Front porches are filling with pumpkins, ghosts are appearing in trees and candy is finding its way into shopping carts as families prepare for Halloween.
The Oct. 31 holiday brings a mix of traditions, from carving jacko’- lanterns and making costumes to greeting trick-or-treaters at the door. Some households celebrate with a few decorations and a bowl of candy, while others turn their yards into elaborate displays of skeletons, cobwebs and make-believe cemeteries.
That enthusiasm adds up. The National Retail Federation’s annual survey, conducted by Prosper Insights & Analytics, found that 74% of consumers plan to celebrate Halloween this year. Nearly half planned to begin shopping in September or earlier.
Americans are expected to spend $13.5 billion on Halloween in 2026, including $4.4 billion on costumes, $4.3 billion on decorations and $4.1 billion on candy. The figures represent planned purchases rather than final sales.
Behind those purchases are the familiar activities that make Halloween an occasion for both children and adults. Choosing a pumpkin is only the beginning. Carving it means scooping out the seeds, deciding on a face and discovering that cutting a neat triangle is not always as easy as it looks. A crooked grin can give a jack-o’-lantern a little character.
Costumes require their own preparation. Store-bought outfits offer a ready-made option, while homemade creations can turn old clothes, cardboard and a little imagination into something new. In Nebraska, the final fitting may also need to answer a practical question: Will it go over a coat?
According to the NRF survey, Spider-Man, superheroes and princesses are among the leading costume choices for children this year. Witches and vampires remain popular among adults. Pets are part of the celebration as well, with pumpkins and hot dogs among their most popular costumes, although the animals may be less enthusiastic about the idea than their owners.
For those handing out treats, the evening offers a parade of characters at the front door. Some costumes are immediately recognizable. Others come with an explanation from a child eager to describe every detail.
Candy is another part of the holiday that invites strong opinions. CandyStore.com’s 2026 sales-based projections put M&M’s first nationally, followed by Sour Patch Kids, Skittles, Reese’s Cups and Nerds Gummy Clusters. Sour Patch Kids holds the top spot in Nebraska.
The company’s projections draw on 18 years of Halloween-season sales from its own orders and participating manufacturers and distributors. They reflect purchasing patterns, though individual preferences may produce a different ranking around the kitchen table.
After trick-or-treating, sorting the evening’s collection can become an activity of its own. Chocolate, fruity candy and other treats are divided into piles, and siblings may negotiate trades based on their favorites. Candy corn, meanwhile, remains capable of dividing a household into enthusiastic supporters and those happy to give theirs away.
Celebrating does not have to mean an elaborate display or a new costume every year. Decorations brought out each October, a homemade outfit or an evening of pumpkin carving can become lasting family traditions. For those staying home, popcorn and an old monster movie offer another way to enjoy the occasion.
By the end of the evening, the porch lights go out and the costumes are put away. The skeletons will eventually return to storage, and the pumpkins will give way to the next season’s decorations.
Whether the candy purchased early in October lasts until the trickor- treaters arrive may be another story.
