Fun. com and HalloweenCostumes. com have officially announced the results of their 2026 Halloween poll, offering insight into what is on Halloween fans’ minds.
The way consumers start their Halloween journey has changed dramatically. Online search engines like Google and Bing are now the primary starting point, reaching a record 43% in 2026, up from 33% in 2025 and 20% in 2024. While social platforms like TikTok (15%) and Instagram (8%) remain popular for trendspotting, shoppers are increasingly turning to direct search and word-of-mouth recommendations (18%) to kick off their planning. Additionally, 37% of respondents use generative AI tools for decor ideas, costume concepts, or full event planning.
Preparation timelines have also moved earlier. A massive 84% of respondents now begin their Halloween prep by early October, with 16% starting as early as July or August. For decor, Jack-o’-lanterns (32%) and animatronics are key purchases, while 75% plan to spend the same or more on candy.
Costumes remain the #1 highest-spend category overall, followed closely by Inside Home Decor. Recent movie and TV releases remain the top source of costume inspiration, cited by 39% of respondents. However, priorities within costume shopping have shifted; comfort and fit are now the top priority for buyers in 2026 at 30%, up from 20% in 2024. Quality has dropped to second place at 26%. Furthermore, 48% of respondents wear costumes for cosplay, festivals, and parties throughout the year, indicating a broader cultural engagement beyond the single day.