Aussies plan to spend less on Halloween despite fewer participants

Spending on costumes, decorations and treats for Halloween is forecast to reach $510 million, according to new research from the Australian Retail Council and Roy Morgan. The survey notes that fewer Australians plan to celebrate, with the participation rate dropping to 18 per cent, down from 21 per cent in 2025. Around 4.4 million people intend to mark the occasion, representing a decrease of 400,000 from the previous year. Total spending is tipped to rise $10 million, or 2 per cent, on last year, below the rate of inflation. Combined spending across the three states is tipped to reach around $410 million, up $20 million on last year.

The Australian Retail Council found that average spending among celebrants is expected to climb 13.6 per cent to $117 per person. This increase, however, is outpaced by inflation. Fleur Brown, the council’s chief industry engagement officer, observed that while fewer people are joining in, those who do are willing to spend more on costumes and treats. She linked this trend to cost-of-living pressures, including recent Reserve Bank of Australia rate rises. Spending intentions were mixed, with 22 per cent of celebrants planning to spend less than last year, 16 per cent planning to spend more and 62 per cent expecting to spend about the same.

Younger Australians are driving the spending. Those aged 18 to 34 remain the largest group taking part, contributing around $200 million in total. The Australian Retail Council data also shows that the 35 to 49 cohort held steady at 20 per cent participation, while the 65 and over group saw a six percentage point drop to 15 per cent. In terms of spending, Victoria is forecast to lead among the three largest states at $136 per person, followed by Queensland at $120 and New South Wales at $109.

Handing out treats to trick-or-treaters was the most popular activity, cited by 45 per cent of respondents, just ahead of dressing up in costumes at 44 per cent. Decorating homes followed at 35 per cent. Trick-or-treating (40 per cent) and decorating homes (35 per cent) followed. Retailers view the event as a key opportunity before the peak holiday season begins. The Australian Retail Council and Roy Morgan Snap SMS survey polled 5,237 Australians aged 18 and over between September 29 and October 3.