Fewer Australians will mark Halloween this year, but those who do are set to spend more, with total spending on costumes, decorations and treats forecast to reach $510 million.
New research from the Australian Retail Council (ARC) and Roy Morgan found around 4.4 million Australians plan to celebrate, either themselves or through their children, down 400,000 on last year. Participation fell to 18 per cent, from 21 per cent in 2025.
Total spending is tipped to rise $10 million, or 2 per cent, on last year, below the rate of inflation. Average spending among those celebrating is forecast to climb 13.6 per cent to $117 a head.
“Those taking part plan to spend more on average, but fewer Australians are joining in this year,” ARC chief industry engagement officer Fleur Brown said. “Whilst the event has risen in popularity over recent years, cost-of-living pressures including RBA rate rises are clearly taking a bite out of this year’s celebrations.”
Australians aged 18 to 34 remained the largest group taking part and the biggest spenders, at around $134 each, contributing around $200 million in total. Participation among those aged 65 and over dropped six percentage points to 15 per cent, while the 35 to 49 cohort held steady at 20 per cent.
Victoria is forecast to lead average spending among the three largest states at $136 per person, ahead of Queensland at $120 and New South Wales at $109. Combined spending across the three states is tipped to reach around $410 million, up $20 million on last year.
Dressing up in costumes was the second most popular activity, cited by 44 per cent of those celebrating, just behind handing out treats to trick-or-treaters at 45 per cent. Trick-or-treating (40 per cent) and decorating homes (35 per cent) followed.
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.
“For retailers, Halloween remains an important spending occasion ahead of peak season,” Brown said.
The ARC-Roy Morgan Snap SMS survey polled 5,237 Australians aged 18 and over between September 29 and October 3, including 877 who plan to celebrate Halloween.