Adults Drive $13.5 Billion in Halloween Spending as 'Adultoween' Grows

· Retail & E-commerce

Adults are the engine behind $13.5 billion in Halloween spending this season, according to Modern Retail, as a trend dubbed "Adultoween" takes hold. The shift is lifting seasonal categories beyond costumes and candy, with home decor and food and beverage showing growth. Retailers that have long treated Halloween as a children's holiday are now watching adult spending reshape the season's economics, opening room for party goods, decorating and entertaining products aimed at grown-up celebrations. The piece frames the trend as a structural change in how the holiday is marketed and merchandised, rather than a one-off bump.

Why it matters：Holiday spending patterns shape inventory and marketing calendars for retailers, and a shift toward adult-led celebrations could reallocate seasonal budgets across decor, food and party categories.

Key points

  • Adults account for $13.5 billion in Halloween spending, per the report.
  • Home decor and food and beverage are among the seasonal categories growing.
  • Retailers are adapting merchandising to adult-focused celebrations.

Sources (original reporting)

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