Consumer Spending and Retail Sales in 2018
According to the National Retail Federation, total U.S. Halloween spending in 2018 reached an estimated 9.1 billion dollars, with adults accounting for a significant share of costume purchases. The NRF survey, cited in their annual Halloween spending report, showed that roughly 17.1 billion dollars was spent across all Halloween categories, while costume spending among adults remained a core driver of seasonal retail revenue. The NRF report on Halloween 2018 spending provides detailed breakdowns by demographic and product category. National Retail Federation Halloween 2018 spending data
Major retailers including Amazon, Walmart, and Target dominated online and in-store costume sales in 2018, with Amazon reporting Halloween as one of its top seasonal search and sales categories. Market research firms tracked spikes in costume-related SKUs starting in late September, and platforms like Amazon and Walmart listed thousands of adult costume options with price points ranging from budget-friendly to premium licensed outfits. Amazon's Halloween storefront and Walmart's seasonal merchandise pages offer examples of the breadth of adult costume inventory in 2018. Amazon Halloween costumes storefront
Top Adult Costume Characters and Trends
Google Trends and retail search data showed that popular adult costumes in 2018 included characters from blockbuster movies, television series, and viral internet memes. Among the most searched and purchased adult costumes were figures from Avengers: Infinity War, Game of Thrones, and classic horror icons, with licensed costumes from Disney, Marvel, and Warner Bros. generating strong sales. Google Trends data on Halloween costume searches in 2018 highlights the dominance of movie and TV characters in adult costume choices. Google Trends Halloween costume searches 2018
Group costume themes and couples' outfits remained a notable trend in 2018, with consumers searching for coordinated sets such as Avengers ensembles, Stranger Things casts, and iconic horror pairings. Retailers reported higher average order values when customers purchased multiple costumes from the same theme, and licensed group costume kits became a distinct product category on major e-commerce platforms. Walmart's seasonal costume bundles and Target's themed costume collections illustrate how retailers organized group-ready adult outfits in 2018. Walmart Halloween costumes for adults
Market Dynamics and E-Commerce Growth
E-commerce sales of adult Halloween costumes grew in 2018 as consumers increasingly shopped online for convenience, price comparison, and wider selection. Market research indicated that digital channels accounted for a rising share of seasonal costume purchases, with mobile commerce playing a larger role in browsing and checkout during the Halloween season. The shift toward online buying put pressure on brick-and-mortar stores to integrate omnichannel strategies, including buy-online-pickup-in-store options for costumes. Forbes on Halloween as big business for retailers
Licensing and intellectual property remained central to the adult costume market in 2018, with companies such as Rub