As the fall season reaches its peak and storefronts fill up with eerie displays and festive displays, a significant shift is taking place in how consumers approach seasonal spending. According to a recent LendingTrust survey, nearly two-thirds of shoppers across the United States plan to skip certain purchases entirely this year, trimming back on standard holiday staples such as traditional costumes, festive decor, and even candy. The findings underscore a broader national sentiment of financial caution as households grapple with persistent economic pressures, rising price tags on everyday goods, and growing anxiety about the broader macroeconomic landscape heading into the final stretch of the year.
While the prospect of festive celebrations usually sparks widespread consumer enthusiasm, the financial reality of the current retail environment is forcing many households to rethink their traditional holiday habits. About a third of Halloween shoppers, for instance, are actively cutting back on decorations for the season, opting to reuse items from previous years or forgo home styling altogether. This trend is not isolated to niche demographics; rather, it reflects a widespread tightening of household budgets as everyday expenses continue to claim a larger share of consumer income.
Generational Divides in Holiday Debt and Financial Strain
Although many consumers are spooked about affording their Halloween purchases, the data reveals that some segments of the population are significantly more financially strained than others. The LendingTree survey highlights a stark generational divide when it comes to taking on debt to fund seasonal festivities.
Roughly four in 10—specifically 43 percent—of Gen Z respondents said they are likely to take on debt for Halloween this year. This younger cohort is closely followed by millennials, 35 percent of whom reported similar intentions to finance their celebrations using credit cards or other borrowing methods. By contrast, older generations appear far more insulated or conservative with their seasonal spending. Only 14 percent of Gen Xers and a mere 2 percent of baby boomers indicated that they would take on debt to cover the costs of costumes, candy, and celebrations.
For those who have already crossed the line into debt to fund their holiday fun, the aftermath often brings remorse. The survey found that 51 percent of respondents who took on debt for Halloween regret their overspending. When asked why they exceeded their financial boundaries, these consumers primarily pointed to two main factors: the social pressure to keep up appearances and higher-than-anticipated prices across the retail landscape.
Rising Inflation and the Cost of Seasonal Goods
This regret over climbing bills is directly tied to the broader inflationary pressures affecting retail markets. Prices have continued to climb across various sectors leading up to the autumn holidays, impacting not just adult celebrations but also goods geared toward children.
According to data from the U.S. Bureau of Labor Statistics Consumer Price Index, toy prices alone jumped 4.2 percent between August and September. When looking at the broader picture compared to a year ago, toy prices spiked an even more dramatic 6.6 percent in September, according to the index’s unadjusted figures. Because toys, party favors, and seasonal novelties often share manufacturing and supply chains with general holiday goods, these climbing figures have translated into steeper receipts at the checkout counter for families trying to put together holiday events.
In response to these elevated costs, many holiday shoppers have adjusted their habits by taking advantage of early discounts and beginning their shopping excursions well in advance of the actual holiday. Spreading purchases out over a longer period allows consumers to stretch their monthly budgets and absorb price hikes more gradually.
The urgency behind these money-saving tactics is supported by other industry data. Nearly half—45 percent—of respondents to an Ibotta survey indicated that their overall personal finances feel insecure, while over 70 percent stated that their primary focus for the year is on aggressive saving rather than discretionary spending.
Shifting Shopping Habits and Consumer Sentiment
Despite the widespread focus on frugality, consumer perspectives remain somewhat mixed regarding their immediate purchasing power. Seven in 10 shoppers surveyed noted that they can still comfortably afford their basic Halloween purchases without derailing their finances. However, underlying anxiety remains prevalent beneath the surface.
According to a Deloitte survey of 1,500 U.S. shoppers, roughly four in 10—about 42 percent—anticipate that the national economy will actually deteriorate in the year ahead. This forward-looking pessimism is steering consumers away from traditional boutique retailers and specialty pop-up shops, driving them instead toward more budget-friendly retail channels.
The Deloitte survey revealed that more than half of shoppers are buying their Halloween items primarily at grocery stores, while 40 percent are turning to discount stores to secure holiday goods at lower price points. This behavior aligns closely with findings from a separate National Retail Federation survey, which similarly found that nearly four in ten consumers—39 percent—cite discount stores as their absolute top destination for Halloween products this season.
As retailers look ahead to the remainder of the autumn and winter holiday shopping calendar, these consumer trends provide a clear indication of what to expect. With shoppers prioritizing value, hunting for discounts, and closely monitoring their debt levels, the marketplace is adapting to an increasingly price-sensitive consumer base that is determined to celebrate without breaking the bank.
