- By Supratik Das
- Sun, 19 Oct 2025 11:58 PM (IST)
- Source:JND
Halloween Gen Z Trend 2025: Millennials and Gen Zs are planning to spend significantly more on Halloween this year, even as inflation and rising chocolate prices influence household budgets, according to a new study by financial services company Empower.
The survey, conducted among 2,000 adults in the United States, discovered that although the typical American intends to spend USD 296 on candies, costumes, decor, and entertainment, the younger generation will spend nearly twice as much. Millennials will spend up to USD 522 and Gen Z about USD 435.
In spite of growing expenses, Halloween continues to be a favorite holiday with most people. 51 per cent stated Halloween is a favorite holiday of theirs, and 57 per cent mentioned that memories shared with friends and family on October 31 are "priceless."
Growing Costs Influence Spending Behaviour
The survey found that 57 per cent of Americans are adjusting the amount of candy they purchase because prices for chocolate are higher. Fifty-two per cent of those surveyed overall are reducing Halloween expenses because of inflation, but 39 per cent said they spend more than they should every year. Overspending is especially prevalent in younger generations, where 52 per cent of millennials and 48 per cent of Gen Z said they tend to spend more than their budgets.
The research also pointed to social influences; 31 per cent of Americans spend more on Halloween after they've observed friends or family members spend lavishly, with disproportionately higher rates in younger demographics (53 per cent of Gen Z, 50 per cent of millennials).
The survey indicates the Halloween expenditure breakdown is as follows:
• Candy: USD 59
• Children's costumes: USD 56
• Adult costumes: USD 46
• Pet costumes: USD 33
• Home and yard decorations: USD 52
• Parties and entertainment (tickets, events): USD 51
Also, Americans are beginning their planning early. 34 per cent of participants had already spent half of their Halloween budget by September. Millennials and Gen Z are particularly interested in experiences over things, spending on pumpkin patches, Halloween parties, haunted houses, and visiting historical towns like Salem or Sleepy Hollow.
Trends Among Younger Generations
The study identifies a shift in Halloween spending priorities by generation. Younger Americans increasingly apply technology to make their celebrations more fun. Approximately 25 per cent of millennials and 24 per cent of Gen Z intend to utilize AI tools to get the best prices on candy, costumes, and decorations. Most also turn to AI for costume inspiration (27 per cent millennials; 24 per cent Gen Z) or to organize seasonal travel (21 per cent millennials).
Pet costumes are also on the rise, with 23 per cent of millennials and Gen Z shelling out money for clothing for their pets. Additionally, DIY and secondhand store costumes are still going strong as budget-friendly measures, taken up by 22 per cent of participants.
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In spite of economic hardships, Americans are keeping Halloween festivities high on their agenda. "Some shoppers might be ghosting chocolate this Halloween as prices creep upwards. Trick-or-treat spending provides a glimpse at how pricing pressures are altering budgets and trickling into the smallest traditions," said Rebecca Rickert, consumer insights head at Empower.
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While 40 per cent of Americans report anticipating Halloween shopping more than any other holiday, millennials (61 per cent) and Gen Z (56 per cent) are at the forefront of getting an early and strong start. Halloween retail spending this year highlights both the long-term popularity of the holiday season as well as younger generations' eagerness to spend on experiences, social events, and memorable celebrations, even under the pressure of inflation.
