Adults
Top five
1Witch4.8M
2Vampire4.2M
3Batman2.0M
4Spider-Man1.5M
5Ghost1.4M
Costume intelligence · 2026 edition
What everyone is wearing this Halloween
A practical, data-backed look at 2026’s biggest costume choices—and what changed from 2025. Use it to follow the crowd, avoid duplicate costumes or turn a familiar idea into something better.
Updated September 30, 2026 · U.S. survey dataThe 2026 leaders
Classic monsters still win
NRF’s annual consumer survey measures intended costumes. These are national estimates, not sales rankings, so they are best read as a reliable snapshot of planned demand.
Children
Top five
1Spider-Man4.6M
2Superhero2.3M
3Princess2.2M
4Witch1.6M
5Ghost1.6M
Pets
Top three
1Pumpkin11.6%
2Hot dog5.9%
3Ghost2.8%
The safest costume bet in 2026 is not a single character—it is a recognizable classic with one personal twist.
Year over year
2026 vs. 2025
2026 is a bigger-spending year, but the strongest ideas remain familiar. Character demand shifts quickly; classic costumes provide the stable baseline.
| Signal | 2026 | 2025 | What it means |
|---|---|---|---|
| Total U.S. Halloween spending | $13.5B | $13.1B | The category continues to grow. |
| Costume spending | $4.4B | NRF record year included | Costumes remain a major share of the holiday. |
| Adult standouts | Witch, vampire, Batman | Witch and classic characters stayed strong | Evergreen looks are easier to refresh than replace. |
| Discovery behavior | 47% report using AI; 32% use online search | Google Frightgeist tracked fast-moving search interest | People increasingly need ideas and execution help, not just products. |
Important: NRF survey estimates and Google search trends measure different things. FrightTour keeps them separate rather than pretending they form one universal ranking.
Make the guide useful
Four costume angles worth building
Avoid the duplicate
If your party is likely to have three witches, add a specific era, setting or color story: disco witch, desert witch or monochrome coven.
Build a group concept
Start with one high-demand anchor—like Spider-Man or vampire—and give every person a connected but distinct role.
Score effort honestly
Future FrightTour costume entries should show cost, build time, comfort, weather fit and how well the look survives a haunted-house queue.
Shop transparently
Affiliate links can be added later, but only with clear disclosure and side-by-side options. Editorial rankings should never be sold.
Sources and method
Where the numbers come from
2026 estimates: National Retail Federation 2026 Halloween survey. 2025 benchmark: National Retail Federation 2025 survey. Search-trend context: Google Frightgeist. Rankings and estimates can change as new data is published; brand and character names belong to their respective owners.