A major, overlooked fall social event: A national survey of student Halloween plans

Halloween is a major fall social event for college students. The vast majority of students (88%) plan to celebrate in some way, and they’re willing to spend on their costumes.

Key findings

• 81% of students plan to dress up for Halloween, and over half intend to DIY their costume
• On average, students expect to spend $56.35 on their costume
• 78% of college students plan to attend a Halloween party

Students who plan to dress up overwhelmingly prefer nostalgic costumes to pop culture references.

Most students will attend at least one Halloween party

College students are enthusiastic about celebrating Halloween. 78% of students plan to attend at least one large or small social gathering, and 21% plan to attend both a large and small social gathering. Nearly half of students plan to decorate their living spaces.

Students overwhelmingly favor traditional Halloween costumes

Among students who plan to dress up, they overwhelmingly prefer traditional costumes like cats, princesses, and pirates over pop culture. Even the two exceptions — Teen Titans and Monster High — originated in the early 2000s, suggesting that this year’s spooky season comes with a side of nostalgia. We also asked students to predict their peers’ top costumes. While students are choosing nostalgic costumes for themselves, they often think their peers will choose something more modern.

Students embrace DIY costumes, but they aren’t skimping on budget

54% of students plan to DIY their Halloween costumes, but that doesn’t necessarily mean they’re on a shoestring budget. On average, students expect to spend $56.35 on their costume. Group costumes are also a popular choice. Among students who plan to dress up for Halloween, 58% will do so as part of a group or couples costume.

Methodology

In September 2025, we conducted a national survey to assess college students’ Halloween plans. We received 1,222 complete responses from students across 36 states and 102 universities. Responses were analyzed to identify key trends, spending habits, and predictions related to Halloween.

Bottom line

Sandwiched between back-to-school and the holidays, Halloween is easy for marketers to overlook. But our research shows that it’s a major advertising opportunity for brands that want to reach college students. Students areexcited, planning to celebrate, and ready to spend on brands that can help them maximize the celebration.