Consumer Spending and Market Size
Total U.S. Halloween spending in 2016 reached an estimated $8.4 billion, according to the National Retail Federation. Costumes accounted for a significant share, with the average consumer spending around $86 on decorations, candy, and outfits. The NRF's annual survey tracks these figures to gauge retail health in October. For broader retail context, see the Forbes report on Halloween retail trends.
Costume-related revenue includes party supplies, accessories, and licensed merchandise. The NRF's 2016 data shows that 17.1% of consumers planned to buy a costume, a stable figure compared to prior years. This spending supports seasonal employment and inventory cycles across multiple retail sectors.
Top Costume Categories and Popular Characters
The most popular costume categories in 2016 included licensed characters, ghosts, superheroes, and animals. The Costume Shoppe and Spirit Halloween reported strong demand for Disney, Star Wars, and Marvel-themed outfits. These trends reflect the influence of film releases and streaming content on seasonal merchandise.
Adult costumes dominated sales, but children's and pet costumes also showed growth. The National Retail Federation's breakdown highlights that group costumes and couple themes remained a consistent driver. For an overview of licensed character economics, see the Forbes analysis of seasonal retail.
Retailers and E-commerce Distribution
Major retailers such as Amazon, Walmart, and Target captured a large share of Halloween costume sales in 2016. Amazon's seasonal marketplace listings showed a spike in third-party costume sellers, while physical stores like Spirit Halloween operated thousands of temporary locations. The shift toward online purchasing is documented in e-commerce reports, including data from Forbes.
Supply chain logistics for costumes involve global manufacturing, with a significant portion of products sourced from China. Import data and retail filings provide insight into the scale of seasonal inventory. The SEC EDGAR database offers public filings from retailers that disclose seasonal revenue breakdowns.