All Hallows Eve Costumery and Confections
It’s that time of year again. Ren Faires across the land are ending so we can usher in the season of PSLs, apple dumplings, and candy corn. At Qlarant, we’re serious about data and the insights data can reveal about our world. We also run a public service around here. We work hard to deliver the hard-hitting data science and analysis topics you need to succeed. I was hanging out with some friends planning our annual pumpkin patch visit with our kids, when one of us proclaimed, “I want to wear a costume, eat candy, and be a real adult this Halloween. You work with data, what’s the deal with Halloween costumes?” I aim to please! Halloween costumes and more on this month’s RIViR Reads!
Americans on Pace to Break Spending Record
According to the National Retail Federation, Americans are expected to spend $13.5 billion on Halloween this year. That’s an extra $400 million over last year’s record of $13.1 billion. Just like your auntie who begins buying Christmas gifts in July, 47% of Americans say they’ll start shopping for Halloween before October. 34% of that 47% say they Halloween shop early because it’s their favorite holiday.
Costumes Are as Popular as Ever
Everyone is wearing costumes these days. Children, adults, and pets are getting in on the spooky celebrations. Adults are predicted to spend more on costumes this year than children. Adults are set to spend $2 billion on costumes preferring to dress up as witches (4.8 million) and vampires (4.2 million). Superheroes and princesses are top costumes for kids. However, Spider-man is the most popular costume for kids, period. An estimated 4.6 million kids are dressing up as your friendly neighborhood Spider-Man. Marvel’s licensing is making up a large part of the $1.5 billion spent on kids this year.
When I’m out, I do see the occasional, appareled pet. I’m honestly surprised I don’t see more. Americans are spending $820 million on pet costumes this year. Pets shod in pumpkin theming will make up 11.6% of these costumed critters. The amount of spending is hard to imagine. We have cats at home, and I couldn’t picture us putting any type of costume on them. I couldn’t find what kind of pets are wearing these costumes. I’ll wager a bag of candy corn, it’s mostly dogs.
Candy, Candy, Candy
Candy is still the most popular item purchased for Halloween. 96% of Americans, regardless of celebrating the holiday, will be buying $4.1 billion worth of sugary treats. A big chunk of that will be candy corn. Door Dash reports candy corn deliveries are up an inconceivable 30% compared to last year. They cite the summerween trend for the increase with many people buying their candy corn in the heat of summer.
Brach’s, candy corn’s most famous confectioner, has out done themselves this year. In 2026, Brach’s is releasing, for the first time, a limited-edition fragrance called…Ode to Candy Corn. For $22, you can receive an eau de parfum that comes with a bag of candy corn! According to Brach’s: the scent has notes of creamy vanilla, home spun sugar, and honey. If you want to score the perfect scent to wear with your costume, you’ll need to act fast. They’ve been rapidly selling out after each batch. The next drop is available on October 1st at 7pm. While supplies last!
Be safe out there and have fun trick-or-treating and bobbing for apples. If you do score a bottle of candy corn eau de parfum, please let us know how it smells.
Happy Halloween!
Sources: The National Retail Federation, The National Confectioners Association, Brach’s
