US Halloween Spending To Reach Historic $13.5 Billion In 2026 As Personalised Decor Trends Grow

In 2026, the expected US Halloween spending is at an all-time high of $13.5 billion, largely due to the introduction of individualized celebrations and alternative decorations. The tendency to acquire seasonal products is rising, encouraging customers to find different ways to celebrate the holiday.

The latest NRF survey shows that 34% of shoppers plan to buy Halloween items that can be reused or repurposed. The early shopping trend is also gaining momentum, with 49% of consumers saying they expect to begin their Halloween purchases in September or even earlier. The federation estimates that spending on decorations alone will reach $4.3 billion this year.

Additional research from Resparked highlights a growing interest in creative and personalised Halloween projects. Searches for “Halloween crafts” increased by 131% in the month leading up to 1 September, reaching an estimated 11,000 searches in the United States. Meanwhile, searches for “Halloween decor” climbed 68% during the same period, reaching around 27,000 searches.

The data does not suggest that consumers are moving away from commercially produced Halloween decorations. Instead, it indicates that interest in creating handmade decorations and customised seasonal items is rising significantly as the Halloween shopping season begins.

Santiago Roa, founder and CEO of Resparked, says: “Halloween has always been creative, but I think we’re seeing a real shift from simply decorating your home to actually making something for it.

People don’t necessarily want their house to look exactly like everyone else’s. They want to put their personality into it, whether that’s customizing a pumpkin, creating their own signs, personalizing glassware or turning something they already own into Halloween décor.

That’s what makes Halloween such a good entry point into crafting. There are almost no rules. It can be weird, imperfect, spooky or completely over the top.”

Interest in Halloween inspiration is growing at a faster pace than searches for traditional decorations, according to analysis from Resparked. The research recorded around 38,000 combined US searches for “Halloween crafts” and “Halloween decor” during the period studied.

While “Halloween decor” remained the more searched term, attracting an estimated 27,000 searches, craft-related searches saw stronger momentum. Searches for “Halloween crafts” increased by 131% month on month, compared with a 68% rise for “Halloween decor”, highlighting growing consumer interest in creating personalised and handmade Halloween items.

Santiago says: “Buying Halloween decorations is nothing new. What’s interesting is the speed at which people are starting to search specifically for things they can make.

There’s a different mindset behind searching for a Halloween decoration and searching for a Halloween craft. One is about finding a finished product, while the other is about finding an idea and creating something yourself.

For brands like ours that are seeing people increasingly interested in customizing everyday objects, that’s a really interesting shift.”

Why DIY Halloween creations are attracting more shoppers

The growing popularity of homemade Halloween items is being driven by both affordability and the desire for more personalised celebrations. NRF research shows that shoppers are carefully considering value, with 31% of consumers saying they would compare prices if Halloween products cost more than expected, while 26% would search for coupons or promotional deals. The interest in reusable decorations also highlights a shift towards products that can be stored and used for future celebrations.

According to Resparked, crafting offers benefits beyond saving money. Shoppers can transform existing items, customise affordable materials and create unique decorations that carry personal meaning. For many consumers, handmade Halloween pieces are becoming part of yearly traditions rather than one-time purchases.

Santiago says: “Personalization changes the relationship you have with an object. A glass is just a glass until you’ve engraved something personal onto it. The same goes for a wooden sign, a pumpkin decoration, a serving board or something you’ve made for a  Halloween party. You’re not necessarily creating something because it’s cheaper or because you couldn’t buy an alternative. You’re doing it because the finished piece is yours.”

Resparked refers to these quick and simple creative activities as “Snack-Hobbies” — small-scale projects that people can start easily without needing expensive tools, special equipment or a long-term commitment. These activities allow consumers to enjoy creativity in a flexible way, fitting seasonal crafting into their everyday routines.

Santiago says: “Not everyone wants a hobby that takes over an entire room in their house. A lot of people just want something creative they can do for an hour after work, on a weekend or with friends.

That’s why we talk about Snack-Hobbies. You can pick something up, make or personalize an object and actually have something physical to show for your time.

Halloween gives people an obvious excuse to try it.”

He also believes the appeal lies in spending time making something tangible.

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“Most of us spend a huge part of our day looking at screens, and then somehow end up doing exactly the same thing when we’re supposed to be relaxing.

There’s something satisfying about doing something with your hands instead. You have to concentrate on what’s in front of you, and when you’re finished you’ve actually created something. You don’t need to give up your phone or suddenly become an expert craftsperson. Sometimes it’s just nice to spend an hour doing something that exists outside a screen.”

Halloween projects can also become an activity for families, couples, friends and party guests.

“Halloween is probably one of the least intimidating times to try something creative because perfection really isn’t the goal.

You can get friends together, customize decorations, make things for a party or personalize gifts and nobody is expecting professional results.

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In fact, something being slightly strange or imperfect usually makes it better.”

Halloween sparks a longer season of creativity

Halloween is increasingly becoming the beginning of a wider creative trend, with interest in crafts and decorations building well before October celebrations arrive. Resparked’s analysis of five years of search patterns shows that demand for Halloween-inspired ideas typically rises in the weeks leading up to the festival and reaches its highest point around Halloween. The company’s September 2026 data indicates that consumer interest in creative projects was already accelerating before the NRF announced its record spending forecast, signalling a growing appetite for personalised and handmade seasonal experiences.

Santiago says: “Halloween is really the beginning of the biggest creative period of the year. Once people start making things for Halloween, you move almost immediately into fall decorating, Thanksgiving and then Christmas. Those occasions all have something in common: people want their homes, decorations and gifts to feel personal. I think we’re going to see more people asking ‘how can I make this mine?’ rather than simply ‘where can I buy this?’”

Methodology

Resparked analysed estimated US Google search demand for the terms “Halloween crafts” and “Halloween decor” through Glimpse on 1 September 2026. The reported percentage changes compare estimated search interest during the latest month with the previous month. The search figures represent estimated query volumes and do not indicate the number of individual users searching for these terms.

The company also examined five years of search behaviour for both keywords to identify seasonal trends and understand how interest in Halloween-related creativity changes over time. The analysis was completed before the National Retail Federation (NRF) released its 2026 Halloween spending forecast on 22 September.

The NRF data is based on its annual Halloween consumer survey, carried out by Prosper Insights & Analytics among 7,889 consumers between 1 and 9 September 2026.