The National Retail Federation reports that 71% of consumers plan to buy Halloween costumes in 2026, with costume spending expected to reach $4.4 billion. Gen Z stands out for prioritizing niche and unique costumes, while Spirit Halloween's trend list includes K-Pop Demon Hunters and Greek-inspired gods and warriors.
Halloween costume shopping is as big as ever this year, and younger shoppers are steering away from the obvious picks. In its 2026 costume trends report, published October 14, the National Retail Federation says 71% of consumers plan to buy costumes, matching last year's record, with spending on costumes expected to reach $4.4 billion.
What's trending
Superheroes still dominate the top of the charts. According to the NRF, Spider-Man is the most popular children's costume, followed by generic superheroes, while Batman has climbed to third place among adults. KPop Demon Hunters remains in the top 10 for kids.
Spirit Halloween's own trend picks, reported by WCAX on October 6, include sporty looks from the series Off Campus, Toy Story characters, K-Pop Demon Hunters costumes, superheroes, and Greek-inspired gods and warriors.
Why it's resonating
The most interesting detail is generational. The NRF found that 21% of Gen Z shoppers say "niche and unique" costumes matter most to them, compared with 16% of consumers overall. Gen X, meanwhile, leans toward funny and silly costumes.
That preference for something distinctive fits how younger people use Halloween: as a chance to show off a specific fandom or aesthetic rather than wear the same costume as everyone else. Mythic and fantasy looks, from Greek gods to demon hunters, give them room to do that.
Taking the fantasy theme beyond Halloween night
For families with an October birthday, the overlap is hard to miss. A costume birthday party lets guests reuse their outfits, and a fantasy theme gives everyone, from would-be warriors to dragon riders, a reason to dress up.
If you're planning one for a tween or teen, a few touches keep it feeling grown-up rather than babyish: a jewel-toned color palette, candlelight or fairy lights, and an activity like a themed dragon scavenger hunt. Add "costumes welcome" to the invitation, and choose a design that sets the mood, such as this purple watercolor dragon birthday invitation, which you can customize in Canva and print or text to guests.
The bottom line
Halloween 2026 is shaping up to be another record-level costume season, with superheroes on top and Gen Z pushing toward niche, personal choices. That appetite for distinctive, fantasy-inspired looks doesn't have to end on October 31. It's a ready-made theme for any celebration this fall.