider-Man leads by a wide margin. About 4.6 million kids plan to dress as the character, double the 2.3 million planning a generic superhero costume. Princesses follow at 2.2 million, with witches and ghosts tied at 1.6 million each.
Spider-Man’s lead reflects the character’s long-running reach across films, shows, and games aimed at young audiences. Superhero costumes remain popular with children because they let kids dress as characters they already know and imitate, while princess costumes continue to hold steady.
Children’s costumes are expected to account for $1.5 billion in spending this season.
Pets Join the Costume Parade
Household pets are now firmly part of the celebration. Consumers plan to spend $0.92 billion on pet costumes. The pumpkin leads the list of top pet costumes at 11.6%, followed by the hot dog at 5.9% and the ghost at 2.8%. The hot dog’s place near the top shows how much of pet costume culture leans toward humor, with owners treating the occasion as a chance for photos and a laugh.
AI Is Changing How Americans Find Costume Ideas
The NRF survey points to a shift in how Americans come up with costume ideas. Online search remains the leading source of costume inspiration at 32%, but that is down from 37% last year and is the lowest level in a decade.
At the same time, 47% of consumers say they are using AI platforms and tools for Halloween shopping. The most common uses are brainstorming ideas during planning, cited by 34%, and asking for recommendations during product research, cited by 32%.
Phil Rist, executive vice president of strategy at Prosper Insights & Analytics, said AI is becoming a common part of the shopping process, with consumers using these tools to brainstorm costumes and decorating themes and find inspiration for their celebrations.
Physical stores still matter. Retail stores and costume shops are the second most common source of costume inspiration at 26% and the top source of decoration ideas at 31%. Seeing costumes in person still shapes many final decisions, even as more shoppers start their search with AI.
Reusable Costumes Reflect a Value-Minded Holiday
Costume culture is also being shaped by budgets. About 34% of shoppers plan to look for items they can reuse in future years or repurpose for other occasions. That helps explain why classic choices like witches, vampires, and ghosts remain at the top. Basic pieces such as a cape, a hat, or a sheet can return year after year with small updates.
The holiday’s popularity remains strong. About 74% of Americans plan to celebrate Halloween this year, in line with 73% last year and well above the 68% recorded before the pandemic in 2019. With October 31 falling on a Saturday, many households can expect a longer evening of trick-or-treating, neighborhood gatherings, and costume parties.
The NRF survey of 7,889 consumers was conducted September 1 to 9 and has a margin of error of plus or minus 1.1 percentage points.
FAQs
What are the most popular Halloween costumes for 2026?
For adults, the top choices are a witch (4.8 million) and a vampire (4.2 million), followed by Batman, Spider-Man, and a ghost. For children, Spider-Man leads at 4.6 million, followed by a superhero, a princess, a witch, and a ghost.
What are the most popular pet Halloween costumes in 2026?
A pumpkin is the top pet costume at 11.6%, followed by a hot dog at 5.9% and a ghost at 2.8%, according to the National Retail Federation.
How many people use AI for Halloween costume ideas?
About 47% of consumers are using AI tools for Halloween shopping in 2026. The most common uses are brainstorming ideas (34%) and getting recommendations during product research (32%).
How many Americans celebrate Halloween?
About 74% of Americans plan to celebrate Halloween in 2026, compared with 73% in 2025 and 68% in 2019.
What day of the week is Halloween in 2026?
Halloween falls on Saturday, October 31, 2026.
