LONDON — Rising prices are prompting American households to trim their Halloween budgets this year, according to new consumer survey data released this week.
Over half of Americans (57%) said rising chocolate prices are changing how much they dish out for candy this Halloween. The average American plans to spend $296 — including candy, costumes, décor and entertainment — as households re-evaluate how much they allocate to seasonal spending.
The findings come amid broader consumer caution across the United States, as shoppers grapple with persistent inflation in food and discretionary categories. Seasonal events, often seen as opportunities for indulgence, are now being weighed against tighter household finances.
AI Becomes a Holiday Shopping Ally
Artificial intelligence is also emerging as a major player in how consumers plan their purchases for the festive season. Over half (57%) already use AI tools to assist with their general shopping needs. According to Americans, AI is good at finding the lowest price on products (38%), getting links for specific products (37%) and brainstorming gifts (35%).
The data underscores a shift in retail habits as consumers increasingly rely on technology to streamline their purchasing decisions. In the United States, generative AI tools and retail chatbots are being used to locate deals, compare options and suggest gifts, saving time and money at a period when both are in short supply.
Retail analysts say the trend mirrors similar movements seen in the UK, where price comparison websites and AI-driven shopping assistants have gained traction amid ongoing cost-of-living concerns. As automation becomes more accessible, shoppers appear more willing to trust digital tools to help them budget smarter and spend efficiently.
Financial Stress Peaks During the Holidays
Even as new technologies help consumers shop more effectively, the emotional toll of the festive period remains high. The survey found that 54% fear the inevitable approach of the holidays due to the financial requirements of the season. Seven in 10 respondents (69%) said the holiday season is the most financially stressful part of the year.
Analysts note that this sentiment is consistent with broader economic unease, particularly among middle-income households balancing debt repayments with seasonal spending. The overlap of rising living costs, social expectations and family obligations is contributing to widespread financial anxiety.
The survey suggests that both American and UK consumers are reassessing their approach to the holiday season, seeking ways to simplify gift-giving and limit unnecessary expenses. Mental health experts have also pointed to increased stress levels linked to overspending and the pressure to meet expectations.
Would You Let a Brand Sponsor Your Wedding?
An intriguing trend emerging from the data concerns the evolving relationship between consumers and brands. The survey posed the question: would people let a brand sponsor their wedding? The responses hinted at financial pragmatism among younger generations, who appear open to creative ways of offsetting major life costs.
While specific figures were not disclosed for this question, the data reaffirms a clear message — consumers are looking for ways to balance celebration and affordability, even when it comes to milestone events. As social media continues to blur the line between personal and promotional, sponsorship opportunities in personal events may become a more mainstream consideration.
A Snapshot of Consumer Reality
The combined findings present a sobering snapshot of consumer reality in late 2025. Rising prices are influencing spending choices, technology is reshaping shopping habits, and financial pressures continue to weigh heavily during traditionally festive periods.
From Halloween treats to wedding plans, Americans are redefining what it means to spend wisely — and emotionally — in an era of economic uncertainty. The data reflects not just how consumers are coping, but how modern spending behaviour is being reshaped by innovation, inflation, and a persistent drive for value.
