Australians will spend 510 million Australian dollars on Halloween costumes, decorations and confectionery this year, according to joint research from the Australian Retail Council and Roy Morgan.
Total spending will edge up 2 per cent from 500 million dollars last year, trailing domestic inflation even as individual celebrants plan to spend more cash per basket.
Around 4.4 million Australians plan to celebrate Halloween personally or through their children, down by 400,000 from 2025. National participation dropped to 18 per cent compared to 21 per cent twelve months ago. Those who do take part plan to spend an average of 117 dollars each, a 13.6 per cent increase of 14 dollars on last year.
Higher prices offset shrinking crowds
The spending expansion reflects elevated retail prices rather than organic volume growth across checkout counters. Household budgets remain squeezed by sustained borrowing costs and elevated utility bills across metropolitan and regional centres. Among respondents planning to celebrate, 62 per cent said they will keep outlays flat, 22 per cent plan to reduce spending, and 16 per cent plan to spend more.
Participation split across gender lines shows 2.4 million women and 2 million men planning to mark the event, with both groups shrinking by 200,000 participants compared to 2025.
Fleur Brown, chief industry engagement officer at the Australian Retail Council, pointed to broader household financial strains. “Those taking part plan to spend more on average, but fewer Australians are joining in this year,” Brown said.
Young adults drive costume spend
Younger shoppers between 18 and 34 years old represent the largest demographic cohort participating in the event. This group will spend an average of 134 dollars per person, generating approximately 200 million dollars in gross retail sales.
Older demographics pulled back sharply. Participation among consumers aged 65 and over dropped six percentage points to 15 per cent. Engagement among shoppers aged 35 to 49 remained steady at 20 per cent, anchored by primary school children and family neighbourhood activities.
State breakdown and category demand
Geographic breakdowns show distinct divergences in consumer willingness to spend across eastern seaboard states. Victoria leads the country with the highest projected average spend at 136 dollars per person. Queensland follows at 120 dollars, while New South Wales trails at 109 dollars per person. Together, these three states account for 410 million dollars of total seasonal turnover, up 20 million dollars from last year.
Merchandise demand concentrates heavily in consumable goods and short-use apparel. Providing treats for trick-or-treaters ranks as the top activity, cited by 45 per cent of participants, followed by dressing in costumes at 44 per cent. Door-to-door trick-or-treating accounts for 40 per cent of consumer plans, while 35 per cent plan to buy home decorations.
Retail margins ahead of peak season
For supermarket chains, discount department stores and specialty party suppliers, Halloween operates as the primary operational test run before the critical November Black Friday sales and Christmas peak trade. A Saturday timing provides logistics networks and brick-and-mortar stores clear foot-traffic opportunities, but compressed basket counts raise margin risks for retailers carrying excess themed inventory.
The benchmark data stems from an SMS survey of 5,237 Australians aged 18 and older conducted between September 29 and October 3, 2026, sampling 877 active Halloween consumers. Merchants now look to inventory sell-through rates across October 31 to gauge consumer price tolerance ahead of final pre-Christmas stock orders.
