Jack-o’-lanterns are probably the most iconic symbols of Halloween, and there’s good reason for that. People have been carving ghoulish faces into vegetables for centuries, with History.com noting that the practice may have originated in Ireland. According to Irish folklore, a man known as Stingy Jack tricked the Devil and was condemned to wander the earth with only a burning coal to light his way, which he placed inside a hollowed-out turnip.
The story inspired people to carve their own frightening faces into turnips and other root vegetables, placing them in windows and doorways with lights inside to ward off unwelcome spirits. When Irish immigrants brought the tradition to North America, they found that pumpkins were more readily available and easier to carve, eventually making them the go-to choice for Halloween lanterns. What started as a spooky folk tradition became one of Halloween’s most recognizable customs.
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But Halloween decorating has come a long way from carving out a humble vegetable. These days, a jack-o’-lantern might be just the beginning, with people going all out to decorate their homes, porches, and yards. And it’s not just a handful of enthusiasts getting into the spirit. According to the National Retail Federation’s annual survey, Americans are expected to spend $13.5 billion on Halloween in 2026, up from $13.1 billion in 2025. About 74% plan to celebrate, spending an average of $115.14 per person.
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Decorating is a big part of that spending, too. The NRF estimates that 78% of Halloween shoppers plan to buy decorations this year, with total spending in the category expected to reach $4.3 billion. That’s not far off the $4.4 billion Americans are expected to spend on their costumes this year. Clearly, homes are dressing up for the occasion, too.
And if you feel like spooky season creeps up a little earlier each year, you’re not imagining it. According to the NRF, 49% of consumers plan to start their Halloween shopping in September or earlier, continuing a trend that’s grown over the past decade. As the NRF puts it, Halloween has stretched “from a single-day event into a season for consumers.”
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For many shoppers, the NRF says the early start is simply a matter of getting into the spirit of the season. They found that 42% of early shoppers look forward to fall, while 34% count Halloween among their favorite holidays. Budget considerations play a role, too, with 23% shopping early to spread out their spending and 21% hoping to take advantage of good prices and promotions.
