Costumes, candy and chatbots. Half of shoppers ask AI first.
Halloween keeps growing, and nearly half of shoppers now use AI to find ideas and deals. Being findable by AI is becoming a seasonal sales strategy.
By the Xuru Technologies team · 27 September 2026
Key takeaways
- NRF expects $13.5 billion in Halloween spending, up from a record $13.1 billion.
- Costumes ($4.4 billion), decorations ($4.3 billion) and candy ($4.1 billion) lead.
- 47% of consumers use AI tools to help with Halloween shopping.
- 13% plan to shop with local and small businesses.
Seasonal events are short, intense windows. This year, AI assistants are part of how people plan costumes, parties and purchases.
What happened
CPA Practice Advisor reported the NRF and Prosper survey, including 49% starting shopping in September or earlier. Talk Business also covered the forecast.
What it means for businesses
- Shop early, rank early. Seasonal pages need time to appear in search and AI.
- AI influences choices. Clear product data gets you suggested.
- Local still matters. Events and pop-ups draw community shoppers.
Seasonal checklist
| Business | Action |
|---|---|
| Retailers | Gift guides and product schema. |
| Restaurants and bars | Themed event pages with booking. |
| Attractions | Ticketed events with mobile checkout. |
| All | Google profile updates for event hours. |
Frequently asked questions
How much will Americans spend on Halloween 2026?The NRF expects a record $13.5 billion, or about $115 per person.
The NRF expects a record $13.5 billion, or about $115 per person.
Do shoppers use AI for Halloween?Yes. 47% of consumers said they use AI tools to help with Halloween shopping.
Yes. 47% of consumers said they use AI tools to help with Halloween shopping.
How can a small business benefit?Publish seasonal pages early, keep product and event information clear and promote local experiences.
Publish seasonal pages early, keep product and event information clear and promote local experiences.
Found by shoppers and their AI assistants.
Seasonal pages, product schema and event booking.
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