Pet owners in the US plan to spend 920 million dollars on pet costumes for Halloween 2026. That is 7% more than in 2025, when the figure was 860 million dollars, according to a survey by the National Retail Federation (NRF) conducted among 7889 consumers from 1 to 9 September.
The survey showed that 86% American households intend to celebrate the holiday, which is higher than last year's figure. At the same time, average spending per person among those celebrating fell to 263 dollars. The most popular pet costumes are the pumpkin (11,6% of buyers), the hot dog (5,9%) and the ghost (2,8%). Retailers are actively expanding their ranges: PetSmart is holding themed events in stores, Pets at Home and Aldi have added seasonal collections, and Rural King is organising costume contests even for livestock.
The pet costume category remains small compared with the overall US pet products market, valued at 158 billion dollars. However, it serves as an important indicator: owners increasingly see pets as full members of the family who are ready for shared celebrations. Costumes are one-off purchases with low margins that require precise supply planning months in advance.
Retailers use the season to attract footfall: costume buyers often pick up treats and toys at the same time. Brands such as Joyride Dogs offer glow-in-the-dark leashes and harnesses, while Purina and Paleo Ridge release limited seasonal products. According to Google Trends, the hot dog leads among search queries for dog costumes.
Although 25% of consumers plan to sew costumes themselves, ready-made items remain in demand thanks to convenience and the variety of sizes for dogs, cats and small animals. The season is concentrated in September-October and accounts for about 0,6% of the annual market volume, but it shows steady growth against the backdrop of the general trend towards lower average spending per person.
This shows how holiday traditions are becoming integrated into everyday life with pets, turning one-off purchases into part of a broader relationship between people and animals.
